This episode we will discuss an area of retention that has the potential of producing the most leverage particularly for established health clubs in terms of improving results towards success.
Contrary to most beliefs 90% of gym members value communication.
It is important to have regular interactions on the gym floor.
Ensure that interaction is a focus of your gym instructors. That they are always looking to mingle and communicate with your members.
People believe that personal touch is better that is true when it comes to face to face interactions but email has proven to be more effective than a phone call when it comes to retention.
One negative point when it comes to phone call is that they take more time than sending an email.
SMS produces the highest amount of penetration rate at 90%.
A combination of email, SMS added with a little bit of phone call is what we highly recommend.
Every two interactions that your gym instructors have with a member in a given month results in one extra visit which is a positive driver of retention.
Any additional visit by a member in a given month reduces the risk of membership cancellation by 33%.
Researches show that the first 90 days is crucial in member retention.
Consider giving incentives particularly in this 90 day period to keep them coming regularly and reduce the rate of cancellations.
Social interaction affects renewals, cancellations are 56% higher for those who just used the gym equipment versus those who exercise in groups.
Training in small groups give the following benefits:
- People enjoy it
- Socializing produces higher retention rate
- Social interaction also affects our overall member satisfaction
70% of those who made new friends through their membership consider themselves as promoters.
Social interaction is a retention driver.
Long term members tend to become dissatisfied and can become a detractor, don’t take these members for granted. Don’t forget to keep them happy.
Have a process wherein you can touch base with these groups to keep in contact with them and see how they are going. Simple acknowledgements can go a long way for them.
Come up with a survey that generates key words for both promoters and detractors, from there you will get hints what causes dissatisfactions and turn them to satisfactions.
Our staff is our biggest asset when it comes to member retention, train them to ensure that social interaction occurs in your gym.
Reaching out whether it be trough phone, email, text or social media doubles the likelihood of a promoter rather than a detractor.
Those members who have not attended for more than a week but have attended in the last 2 are the highest risk of dropping out. Have a system to follow up on these group to help them re engage.
Your promoters are both your youngest and your oldest members. These age groups tend to have the highest promotion rate. Ages 16-24 and those who are 65 and above.
Do not neglect the older members as they tend to be the most loyal and most consistent ones.
Turn these given facts into strategies and tactics to improve member retention.
It is easy to copy strategies from other health clubs but without the principles behind these strategies may not produce the same outcomes.