Fear Factor: Why Prospective Members Don’t Join Your Gym

[The Cube]

If you were to stop anyone on the street and ask them whether they
think exercise is good for their health, they would undoubtedly answer
with an emphatic “yes.” If you then asked them if they exercise, four
out of five adults would answer “no.” What accounts for this
contradiction?



Individuals who struggle to be active often cite lack of time, lack of
resources and/or financial constraints as barriers to exercise.
Although these are indeed obstacles, they are barriers that can be
managed to an extent by the individual. All anybody really needs to
exercise is 30 minutes and a pair of comfortable walking shoes. But
even with 30 minutes to spare and a pair of cross trainers, how many
people could meet their goals without any help?

Most people need guidance and support to meaningfully address their
health and fitness needs. Health clubs are the perfect solution. We
have the trainers, the facilities and the social support. So why do
Americans stay away from health clubs in droves?

In 1998, an IHRSA study summarized five fears that keep potential
members from coming through a club’s front doors:

1. Physique anxiety. Chances are, you have heard someone say, “I need
to lose five pounds before I go to the gym.” When trying to picture
themselves in a gym environment, many prospective members imagine that
they will be surrounded by and compared to spandex-clad men and women
with perfect bodies. Images of hyper-muscular bodybuilders and ultra-
thin models commonly found in fitness magazines, supplement ads and
health club marketing propaganda create an unrealistic picture of the
average gym-going population.

2. Fear of looking stupid. Sixty-nine percent of Americans over the
age of 16, or 164.5 million people, have never belonged to a health
club. They don’t know what to expect, what to wear or how to use any
of the equipment. While we as fitness professionals look at the
fitness floor and see leg presses, cable crossover columns and Smith
machines, the new member sees rows of strange metallic contraptions
that they don’t know how to operate.



3. Fear of isolation. One of the biggest benefits of being a health
club member is the network of social support, but new members may
worry that everyone already knows each other and that they will be
outsiders. It’s like being the new kid in school.



4. Fear of looking like a klutz. Attempting unfamiliar exercises in
the middle of a busy gym floor requires a lot of self-confidence. If
you have ever slipped and fallen as you walked down the street, you
were probably embarrassed to end up sprawled across the sidewalk. You
likely stole a quick glance around to see if anyone was looking. It is
the same discomfort members feel when they drop a weight stack, or the
physioball comes out from under them as they learn the ropes.

5. Fear of high-pressure sales tactics. In the 1980s and 1990s, clubs
had a lot of churnover. Many people remember the aggressive, cash-
focused sales tactics adopted by companies that came and went. In
other clubs, lifetime or long-term contracts were common, not to
mention difficult for members to cancel when necessary. Unfortunately,
the industry has been judged by the actions of these less reputable
operators, and the stereotype persists.

Once clubs have identified factors that can negatively influence a
prospective member’s decision to join, they can take steps to allay
those fears. Next month in part two of this article, we’ll examine
ways for club owners to optimize their club’s physical environment and
adopt sales and service strategies to mitigate consumer fears.