How members feel inside the walls of their gym heavily influences their decision to stay or cancel their membership, according to a new national survey
The vibes of an environment dictate everything — from perceived value to your mood and even how you feel about yourself and others.
A new national survey of 1,069 U.S. adults has put some numbers behind that idea, revealing that how gym members feel inside the walls of their gym heavily influences their decision to stay or look for greener pastures.
The data comes from experience management and survey technology provider Sogolytics, which conducted the survey last month. It opens with a straightforward finding: members who feel intimidated while working out are roughly twice as likely to say they plan to leave their gym within the next six months compared to those who don’t.
It’s worth noting that much of that discomfort is tied to a perceived sense of judgment from other members. Still, the numbers are telling: 21% of former members say they felt out of place, while 8% reported feeling judged during workouts.
Cost is, of course, a factor (35% of former members cite pricey fees as a reason they left), but 47% of non-members say affordability would motivate them to join. Sogolytics notes this suggests cost is more of an acquisition barrier than a driver of cancellations, while the environment may play a larger role in retention.
It’s a formula Planet Fitness has long banked on, building its high-value, low-priced brand on its inclusive, “Judgement Free” atmosphere and accessible pricing. The gym giant saw visits to its facilities increase 8.9% year-over-year in Q4 2025, according to location intelligence firm Placer.ai.
Sogolytics also identified the types of gyms consumers gravitate toward: 62% of those surveyed prefer large chain gyms, while 48% are drawn to fitness centers with amenities such as pools or spas. Boutique studios resonate with 19%, followed by powerlifting gyms (18%) and CrossFit facilities (14%).
That said, more specialized fitness experiences such as CrossFit, Hyrox, Strong New York and The Athletic Clubs are growing in popularity, a trend that aligns with the report’s findings that belonging and accountability can be key to retention.
When it comes to new-to-fitness members, there’s a small window of opportunity, too. According to the survey, 31% of those new to exercise report losing motivation within the first few weeks, demonstrating a period where early engagement matters most.
The data also points to the role of gym staff. Among current members, 75% say staff make them feel comfortable asking questions, and 76% say the overall atmosphere encourages them to return — a sign that when gyms get the human element right, members notice.
In line with that (and a notable finding for operators looking to keep new members from losing steam), 57% of those new to exercise say they would likely leave if their preferred trainer left, highlighting just how influential those relationships can be.
Even as the industry enjoys crowded gyms, 45% of current members say packed spaces make it difficult to stay consistent, and nearly half of that group say they are somewhat likely or likely to cancel within the next six months.
As for what gets members in the door, affordability leads (47%), followed by proximity to home or work (43%). But when it comes to staying, current members point to friendly staff (31%), a sense of community (20%) and accountability (17%).
One of the easiest and most impactful steps operators can take, the report notes, is to create a warm culture, with small group training for routine participation, recognizing member milestones and hosting events or challenges.
“Ultimately, retention is built through emotional reinforcement, not discounts alone,” Sogolytics notes.
