As inflation tightens budgets, gym memberships, group fitness classes, and personal training sessions are starting to feel more like luxuries than necessities. Still, fitness studios may be losing loyal members for reasons that go beyond the price tag.
Zenoti surveyed more than 1,000 Americans in the fitness and wellness industry, including both clients and business owners to understand why these businesses have struggled to retain even their most loyal clients in 2025.
According to the survey, 48 percent of businesses lost loyal, long-time customers this year. More than half of those businesses pointed to price hikes as the main reason people left.
The survey confirmed that 64 percent of fitness and wellness customers stopped visiting the businesses and service providers they once loved due to rising costs.
But interestingly, 73 percent of customers said they would pay extra for a more personalized experience. Another 70 percent said rewards programs would keep them coming back.
In other words, people may not just be walking away because of cost. They’re also walking away if they feel the value doesn’t match the price or they’re not getting anything extra in return for their loyalty.
With 42 percent of repeat clients generating 80 percent of a business’s revenue and 95 percent of providers reporting a financial hit from declining brand loyalty, the disconnect is costing studios.
Many fitness studios focus on chasing new clients, but retention is where the real profit lies. The 2025 trend is clear: Fitness clients crave a sense of community, personalized services, and their loyalty to be rewarded.
Why Fitness Studios Are Losing Loyal Members in 2025
