How the “Good Guy” Strategy Can Boost Your Gym’s Retargeting Campaigns and Build a Non-Intimidating Brand
In today’s competitive fitness landscape, gyms and health clubs are constantly seeking ways to stand out and retain members. One of the biggest challenges? Balancing retention efforts with a friendly, approachable brand image. For many members, the fear of a gym being “harsh” on those who are inactive or want to cancel can deter potential sign-ups and lead to higher churn rates. Enter the “Good Guy” strategy—a powerful approach that fosters positive relationships with members, even when they decide to leave.
In this blog post, we’ll explore how your club can adopt the Good Guy strategy, not only to re-engage cancelled members through retargeting campaigns but also to build a brand that is known for being supportive, not punitive. Let’s dive in.
What Is the “Good Guy” Strategy?
The “Good Guy” strategy is a member-friendly approach that focuses on making cancellations and returns as easy and welcoming as possible. Instead of penalizing members for canceling or becoming inactive, this strategy emphasizes open communication, no hard feelings, and leaving the door open for members to return whenever they’re ready.
When done right, the “Good Guy” strategy helps your club stand out from competitors that may be seen as too aggressive or rigid when it comes to cancellations and retention efforts. This creates a positive image and allows your gym to recycle its former member base through personalized retargeting campaigns that emphasize the ease of coming back.
Why This Approach Works for Gyms
1. Reduces Negative Sentiment Around Cancellations
Members who feel pressured or penalized when trying to cancel their memberships are less likely to return in the future—and they may even spread negative reviews. The Good Guy strategy removes the fear of cancellation. By making the process smooth and friendly, you build trust with members and foster a long-term relationship, even if they aren’t actively using your services at the moment.
2. Encourages Long-Term Brand Loyalty
Just because someone cancels doesn’t mean they’re gone for good. The Good Guy strategy encourages members to think of their relationship with your gym as flexible and on their terms. This flexibility makes it more likely that they’ll return when they’re ready to resume their fitness journey, building a sense of loyalty that rigid contract-focused gyms can’t offer.
3. Retargeting Becomes Effective, Not Pushy
When members leave your gym on good terms, they’re much more open to being contacted again in the future. Retargeting campaigns, such as emails or social media ads, are far more effective when the messaging is friendly, welcoming, and offers value instead of high-pressure sales tactics. Members who had a positive experience, even when canceling, are more likely to rejoin after receiving a gentle nudge.
Using the Good Guy Strategy in Retargeting Campaigns
Here’s how you can implement the Good Guy strategy in your club’s retargeting campaigns to bring back former members in a way that builds your brand as friendly and welcoming, not harsh or aggressive.
1. Craft a Warm, Positive Exit Process
It starts with the cancellation process itself. Ensure your members can cancel easily, either online or with minimal hassle. Send a thank-you email after they cancel, letting them know you appreciate their time with your club and that they’re always welcome back.
Example Email: “We’re sad to see you go, but we totally understand! Life gets busy, and priorities shift. We want you to know that the door’s always open, and if you ever want to jump back into your fitness routine, we’re here for you. Until next time, stay active and healthy!”
This tone ensures that even in the cancellation phase, you’re fostering goodwill and making it easier for members to return later.
2. Time Retargeting Campaigns with a Gentle Touch
Once a member has canceled, don’t immediately bombard them with sales offers. Instead, wait a few weeks or months and then send personalized, friendly communications that focus on welcoming them back when they’re ready.
Use retargeting ads on social media platforms or email campaigns to offer incentives like:
A waived sign-up fee for returning members
Discounted membership rates for a limited time
Special guest privileges to bring a friend along
Example Ad Copy: “We miss you! Thinking about coming back? We’ve got an offer just for you: Rejoin today with no sign-up fee and start working toward your fitness goals again. Plus, bring a friend for free with our special guest privileges!”
This type of messaging shows members that you’re here for them when they’re ready, without being overbearing.
3. Highlight Flexible Membership Options
Part of the Good Guy strategy is offering flexibility to your members. Whether it’s month-to-month memberships or a freeze option for members who need to take a break without canceling, showcasing these options in your retargeting campaigns can encourage former members to return without the fear of long-term commitments.
Example: “Not ready to commit long-term? No problem! Try our flexible month-to-month plan and enjoy all the perks with no pressure. Whether you need to take a break or come back full-time, we’ve got options for you.”
This messaging is key to reassuring members that they won’t face penalties for inactivity, making it more likely they’ll return.
4. Create a Welcoming Brand Culture
Beyond the messaging, your gym’s culture should reflect the friendly, supportive attitude that the Good Guy strategy embodies. This means offering a judgment-free environment where members feel welcome regardless of their fitness level, how long they’ve been away, or their goals.
Promote this welcoming atmosphere in your retargeting ads and content marketing. Use language that conveys inclusivity and encouragement rather than intensity or exclusivity.
Example: “No matter where you are in your fitness journey, we’re here to help you get back on track—at your own pace. Our gym is built on community, and we’re always excited to welcome back familiar faces!”
5. Leverage Testimonials from Happy Returners
If you have members who canceled but later rejoined, use their stories in your marketing! Testimonials from members who returned and found value in coming back can be a powerful motivator for others in the same situation.
Example Testimonial: “I canceled my membership when life got hectic, but when I was ready to get back into shape, it was so easy to rejoin. The gym welcomed me back with open arms, and it felt great to pick up where I left off!”
These testimonials show prospective returners that your gym doesn’t hold a grudge when members leave, making them more likely to re-sign.
Building a Brand That’s Not “Harsh”
By adopting the Good Guy strategy, your gym can build a brand that’s known for being approachable, flexible, and understanding. This is especially important in an industry where members often feel intimidated by contracts, penalties, or strict gym cultures. Instead, your club becomes a place where members feel safe to cancel and return, knowing that their relationship with your brand is valued no matter what.
When you show that you care about your members’ fitness journeys, even if they take breaks along the way, you create long-term loyalty and attract members who appreciate a gym that’s as focused on support as it is on results.
Final Thoughts
The Good Guy strategy is a powerful way to boost your gym’s reputation, reduce churn, and increase member re-engagement. By focusing on positive, friendly communication and flexible options, you’ll not only attract new members but also retain a loyal base that sees your gym as a welcoming place, not a pressure-filled obligation.
By using this strategy in your retargeting campaigns and overall brand messaging, you can stand out from the competition and build a community of members who are happy to return—even after they’ve left.
