Why Most Fitness Brands Are Losing Members Without Even Realizing It
- Kyle Olmstead
- 4 days ago
- 4 min read
Most brands think app downloads and flashy gear are enough. They're not.
Here’s the insider riff on how reminders, nudges, and smart upsells actually keep people coming back—and spending.
Let’s get this straight: buying someone a treadmill doesn’t make them fit. Shocking, I know. And yet, most fitness apparel and connected device brands act like it does. They launch products, slap on an app, maybe send a welcome email, and then…crickets.
Look, retention isn’t about the gear. It’s about the gentle, almost invisible nudges that turn “I should workout” into “I can’t wait to hit the gym.” And yes, the brands doing it well are quietly raking in repeat sales while everyone else is scrambling for new customers.
Why Most Brands Drop the Ball
The “one-and-done” mindset: You send someone a tracker, they register it, and you assume they’re hooked. Spoiler: They’re not. Without follow-ups, milestones, or small wins celebrated, engagement drops faster than a failed squat attempt.
Notifications that feel spammy: A push notification saying “Time to move” at 2 a.m.? Yeah…that’s going to land you straight in the uninstall pile. Timing, tone, and personalization are everything.
Upsells that aren’t thoughtful: Slapping a $50 “pro upgrade” in front of a brand-new member is like asking someone to run a marathon on day one. Instead, upsells should feel like natural next steps, tied to real progress.
Connected Fitness Retention in Action
So how do the smart brands actually do it? Let’s break it down in ways that feel…human:
Milestone Nudges: Hypothetical example: imagine a new running shoe owner hits 50 miles in their first month. You ping them: “50 miles already? That’s insane. Ready for the next level?” They feel seen. They feel proud. And yes, they’re now more likely to click that upgrade or new apparel offer.
Behavioral Reminders: Not generic alerts. Real nudges based on how someone uses their gear or app. Maybe they haven’t logged a workout in 3 days, but their tracker shows evening runs are their jam. Send a gentle reminder around that time, with a tiny motivational twist: “Your shoes miss you today.” Human. Clever. Effective.
Smart Upsells: Not every upsell is created equal. Think personalized recommendations based on usage patterns. Hypothetically, if a yoga mat owner logs 20 sessions in 30 days, a nudge like: “Looks like your flow is strong—here’s a prop that can level it up” works far better than a blind $100 offer.
Gamified Engagement: Points, streaks, leaderboards—these aren’t just for games. They create psychological triggers that make a member open the app even when they don’t feel like it. The brands that gamify intelligently see 2–3x higher retention. And yes, that means more gear sales along the way.
Celebrate the Small Wins: A simple “Hey, you crushed your first week!” message can build loyalty faster than a 50% off discount email. Because humans crave recognition. And if your brand is the one giving it, you stick in their minds—and wallets.
The Science Behind It
I love data because it doesn’t lie. A few quick nuggets:
80% of app users drop off within the first month if they don’t get contextual engagement.
Gamification increases retention by 30–60% in wellness apps.
Personalized nudges based on behavior double the likelihood of repeat purchases versus generic campaigns.
So yes, sending a push “It’s time to workout!” is cute—but it’s not strategy. It’s noise.
Why This Works
It’s all about human psychology, not just code or clever UX:
We respond to small, achievable milestones. They build confidence and habit.
We hate feeling ignored. A personalized nudge = “You matter to us.”
We love status and progress. Gamification + visible milestones = emotional stickiness.
We are lazy spenders. Make the upsell feel like a natural next step, and we’ll say yes.
Quick Take: How I’d Hypothetically Use This
Let’s say I’m advising a brand that sells connected kettlebells and apparel:
Week 1: Welcome + beginner workout plan + subtle milestone goals.
Week 2: Gentle nudge if usage drops, with micro-tip video.
Week 3: Achievement badge + optional add-on suggestion (new gloves, shaker bottle, etc.).
Month 1: Celebrate streak + reward points redeemable for apparel discount.
Notice the pattern? It’s not aggressive. It’s consistent. It’s human. And it works.
The Cost of Ignoring It
Skipping connected fitness retention isn’t just “missing an email open.” It’s:
Fewer repeat sales.
Lower lifetime value.
Wasted marketing spend across channels trying to fix the leakage.
Members who feel forgotten and churn quietly.
In short, it’s expensive—and completely avoidable.
The Takeaway
Your members won’t magically keep themselves engaged just because your gear is cool or your app looks nice. You need nudges. You need milestones. You need thoughtful upsells. You need engagement that feels like a friend cheering them on, not a robot yelling at them.
When done right, connected fitness retention turns first-time buyers into loyal members, casual users into hardcore fans, and apps into ecosystems that drive real revenue. And the brands that get this? They don’t chase new users—they cultivate loyalty.
So…what’s your next move? How could a few clever nudges, milestone celebrations, or perfectly timed upsells change the way your members engage—and buy—without spending a penny more on acquisition?
Comments