Retention – A Key to Success

Retention – A Key to Success

So once you’ve acquired a new member how do you develop a level of engagement that ensures retention?

Retaining members for the long term is critical in the highly competitive fitness industry. The time and expense required by your club to acquire new members is an investment in the success of your business. It is much easier to keep members than find new ones. And, in this competitive environment where consumers are expecting more personalized services tailored to their specific needs you must make your club stand out above the rest. Building a solid relationship and truly understanding the needs and expectations of your members is key to any retention strategy.

Get to Know Your New Members

Joining a fitness club can be an intimidating proposition for many. But you can put new members at ease by providing a comprehensive on-boarding orientation. Make sure they feel that they are a good fit with your culture. Use this time to familiarize them with your facility, understand their goals and make them feel comfortable that you will provide the most effective way possible to meet their expectations. It is also helpful to develop a process that enables you and you staff to learn more about their personal life, their family, career or other bits of information that will help maintain a lasting relationship, in turn developing a sense of loyalty and commitment to your brand.

Survey Current and Past Members

Surveying your members is crucial to your retention strategy. So, listen to current and past members. Use the information obtained from these surveys to assist you and your team with your business development planning. Sample your members about current offerings, satisfaction with personal training and their desire for new program offerings.

Listen to your former members as well. When a member quits, make sure to follow up with them by sending them a short survey. Ask if they would recommend your club to others. Surveying allows you to better understand any issues that might exist. And, in some cases could help you to win that member back if the situation is one that can be rectified to their satisfaction.

Use Effective Social Media Strategies

Social Media can also be a very important tool to understanding the needs of your members. Always be sure that all your social media channels like Facebook provide your members the opportunity to express their opinions regarding your club. Write posts that encourage feedback and engagement. It is very important to constantly monitor what is being said about your club on social media, especially on review sites such as yelp, google reviews and trip advisor among others. In many cases these sites can give you an objective opinion about how others feel about your club and can help you improve the overall member experience.

Engage and Reward Your Clients

Lastly, always be sure to reward loyalty. Make sure your members know that they are appreciated by rewarding them throughout the year for their commitment to your club. Recognize birthdays, membership anniversaries and other important events. Developing a member referral program is important as well. Encourage them to refer their friends by providing discounted or free classes, free nutritional supplements, discounts on athletic wear or other offerings. Not only is word of mouth adverting inexpensive and effective, your members who work out with friends are more likely to remain members for the long term.

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About LeadDolphin

A Nashville, TN based company, LeadDolphin is an innovator of health and wellness business practices and solutions. The executive team has over 5 decades of experience in marketing, management, and business development. is a lead management and (CRM) customer relationship solution. 
By using the tools; Sonar, Echo and Pulse, your company can work more efficiently and have a distinct advantage over your competitors

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