Pass-sharing can be a truly insidious problem. One that can cost your gym money, damage your reputation and even create safety risks and security concerns.
If you have been operating in the fitness industry for a while, you’ve sadly probably come across. Maybe you’re dealing with it right now or have dealt with it recently like so many Gym Owners we know.
Pass-sharing is one of the names we call the infraction of members sharing their access passes, key fobs or other access methods with non-members, letting these individuals into a gym or fitness facility without paying or signing a contract.
That is the bad news. The good news? We here at the Gym Owner’s Forum have the solutions. The fitness industry has been hitting back at Pass-Sharing hard, using new techniques and technologies to make sure that facilities are more secure, members safer and revenue streams are protected. Here’s how to identify, prevent and eventually stop pass-sharing in your gym.
What will we cover in this article?
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What is Pass-Sharing, and Why Should You Care?
Pass-sharing (sometimes called pin-sharing or access-sharing) occurs when a member gives their access credentials to another person, most likely someone with no contract or connection to your facility.
This could be a physical key fob, a membership card, or even a screenshot of a digital QR code. The result? Non-members get free access to your facility, and you lose out on the potential revenue of another paying member.
But a loss of revenue isn’t the only damage being done here. Pass-sharing has a host of other detrimental side-effects. When combined with how hard it can be to identify as a low-level, you can see why we called it insidious at the start. Other issues caused by Pass-sharing include:
Potential Damage To Your Gym’s Reputation:
Paying members might feel, if not cheated, then certainly a little put out if they find out others are getting in for free.
Learning about a pass-sharing issue can have a significant effect on how the value of a membership to your facility is perceived in the eyes of member and non-member alike.
Compromised Security:
Compromised security can lead to all sorts of issues, it can negatively affect insurance claims (depending on policy wording!), it can present a risk to staff, members and equipment alike.
Part of what your members pay for is a safe and exclusive environment, pass-sharing makes it harder to guarantee that with any certainty.
Pass-Sharing Creates Safety Risks:
Non-members haven’t agreed to your gym’s terms or safety policies. This can create awkward legal situations for members, staff and even the pass-sharing individual. It is important to minimise these risks at all costs.
Damage to Morale:
If members see that rules aren’t enforced, they might lose respect for your gym and the value of the service you are providing. Value is a fragile concept and pass-sharing can quickly damage morale and lead to reduced retention rates.
How to Spot Pass-Sharing in Your Gym
One of the reasons we used the word insidious back in the opening is because it can be a challenge to even identify if Pass-sharing is happening within a gym and to what extent. And before we can stop pass-sharing, we need to know if it is actually happening. Here are some red flags to look out for:
1. Unusual access patterns:
This is an obvious give-away. Look for members who log multiple entries in a short time or use the gym at odd hours. If your current software does not easily allow you to easily review this information, it might be significantly harder to identify pass-sharing.
2. CCTV Footage:
After identifying any irregular or unusual log-in patterns, review your security footage to see if the person using the pass matches the member’s profile.
3. Member complaints and feedback:
Pay attention if members mention seeing unfamiliar faces in your gym or if anyone was acting suspicious.
How to Stop Pass-Sharing: Proven Solutions From Gym Owners
Once you’ve identified the problem, it’s time to take action. Here are some effective strategies we at the Gym Owner’s Forum have collected:
1. Upgrade Your Access Control Systems
Fingerprint scanners/Biometric Scanners:
We will lead with the strongest counter to Pass-sharing straight off the bat. These measures are a true game-changer. It is nearly impossible to share a fingerprint, making this a strong deterrent to the vast majority of potential Pass-Sharers.
Upgraded Access Methods:
While not as bullet proof as biometric scanners, using a system that tracks who’s entering and when is the next best alternative. If a pass is used multiple times in a short period, you will now be able to look further into the accounts in question. It is best if this is supported by surveillance technology in order to ensure that the person using the access method corresponds to the member.
Full-height turnstiles:
These make it harder for multiple people to sneak in with one pass. It will also be very apparent on your CCTV footage if this is the case .
2. Membership Management Software and Data Can Save Hours of Investigaiton
Upgraded Access Methods:
Investing in the tools that track member behavior and flag irregularities. Rather than trying to find a needle in a haystack, get the data to point you right to the needle.
The best membership management software will be able to quickly identify when a member is using their pass irregularly.
Business intelligence (BI) reports:
Many modern Membership Management Software providers now provide business analytic tools that will help you to spot trends, irregularities and identify potential pass-sharing before it becomes widespread.
Due to the nature of these analytics it is as capable of identifying one or two pass-sharers as it is an entire swathe of them, allowing gym owners to clamp down on the problem while it is still forming.
3. Create a Culture of Accountability And Respect
Communicate with members:
It might sound obvious, but make it clear that pass-sharing is against the rules and will have consequences. If members believe they are doing something that the gym hasn’t even thought of, they will be emboldened. If they hear you calling out the behaviour they are considering or currently engaged in, they will think twice.
Be Proactive in your measures and messaging:
Demonstrating to members that you are monitoring access points and enforcing your policies and member terms. This can deter pass-sharing before it starts. Pass-Sharing is most likely to occur if members believe that the gym is on auto-pilot and it is believed to be a low-risk action.
4. Address Any Underlying Issues
Neglect or low morale:
As we covered above, pass-sharing tends to occur if members feel they can get away with it. A prominent reason for believing that in our experience is a sense that the gym is being neglected. If members get a sense of this, they might be more likely to attempt to break the rules. Invest in your facility, staff, and member experience to rebuild respect and trust.
Growing Pains/The Challenges of a New Facility:
Pass-Sharing is also common within freshly opened facilities. The line of thinking, rightly or wrongly, is that a new facility will have untested or underdeveloped systems in place. As such, it is especially important for the owners of new facilities (or facilities that are yet to open) that you invest in the infrastructure such as Membership Management Software and Access controls that will show members you are serious on safety and security. Don’t let pass-sharing slip through the cracks. Set up strong systems from the start and nip the problem in the bud before it forms.
Why Prevention Is Key
Pass-sharing is much easier to prevent than it is to fix. By investing in the right tools and systems, you can often stop the problem before it starts. Below are the two types of Gym most at danger of Pass-Sharing and how to start taking measures against Pass-Sharing:
Unmanned gyms:
Even if you don’t have staff on-site 24/7, you can still monitor access with advanced software and security systems.
New Gyms:
Don’t let the chaos of opening day lead to lax security. Set up robust access controls from the beginning.
Need some help?
Pass-sharing might be a common problem for many gym owners, but it is not one you have to accept.
By investing in your access controls, utilising data in a smart, constructive manner and creating a culture of accountability, you can protect your gym’s revenue, reputation and member experience all at the same time.
If you have been struggling with Pass-Sharing or similar access issues, perhaps we can help. We work with suppliers in the industry that have been clamping down on these problems for a long time. Anyone we recommend comes with the recommendation of other independent gym and fitness club owners. So you know they are the real deal. Book a consultation here today.
This project is built on the contributions of gym owners, managers and staff so if you want to share your stories in the comments or send us an e-mail about how you cracked down on Pass-Sharing at your facility, let us know!
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