So question for you... Why do you have 12/24 month contracts? Do your clients have the option of rolling contracts or PAYG?
Or is it that you make far more money out of the ones not coming than the ones that do come...?
Two ways to look at it:
Customer: We want members who are committed to themselves and their club. People who want a nice comfortable gym, that is clean, maintained well and not over crowded will have no problem committing to a contract. Likewise they want members surrounding them that are also committed to themselves and the club (respect the club etc).
They also see the monthly draw coming from their account and most people I communicate with, see this as motivation to use the club, 'if I'm paying for it, I'm going to use it!'
People really do struggle with motivation, and to keep it going, paying for it monthly, with no out, gives them that commitment they need (hopefully).
Business: It's a no brainer, I want consistency through my monthly remits, not just in January when a load of start ups kick off.
My gym is more expensive, and is not for everyone. We tailor it to our clients who want that more up market, comfortable feel. This way, we don;t run in to the problem with the OP where we are over crowded.
Edit* Yes, after the initial 12/24 month contract, they go into a month-to-month style membership. Industry studies show that the average customer keeps their membership for 15 months regardless of contracts etc
Hope that helps
