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!
Since you are working on both retention and finding out why previous members have left, perhaps a survey of some sort would help. Periodically I do this with my class participants (current members who take my classes), just to keep myself in checks and balances and see if I can make some improvements.
As far as retention, it may depend on many factors that you are unaware of–life, work schedule, distance from home, time of classes, machine or equipment availability, etc… Again, a survey may help you start to find out some preferences of your members so you can take steps to improve those areas.
Try sending some motivational emails or text messages to the client. Something that will get them pumped up to workout and into your gym. Sometimes all people need is a little extra motivation.
Hope this helps,
OK, another question…
Do you have a way to measure if you’re being successful? IE, does your club keep statistics on member join rates (members joining per day / week / month)? Drop rates? Average duration of membership (does the average member stay for a year, 3 years, 10 years?)? Do you keep track of the reasons people leave when they drop their membership?
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.
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.