#145 Beyond the Hard Sell: The Evolution of Loyalty in the Fitness Industry

What if the secret to building a truly loyal gym membership—or any recurring customer base—starts the moment someone tries to leave?

That question struck me while talking with Blair McHaney, a trailblazing fitness industry leader who’s spent more than 40 years reimagining how gyms can deliver customer (or, as Blair puts it, member) experience. Too often, fitness centers focus on sales at the expense of real loyalty, missing the deeper connection that gets members to not only return, but rave about you to others—even after they’ve canceled. In this episode of the Delighted Customers podcast, Blair reveals why retention isn’t about holding onto credit cards, but about keeping (or regaining) a place in members’ hearts and minds. We dive into actionable strategies for creating club experiences so powerful that over 50% of new signups are from people who used to be members—and choose to come back.

Blair’s insights are essential listening not just for those in the fitness industry, but for anyone who wants to operationalize customer experience in a way that drives lasting loyalty and real business results. His expertise in data-driven experience design, journey mapping, and hospitality is second to none. Whether you lead a gym, a bank, or a tech company, Blair will challenge the way you think about member lifecycle, operational excellence, and the critical role of small, human moments that delight customers.

Here are three burning questions Blair answers on the show:

• Is it a myth that gyms just want to sell as many memberships as possible, hoping for high turnover—or is there a smarter, more humane way to build retention and lasting brand love?

• What are the often-overlooked operational “basics” (think: cleanliness, equipment repair, and front desk hospitality) that form the foundation for differentiation in a crowded industry?

• How do journey mapping and persona-driven training—far beyond standard SOPs—transform employee culture and drive a superior customer experience at scale?

I invite you to listen, subscribe, and share this episode! Find it on Apple Podcasts and Spotify, or search for Delighted Customers on your favorite podcast platform.

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Meet Blair McKaney

Blair McHaney is an entrepreneur, innovator, and CX educator with over 40 years of hands-on leadership in the fitness industry. He currently serves as President and CEO of MX Metrics, Medallia’s fitness vertical partner, where he leads data-driven strategies to enhance member experiences across nearly 1,000 fitness clubs worldwide. Prior to that, Blair spent three formative years at Medallia as VP of Strategic Initiatives, where his operational expertise—not tech background—helped launch scalable approaches to customer and member experience management. He’s also an owner of two successful fitness clubs in Central Washington, where he’s pioneered a radically member-centered approach to retention, alumni creation, and frontline hospitality.

Blair’s journey is a testament to learning by doing: from journeyman carpenter to gym owner at age 23, to tech-enabled CX leader, he’s obsessed with operationalizing experience. He’s a champion of “alumni creation”—ensuring members who leave do so as fans, not detractors—and believes the greatest opportunities in fitness (and beyond) are found in reimagining processes, policies, and employee education to put the customer first. Connect with Blair at LinkedIn or by email at [e-mail].