Fitness & Wellness Industry Advisory

The problem behind the problem.

Fitness businesses sell a behavior that most people find hard to sustain. Members join with strong intentions, often at a moment of motivation, then struggle to fit regular exercise into busy lives. Many stop visiting well before they cancel, and some never establish a routine at all. Clubs that focus mainly on acquisition replace lost members at significant cost, while the root causes of attrition, such as intimidation, unclear starting points or lack of connection, remain unaddressed.

The industry has rich data, including check-ins, class bookings, app use, personal training sessions and payments, yet much of it sits in separate systems. Operators often know who canceled but not which early behaviors predicted that outcome. Consumer research is frequently limited to satisfaction surveys. Understanding member retention in health clubs requires connecting what members do with why they do it, and recognizing that habit formation, social connection and confidence matter as much as equipment and price.

How we deliver fitness & wellness industry advisory.

1. 01Observe

   Research members and non-members

   We conduct consumer research with prospects, new members, long-term members and former members, along with observation at clubs or studios. We explore motivations, anxieties, routines and the moments when exercise feels easy or hard. Drawing on our fitness industry research experience, we also examine how staff interactions shape member confidence and belonging.

2. 02Signal

   Find the retention signals

   We integrate check-in, booking, app and billing data to identify early behaviors that predict long-term membership, such as visit frequency in the first weeks, class variety or social connections. We define behavioral member types and the conversion points where new members either form a habit or drift away. These become predictive retention KPIs.

3. 03Design

   Design for habit and belonging

   We design onboarding, coaching touchpoints, programming and communication that help members establish routines: realistic starting plans, small wins, consistent cues, social connection and staff check-ins at key moments. We apply the Fogg Behavior Model and habit research to make the first weeks easier, and design outreach for members showing early signs of drift.

4. 04Test

   Pilot across locations

   We test interventions at selected locations or member segments, comparing predictive KPIs with matched groups. Experiments might compare onboarding formats, outreach timing or class introductions. Member and staff feedback helps refine approaches so they work within real operations, staffing levels and the rhythms of each location.

5. 05Scale

   Roll out and train

   We help operators roll successful practices across their networks, train staff in member engagement and supportive coaching conversations, and build retention dashboards for location managers. We also advise on product, pricing and positioning decisions using the behavioral insight gathered, so strategy reflects how members actually behave.

Deliverables.

What changes.

Who engages us.

We advise health club operators, boutique fitness studios, franchise systems, digital fitness and connected equipment companies, wellness brands, corporate fitness providers and investors evaluating fitness businesses. Clients include chief executives, marketing and member experience leaders and operations executives. Typical triggers are rising attrition, a new membership model, launching a digital offering alongside physical clubs, expansion into new markets or member segments, or due diligence on a fitness acquisition.

Industries

• Fitness, Health Clubs & Wellness
• Retail & Consumer Brands
• Private Equity & Portfolio Companies

Frequently asked questions.