Most health club operators still focus on getting new members in the door, almost combating monthly attrition with a ‘more sales’ mindset.
This may have worked in the early 2000’s but those days are long gone.
Member retention is sooooo much more than a friendly smile and calling the members by their first name (although this is important). Retention needs to be looked upon as a true system that can be measured.
To truly impact retention in your health club: make a commitment to instituting retention initiatives in all four areas of the Retention Quadrant™. This is made up of:
1. Member Induction
2. Member Experience
3. Member Programming
4. Member Usage
Mastering all four of these in your business will put you miles ahead of your competition.
Like a dinner party, improving retention is much more than doing one thing right but doing many things right.
The big difference is that with retention it’s not a ‘once and done’ event but rather you need to orchestrate many things and make sure they’re done on an ongoing basis.
The saying, ‘the whole is greater than the sum of its parts,’ is a very important principle for ensuring solid member retention.
If you would like to connect and have a chat about how we can help your specific business, please register for a 20-Minute Free Information Call by entering your details in the form below.
That’s all for now,
Frank and Brad
Directors – Marketing For Gyms and Personal Trainers & More Members
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