Let’s talk about a term that no one wants to hear: attrition. We fitness professionals understand the importance of attracting new members, but we all too often overlook retention methods.
In reality, the number of members you keep is equally as crucial as the number of new ones you sell.
It’s time to take member retention seriously. Here are the top ways we know to get members to stay longer and invest more.
1. BUILD A RELATIONSHIP TO RETAIN MEMBERS
First impressions are crucial. If someone has a bad first impression of your fitness studio, that it will linger with them even if they purchase a membership.
You never have a second chance to make a good first impression, so go above and beyond to make it a memorable one:
- Greet them at the door with a water bottle, an exercise towel, or any other piece of equipment that fits the workout style of your studio.
- Show them through your studio and point out the amazing features like showers, restrooms, child care centres, and a snack bar.
- Assign them to a more experienced member who can help them if they get lost during the workout.
- After the class, ask them what they thought of it and schedule them for workout #2.
- Call or text them the next day to see how they’re doing with the discomfort, etc.
2. HIRE GREAT COACHES
It’s critical to have the proper staff on board if you want to keep more members. 95% of people feel the teacher is an important factor to consider when choosing a class or fitness studio. The instructor has the power to make or break the lesson.
When hiring, keep the following in mind:
- To keep your members motivated, you’ll need a lot of energy.
- They are well-versed in their field of specialty, ensuring that your members receive the best assistance possible.
- Self-starters, so you don’t have to coach your coaches all the time.
3. AUTOMATING YOUR EMAILS WILL HELP YOU RETAIN MEMBERS
Following up with someone after their initial visit to your fitness class is crucial. When someone returns home and resumes their normal routine, the recollection of how fantastic your location is begins to fade.
So make sure your fitness studio is at the top of their email inbox the next morning with a follow-up email. Inquire about their feelings following the workout the day before. Remind them to return to complete the trial term. Give them some post-workout recuperation advice. Also, include some humour; if you can make them chuckle, they’ll be more likely to buy.
4. RETAIN MEMBERS BY STARTING A FACEBOOK GROUP
It’s critical for someone who is just starting their fitness journey to have a support structure in place to assist them get through the challenges of developing and keeping to a fitness programme. Your fitness studio’s other members can be a tremendous assistance in this area by keeping each other motivated and involved.
The membership Facebook group, as Liberty explains, becomes a place for your members to engage with one another, make friends, offer support and encouragement, hold one another accountable, and more.
As a result, your gym’s members receive far more than just a workout; they also gain a new family.