You know when a member cancels, but do you know when that member actually started leaving? New research commissioned by Guild Insurance suggests the decision often happens much earlier than when a studio receives a cancellation request.
Guild surveyed 370 Pilates members across Australia and found that many members stop attending long before they stop paying. In fact, 40% reported continuing to pay while going 3 weeks or more without attending classes. This creates a valuable window for Pilates studios to reconnect before disengagement becomes cancellation.
The research revealed that attendance behaviour is a far stronger predictor of member loss than demographics, membership type or spending. What matters most is how often members show up. Members who begin attending less frequently are often displaying the earliest signs of drift, yet many studios are not actively monitoring these changes.
The research also exposed a communication gap. Many members who reduced their attendance or left their studio never shared the real reason why. At the same time, a large number reported receiving little or no follow-up from their studio when their attendance declined.
By the time a cancellation arrives, the member may have been disengaged for months. Tracking attendance trends and reaching out early can help strengthen member relationships, improve retention and increase lifetime member value.
The good news? Members are open to contact. 90% said they would welcome communication from their studio if their attendance dropped off. A simple, timely message acknowledging an absence and asking what has changed can make a meaningful difference.
For Pilates studios operating in a competitive market, understanding the difference between a disengaged member and a cancelled member could have a significant impact on future growth. The opportunity is clear: monitor attendance as closely as revenue and be proactive in reaching out when members drift, rather than reactive when they cancel.
Guild Insurance's white paper, Gone before they cancel, explores the warning signs of member drift, what actually drives retention, and practical actions studios can take to identify at-risk members before they're gone.
DISCLAIMER
Insurance issued by Guild Insurance Limited ABN 55 004 538 863, AFSL 233791 and subject to terms, conditions and exclusions. This information is of a general nature only and is not intended to be advice. Please refer to the PDS and/or policy wording for details. For more information, call 1800 810 213. FIT670750 Pilates Journal article - Nov iss. 09/2026