Episode 9 Show Notes
Episode: Stop the Member Churn: Why Neurodivergent People Abandon Your Gym
Why Gyms Are Losing Neurodivergent Members (And How to Fix It)
The untapped market that could solve your membership retention problem
TL;DR: Your gym is likely losing 15-20% of potential members because it's not accessible to neurodivergent people. The good news? The fixes are simple, affordable, and will actually improve the experience for ALL your members while building incredible loyalty.
The Hidden Cost of Gym Inaccessibility
As a gym owner, you're probably familiar with the dreaded membership churn. People sign up with enthusiasm, then disappear within weeks. You might assume it's motivation, but what if I told you that a significant portion of your lost members aren't leaving because they're lazy—they're leaving because your gym environment is literally overwhelming their nervous system?
I'm Rhiannon, an autistic and ADHD personal trainer and I’ve experienced this firsthand. I've also worked in gyms and seen how many well-intentioned fitness spaces accidentally exclude neurodivergent people.
Here's the reality: neurodivergent people represent 15-20% of the population, and when accommodated properly, we're incredibly loyal customers.
What Neurodivergent Gym Members Actually Experience
Picture this: Someone walks into your gym full of good intentions. They've planned their workout, psyched themselves up, and they're ready to start their fitness journey. Then they're hit with:
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Loud music, bright fluorescent lights, and crowded spaces that make their nervous system go into fight-or-flight mode.
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No clear signage or layout map, and they can't bring themselves to ask staff where the toilets are.
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Unavoidable reflective surfaces everywhere, creating constant self-consciousness.
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Staff using fitness jargon and assuming prior knowledge during inductions.
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Feeling watched, judged, and like they don't belong in a space built for confident, already-fit people
This isn't about being "difficult" or "making excuses." These are genuine accessibility barriers that prevent people from using your services—just like a lack of wheelchair ramps would prevent someone with mobility issues.
The Business Case for Neurodivergent Accessibility
Here's what most gym owners don't realise: neurodivergent people are the most loyal customers you could ask for. Why? Because we don't like change. Once we find a gym that accommodates our needs, we stay. We become your long-term, reliable revenue.
But right now, you're losing us in droves because of easily fixable environmental issues.
The Simple Solutions That Work
The best part about making your gym neurodivergent-friendly? Most changes are inexpensive and actually improve the experience for everyone. Here's my accessibility wish list:
Immediate Fixes (Low Cost, High Impact)
Clear Navigation
Create a simple map showing cardio, weights, toilets, and exit locations
Use colour-coded signage for different zones
Ensure staff are visible and approachable on the gym floor
Video Guides
Add QR codes to equipment linking to short demonstration videos
Create virtual induction tours people can watch at home
Provide written information alongside verbal instructions
Sensory Considerations
Advertise quiet hours or low-sensory time slots
Offer reduced lighting and lower music during specific times
Create small spaces where people can decompress if overwhelmed
Staff Training Improvements
Communication Skills Beyond Scripts
Train staff to recognise different communication styles
Offer quiet inductions with written follow-up information
Teach staff not to assume prior fitness knowledge
Create a judgment-free environment for questions
Bigger Picture Changes
Flexible Membership Options
Offer booking systems for equipment during busy times
Provide induction options (video, written, verbal, or combination)
Create dedicated quiet spaces with seating
Why This Matters for Your Bottom Line
When gyms implement these changes, they see:
Increased member retention: Neurodivergent members who feel accommodated stay longer
Improved reviews: Better experiences lead to positive word-of-mouth
Expanded market reach: You're now accessible to a previously excluded 15-20% of the population
Enhanced reputation: Position your gym as truly inclusive and forward-thinking
The Real Talk
I'm not here to criticise—I'm here to offer insight that could genuinely help more people feel safe enough to walk through your doors and stay. As someone who's both experienced gym exclusion and worked as a trainer, I see both sides of this issue.
“The truth is: when someone leaves your gym after a few weeks, it might not be a motivation problem. It might be an accessibility problem.”
What You Can Do Right Now
Audit your space through a neurodivergent lens—what sensory challenges exist?
Review your induction process—are you assuming knowledge or using jargon?
Train your staff on neurodivergent communication needs
Start small with simple changes like maps and quiet hours
Get feedback from neurodivergent members about their experience
My Vision for the Future
I dream of offering neurodivergent gym consultancy services—conducting accessibility audits and helping gyms become truly inclusive spaces. Because fitness should be for everyone, not just neurotypical, confident people who are already fit.
Your gym has the power to be someone's safe space to start their fitness journey. And that person could become your most loyal, long-term member.
Ready to make your gym more accessible? The neurodivergent community is waiting for spaces that truly welcome us. The question is: will your gym be one of them?
About Rhiannon:
Rhiannon Cooper is a qualified personal trainer with autism, ADHD, and a passion for making fitness accessible to neurodivergent people. She offers online and in-person training in Wolverhampton and runs the Not So Typical Fitness community.
Connect with Rhiannon:
Interested in gym accessibility consulting? Get in touch!
Listen to the full episode: click here or watch the video below.
Share this post with gym owners, personal trainers, and anyone designing fitness spaces with good intentions but limited perspective. Together, we can make fitness truly accessible for everyone.
Join Our Community
If this episode resonated with you, I invite you to join our Not So Typical Fitness community on Heartbeat. It's a space created specifically for neurodivergent people and anyone who needs a different approach to fitness—one that honors mental health, sensory needs, and individual differences.
We share both victories and challenges, supporting each other in ways that work for our unique brains and bodies.
