HALFWAY THROUGH 2025 WE LOOK AT THE KEY TRENDS AND SHARED CHALLENGES OF NEW ZEALAND CLUB OWNERS
Rachel Saunders Senior Business Development Manager Travelling Around NZ
I recently returned from a trip around New Zealand visiting gyms and catching up with some of the incredible club owners we work with, and I have to say, it’s still one of my favourite parts of the job!
Whether it was reconnecting with familiar faces or meeting brand new clubs for the first time, there’s something special about seeing the energy and passion happening on the ground, especially as new gyms continue to pop up in more locations than ever before.
Across the board, a few key trends and shared challenges kept coming up in conversation and I wanted to pass those insights on, in case they help you in your own club.
Retention: Keeping Members Engaged
One of the most common themes was around member retention. With more competition than ever, retaining members is just as important as attracting new ones. A few simple but effective strategies we heard about or saw in action included:
• Personalised follow-ups after sign-ups or missed visits
• Front desk staff learning names and building rapport early
• “Bring a friend” initiatives to boost accountability and social connection
• Check-ins from trainers or class instructors to re-engage members after quiet periods
• Celebrating small wins (milestones, attendance streaks, etc.)
Retention often comes down to making members feel seen, valued, and part of something , not just a number.
Lower Group Fitness AttendancE
Another common thread was declining numbers in group fitness classes, particularly in off-peak times. A few clubs are tackling this with:
• Free friend passes to encourage group accountability
• Trial weeks open to the local community
• Instructors sharing real-time class clips on social media
• Staff actively promoting classes on the floor, not just at the front desk
• Adding “beginner-friendly” classes to reduce intimidation for new members
Driving energy and community around group fitness can often reignite interest and help boost broader retention too.
Keeping Up with Social Media & Meta Changes
It’s no surprise that many club owners are finding the pace of social media overwhelming, especially with frequent Meta updates, algorithm shifts, and trending content always evolving.
Some helpful reminders:
• Don’t wait for a trend to fully take off….if it fits your brand, jump on it early
• Use your instructors and team to show real faces and real energy online
• Create simple repeatable content formats (like member shoutouts, gym tips, or transformation stories)
• And of course, we’re always here to help….whether it’s building audiences, refreshing your creative, or running Meta ads that actually convert
Go Viral When You Can
With social media more crowded than ever, attention spans are short, often just 1 to 4 seconds. That’s why bold content works best.
In one of our most successful recent CFM campaigns, our team bungee jumped off a bridge in Auckland, talking about the health and fitness benefits mid-air and the campaign exploded online.
We’re not saying you have to jump off a bridge (though we will, if you want us to!) but the message is: don’t be afraid to go big and think outside the box with your digital content.
“You can’t LOSE when you use CFM”. If you haven’t seen it yet, check out our recent Monopoly style video featuring club owners across New Zealand sharing why they choose to partner with CFM
Wishing you a strong second half of the year! If you ever want to chat through ideas, get support, or plan your next campaign, I’d love to chat!
PS: If you’re based in the North Island, I’ll be doing another trip soon, feel free to email me if you’d like me to stop in.
