Proven Member Retention Strategies For Sports Facilities

Every sports facility wants more members, but keeping the ones you already have is where the real value lies. Retaining members is more cost-effective than constantly acquiring new ones. Even with great programs, you won’t keep members forever, so you must keep selling (and reselling) your memberships. Loyal customers are more likely to spend more money. Increasing your customer retention rate by 5% can increase profits by 25% to 95%. In this post, we walk through member retention strategies that keep your members engaged, loyal, and coming back for more purchases. 

Member Retention Strategies That Actually Work For Sports Facilities

We’ve seen that rental-based members renew at a rate of about 28%, while training-based members renew closer to 40%. Why? Training builds relationships and results. Here are some tried-and-true retention strategies for sports facilities.

Reach Out When Members Disappear

Sometimes, all it takes to save a member is a simple check-in. When a member hasn’t visited your facility in a while, don’t assume they just lost interest. Reach out personally. A quick phone call, text, or email can make a big difference. Life gets busy, and a friendly message might be all they needed to remind them to come in for a visit. Set a rule for how long a staff member should wait between visits before calling. Also, don’t forget to personalize the message. It shows you care, and it can bring your members back from a cancellation. 

Get Your Trainers In The Stands

One of the most powerful ways to build loyalty (especially in youth sports) is by showing up. When your trainers attend athletes’ games and sit with their parents in the stands, it sends a strong message: we’re invested in your success. These moments create meaningful connections that go beyond the training field. Parents see firsthand that your staff cares about their child’s development, which builds trust and leads to long-term commitment. It also gives trainers insight into how athletes perform in competitive environments, which they can use in their training. 

Use A Referral Program That Drives Retention

A strong referral does more than just bring in new members – it strengthens the community within your sports facility, which directly improves retention. When members train alongside their friends, they’re more likely to stay committed long-term. Try something like “Refer 10 friends, get a month free.” By incentivizing members to invite their friends, you’re bringing in new leads and reinforcing your member bonds, while making everyone feel like they belong.

Create Report Cards to Show Progress

Progress keeps people coming back – and one of the best ways to show progress is with a structured “report card” system. For training programs, evaluate athletes every 90 days using measurable benchmarks. Then, present these results in a format for both athletes and parents to review. Tie it into a reward: “Reach this score in 90 days and earn special recognition at the facility.” Add it to your board and social media pages! This gives your members a sense of achievement. When members see clear progress, they’re more likely to continue training and tell others about the results they’ve seen.

Celebrate Wins On and Off The Field

Retention isn’t just about performance – it’s about how your members feel about being part of your facility. One of the most effective ways to deepen that connection is by celebrating your athlete’s wins, both big and small. If an athlete gets featured in the local paper, don’t let it go unnoticed. A handwritten note from their trainer can make a huge impact. These gestures show that your staff pays attention and genuinely cares about your athletes. 

Final Thoughts

There’s no one-size-fits-all approach to keeping members around, but combining personal connections with structured systems is a proven formula. The most effective member retention strategies focus on building relationships, celebrating progress, and staying engaged with your community. Keep testing and refining your retention strategies to build a loyal member base, fueling long-term success. Need help creating a custom retention strategy for your sports facility? Schedule a free consultation with our experts to get started.