Just because the FTC paused “Click to Cancel” doesn’t mean you should
Yes, the regulation may no longer be mandatory—but that doesn’t mean offering an online self-service cancellation process isn’t still the smart move for gym operators.
Here’s why:
Retention Starts with Trust
When you make it easy for members to leave, you actually create more reasons for them to stay. A digital cancel process gives you the chance to present personalized offers, gather real feedback, and even win them back—without the pressure of a phone call or in-person confrontation.
Better Data, Better Strategy
Let’s be honest: most of us think we know why members leave, but the industry has relied on anecdotal excuses for years—“I’m moving” or “I got hurt” being the default lines. An online workflow gives you clean, structured insight into real churn drivers, helping you address the root cause.
Improved Member Experience
Consumers today expect self-service. Whether it’s booking a class, updating billing, or ending a membership, the experience should be seamless—not a game of phone tag. A better offboarding process enhances your brand—even at goodbye.
Operational Savings
Staff time is better spent building community and driving engagement—not processing cancellations. A digital cancel/save flow cuts support volume and reduces friction across the board.
Let’s face it: the fitness industry has a retention problem. Giving members more control—and using that moment to learn, engage, and recover revenue—might be the fix we’ve been avoiding.
You don’t need a mandate to do the right thing.
