At Gym Master, we know that you’re in the health and fitness business for the great lifestyle and the huge business potential, so based on the feedback we have had from our members we have decided to put together some tips for getting the most out of both sides of this business. Over the next few weeks I’m going to be discussing topics that should be of vital interest to any fitness club owner. Today’s topic is member retention. Did you know… It’s much easier to retain an existing member than it is to attract new members to a fitness club? Of course you did. And even though it might be obvious, but it doesn’t make it easy! For a lot of fitness and health clubs the recruitment part is a piece of cake, but they just don’t have the knack for getting members to stick around or renew their contracts. (Others are awesome at retention, but fall down on recruitment. But that’s a topic for another day!) So you’ve spent all this time, money and effort getting your prospect to sign on the dotted line. How can you keep them coming back for more? Over the next few weeks I’m going to give you my top five tips for retention and here’s tip number one:
Retention Tip #1: The key to member retention is INVOLVEMENT.
Here’s a painful truth: No matter how impressive your equipment or facilities, the truth is that it’s just equipment. Your members have no particular attachment to it. What keeps members coming back is a high degree of INVOLVEMENT in your club. They might have a class they take regularly, or an instructor they love, or a good relationship with a personal trainer who just “gets” them. All those things are “involvement”. They’re what makes your club unique and irreplaceable, and it’s what will keep them from running away to another club. Try to find ways to get your members “involved” in your club. Get them loving you for your personality, not just your pretty face! Have a good week and stay tuned for TIP #2