Every January, gyms see the same trend. A surge of motivated joiners followed by a sharp drop-off only weeks later. In this episode, Krissy Vann speaks with Myzone’s Dr Heather McKee, a leading behaviour change specialist, to examine what behaviour science reveals about the January member retention problem and what gym owners can do differently.
Dr McKee breaks down where gyms lose the most members in the first 30 to 60 days, the early behavioural signals that predict disengagement, and how data or wearable feedback loops can help operators intervene before a member drifts. The conversation explores why belonging drives long-term adherence, how micro-communities can anchor new members, and what a behaviour-enabled environment looks like for operators focused on stronger member retention.
As gym owners shape their 2026 strategies, Dr McKee highlights the single behaviour-first initiative with the greatest potential to reduce the annual January drop-off and strengthen long-term retention.
A practical conversation for gyms and operators committed to improving member retention and driving lasting engagement.
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