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!
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.