Ever wonder why so many gyms close their doors soon after the ribbon is cut? Even those that continue to function are losing clients every day. Fitness is a big thing today, so what could go wrong? From a bad location to poor services and high prices, there are plenty of reasons why conventional health clubs fail. The lack of business know-how plays a major role.

As a gym goer, you might wonder why your favorite health club has gone out of business. After all, it’s not fun to switch gyms every few months. A common cause is the trainers’ lack of involvement.

Most people look and feel the same now as they did when they joined a gym. Some receive bad advice or simply lack the motivation necessary to get in shape. Others keep doing what everyone else is doing instead of following a personalized program. In fact, many trainers recommend the same exercise plan to most clients, ignoring their specific needs.

Curious to find out more? Here are some common reasons why traditional health clubs have been massively failing fitness enthusiasts:

Lack of Involvement

The gym is supposed to be a comfortable place. Members should be able to work out without the fear of being criticized or judged by others. Yet, this rarely happens.

In fact, a staggering 23 percent of gym goers are too embarrassed to use the equipment. Many simply lack the basic knowledge to exercise safely and achieve results.

Under these circumstances, one would assume that fitness instructors should be able to help. Unfortunately, that’s not the case. Many coaches just sit there without taking their job seriously. It’s not uncommon to see gym goers who use the equipment improperly, putting themselves at risk for injuries. Yet, the trainers do nothing about it. They just watch and move on.

Most times, gym instructors simply don’t care. Other times, they lack the skills and expertise required for this job. Health clubs often hire unqualified trainers who got their diploma online and have little or no experience. After all, they’re cheap to hire and would do anything to get a job.

The best gyms out there are famous for their top class instructors. Their trainers are featured in popular magazines and even run their own business. Plus, they’re certified by established organizations and have invested heavily in their education. These people live and breathe fitness, and know how to get their clients in the best shape.

Lack of Professionalism

Many business owners open a gym and expect it to grow and attract people without actually doing anything about it. They don’t care how comfortable members feel, what their experience is like, or what they expect from their membership.

Long-term success lies in the small details. No gym has ever failed because it was properly equipped and the staff spent a lot of time making sure every client felt taken care of.

As a gym goer, you probably know how it feels to join a new facility and discover that the reality is far from what was rumored. You go there and realize that the staff is careless and the machines are poorly maintained or simply don’t work. The trainers fail to meet your expectations or ignore you altogether.

Even if the equipment is new and shiny, no one actually uses it. All you see are people attending group classes or doing mat work because they don’t know to utilize those fancy machines. And the instructors don’t help either.

Not Listening to Their Clients

Let’s assume you’re willing to get over these issues. You go to the gym manager’s issues and discuss your concerns. Other clients do the same. Yet, a few months later, everything looks the same. The management ignores your feedback and keeps investing in the wrong staff and poor equipment.

Just because a health or fitness club has a growing membership base, it doesn’t mean it will continue on the same incline. Unless it meets customers’ expectations, it will fail sooner or later.

Not Having a Consistent Marketing Message

Developing a consistent marketing message is crucial for any business, including gyms and health clubs. This helps increase brand awareness and strengthens its identity. Yet, most gym managers fail to build a consistent brand, sending the wrong message.

For instance, potential clients see an online ad saying that the new gym in the neighborhood has everything you need to get leaner, stronger, and ripped. The moment they get there, all they see are a few yoga mats and treadmills. The equipment is outdated or lacks variety. Plus, most members are teens or women. If you’re a guy trying to build mass, this is not the place to be.

A few weeks later, the same gym launches a TV commercial saying that they offer the best yoga classes in town. Just because it has some yoga mats, it doesn’t mean it’s actually specialized in this niche. Plus, this new facility was supposed to serve gym buffs, not yoga enthusiasts. Their marketing message isn’t just inconsistent but false too.

Failing to Prioritize Member Retention

The issues listed above affect member retention and contribute to a poor customer experience. A gym that fails to offer benefits and programs to keep members engaged will eventually lose its clientele. The competition is tough in this industry, so people can always to another gym.

Spending thousands of dollars on ads and fancy machines doesn’t guarantee success. It’s the staff and services that matter. A skilled trainer will go back and forth to engage his clients and help them reach their goals – with or without the latest equipment.

There is more than one reason why traditional health clubs fail to meet customers’ expectations. As a client, you want to feel special and taken care of. Assess your options and choose a gym or health club that addresses your needs. Look beyond the shiny ads and machines, and see what other members are saying. Most importantly, research the staff and their skills.