I just began working for a small gym and I am trying to improve member retention. I am planning on calling and emailing the members who haven’t been in for a while. To be frank I’m not the best at making emails. Before I start sending out these emails and making calls I want to make sure Im asking all the right questions. Do you have any suggestions or perhaps any templates to follow? Thanks everyone!
Whenever a bootcamper misses a bootcamp I text them or email a very short notice:
“Missed you at bootcamp tonight, everything ok?”
You may want to send your lost or absentee clients an incentive to come back such as half off one month membership or a free t shirt or one free training.
As for proper wording, you know your clients best, I like keeping is short and sweet.
Be genuine and honest.
It is kind of like layers. Making the effort to get to know people as soon as they join the operation is a good way to have a basis to reach out. The best communication is to build a relationship when they are first coming.
This can be underlined with birthday or holiday greetings and thanks, or social gatherings.
Then if someone misses a class or stops booking you have the opportunity, as Sue says to send a short email to check on how they are doing. If you already have a good relationship with them that short email will help underline that.
As you are new presumably you will not know everyone well, so you are kind of starting in the middle. This can be used as an opportunity though. If you send out an email you could introduce yourself, let them know you are interested in getting feedback, and would love to chat by email or by phone, or in your office (you might give a specific time you are in for drop ins so there is no conflict) if anyone has thoughts or ideas. I did this at one of the places i worked and found it worked well. I had to let them know I couldn’t fulfill every request, but that I wanted to hear what people had to say and to try to make things work for as many people as possible.
Adding a discount code for anyone who has not been in for 3 or 6 months is also a good strategy.
It is always good if the communication is couched to show that your interest in them is not just about getting numbers up and opening their wallets, but about you listening and trying to build community.
Hello Sal Leitch,
Rapport comes in to play here; get to know people’s names.
You may want to offer a special deal to those who bring a guest and a better or different deal for those who bring back your “lost or absentee” members.
I ask how they are and if I may be of help; but, do not push the issue.
No worries; people go through hard times, at times.
Natalie aka NAPS 2 B Fit.
As a personal trainer and spin instructor,over the past few years, I have to deal with many tyes of people and personalities. From my experince it starts with the first time you meet them in-club. Ceate a warm and welcoming environment, with an emphasis on responsibilty and accountability both in and out of the gym. As for the members prior to your joining the club, I would do something like “member appreciation day” with an emphasis on being a team, and trying to draw them back at their own will.
I hope I was able to help with the above suggestions.
It’s an interesting position you’re in. You’re in a brand new job, so you don’t know any of the members who have left. In that specific situation, here are my thoughts.
1) Before you work on getting former members back, how about getting to know the members who are still there? Spend time meeting and greeting people at the front desk, find out what they like about the club, what makes them come back. Is it the amazing classes? Is it the equipment? Is there a social factor? Is the club clean? Find out how your club works and start out by finding out whether there are people who are still paying for membership that could be made happy. If there are things that aren’t working, find out if these problems can be fixed. It’s easier and less costly to keep a customer than to get a new one, especially if the new one is a disgruntled former one!
2) Do you have any information on why the members left? This might help you get them back. If, for example, someone said that the treadmills were too busy and they didn’t like to wait, maybe you could talk to that person about the new equipment (if any) that your gym has that will cut down wait time. etc.
3) Since you don’t know the people who left personally, that could be in your favor. A call or an email introducing yourself, and that you’d like the chance to earn their business back.