What to look for when picking a gym membership

When Makaila Atsonglo moved from the Greater Toronto Area to London, Ont., and began searching for a new gym that fit her budget as a student, she immediately noticed a spectrum of pricing models.

She is currently a member at Fit4Less, a self-proclaimed discount fitness gym, with the cheapest memberships starting at $7.99 biweekly.

In her view, a biweekly payment plan is a marketing tactic to make rates appear lower than other gyms that charge monthly. Ms. Atsonglo said her discount gym is smaller than other facilities where she’s been a member and the exercise machines are lower quality. Still, it fulfills her needs.

“It’s for people who kind of know what they’re doing and just want to quickly work out and leave,” Ms. Atsonglo said. “You’re getting what you’re paying for.”

For most Canadians, selecting the right gym is about finding a place that meets both your fitness needs and budget.

When navigating offerings from established chains, independent gyms and discount brands, it can be easy to commit without an understanding of what exactly you are paying for. You may face hidden fees or need to pay more to access certain amenities such as group classes or lockers.

“Cost is a barrier for people – it’s one of the top five barriers to people’s engagement and physical activity,” said Catherine Sabiston, the Canada Research Chair in physical activity and mental health and a University of Toronto professor. She said other barriers include the time it takes to go to the gym and your motivation to actually go.

The cost of gym memberships has been rising, but there’s also increased competition in the field, giving consumers more options, said Charles de Brabant, executive director at McGill University’s Bensadoun School of Retail Management. Though Mr. de Brabant said an increase is difficult to quantify, there has been a notable rise in the number of local, boutique gym brands.

Determining the type of gym that fits your lifestyle is the first step to avoid paying for a membership you don’t end up using, Prof. Sabiston said. Features that can be important to consumers and worth paying extra for include a gym’s proximity to home or work, the type of lighting and the level of social connection.

But she cautioned against joining designer gyms focused on a particular fitness-related trend such as high-intensity circuit training or Pilates, which might follow a fad.

“Everything is a personal preference,” Prof. Sabiston said. “Making sure that you’re going to a gym that is conducive to your own sense of self and enjoyment of exercise is critical.”

Prof. Sabiston recommends consumers seek out a trial period, something many gyms offer on a weekly or monthly basis, to explore their preferences. This can help you understand the gym’s overall culture, demographics and its busiest hours of the day.

Otherwise, you could be forced to pay a cancellation fee or be stuck in a long contract if you later realize a gym isn’t right for you.

Many gyms have a tiered member system that offers benefits and services at different prices, or bills at different times of the month – additional factors to consider when shopping around.

Prof. Sabiston said inexpensive gyms are a viable option for Canadians on a budget, as long as you are safe and comfortable. But you should keep in mind your long-term goals, especially since these gyms typically have less variety in their equipment.

“If you’re paying a yearly membership fee and the gym doesn’t have a lot to offer, once you’re done your first month of using some of the equipment and you want more, it’s not there,” Prof. Sabiston said.

An October, 2023, IBISWorld report showed the gym, health and fitness club industry in Canada was expected to generate $4.6-billion in annual revenue last year. Analysts say competition within the industry is high and will continue increasing owing to the range of fitness options and relatively low startup costs.

Despite high competition within the industry, Mr. de Brabant said it is rare for gyms to negotiate fees with consumers or offer any sort of price matching. Instead, he explained they oftentimes have different promotional periods where sign-ups are incentivized through discounts.

When he joined his current gym in Montreal, Mr. de Brabant was offered a promotion for five personal training sessions at half their typical price.

“What’s nice about that is it’s limited in terms of the number of sign-ups,” he said, comparing it to any ongoing membership or contract.

Both Mr. de Brabant and Prof. Sabiston underscored the importance of research before becoming a new member at a gym, particularly if you are signing a contract.

“You don’t necessarily understand the natural pitfalls until you fall into them,” Mr. de Brabant said.

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