What is your retention strategy for keeping new members in your gym? If you’ve focused solely on sales, then you’re missing a big slice of future revenue. If members drop off quickly, then your business strategy is really sales based and not retention driven. Instead of keeping existing members happy, you’re constantly on the push for new ones. 

If you’re losing as many customers as you are signing up, considering looking into your retention strategies. Increasing customer retention rates “by 5% increases profits by 25-95%,” according to a survey by Invesp Consulting. Why? Because you’re more likely to sell additional services to an established customer than to a new one.

Six pointers to keep gym retention rates high: 

1. Personalize the customer experience.

Adding a personal touch is as simple as engaging and socializing with members, welcoming customers, and speaking with them directly. A warm hello (ideally using their name), an interaction while they are exercising, and a fond goodbye with a wish to see them again soon all create an atmosphere where someone feels accepted, welcomed, and appreciated. 

2.  Align sales and onboarding.

Creating a smooth sales process eases a new member into your club’s community. This includes a simple tablet-based sign-up system, limited membership options, and multiple channels for becoming a member, including web- and mobile-based options. First, though, most prospects need a solid gym tour where the sales staff can identify the customer’s objectives, exercise intent, and fitness experience.  However, all this good planning won’t make a difference if the individual does not feel comfortable using the gym after they’ve become a member. 

Once on their own, new members may flounder.

These newbies need a strong onboarding tour that builds on the information collected by the sales representative

Why is this important? Because people exaggerate. 

There are three types of new members, according to Retention Guru Paul Bedford:

• Those who’ve never joined a gym before; 
• Gym regulars who know what they are doing; 
• People who’ve belonged to gyms but not used them long-term.

This third member is your stealth weak-link. Like the first “new” member, they need support in the process of using the gym regularly. Yet, because they’ve joined gyms in the past, they may present themselves as more capable than they are — leading to an early dropout rate. 

A well-designed orientation introduces a new member to the club and its gym regulars, as well as identifies a member’s temperament and habits. Armed with this knowledge, a staffer can design an effective game plan for helping that person use the club to its fullest.  

3.  Stay in touch with members.

Shore up attendance in the first few critical months of membership by designing a personalized retention plan for each new member, using an automated messaging campaign. Currently, Gym Insight customers can refine most reports to send messages to members through the Members App.  This “bulk messaging” service gives club managers a tool for reaching out to specific customers. Encourage new members with invites to classes, events, or programs. Reach out to members showing early signs of disengagement with words of encouragement. (Ideally, an active customer should use your club 1-3 times per week.)

4. You’ve got 90 days to get them hooked.

Research shows gym attendance patterns are set within the first three months of signing up with a club. Attendance for most members decreases over time, with as many as 44% of new customers using your club less than once a week at six months. The more your gym interacts with that member within the first three months, the more likely they are to retain their membership and become an active, participating fitness fan.  According to PtDirect.com, members who “visit at least three times a month in the first month of membership rejoin 78% of the time.” That is almost 20% higher than ones who visit less than once a week in the first month. 

5.      Create consistency.

The best way to build a solid guest roster is to give your members something to put on their calendar. This can look like offering multiple classes at the same time 2-3 times each week and designing these classes based on your demographic and community. Don’t get caught up in fitness trends that are not a good fit for your customer base. Evaluate classes based on their retention capability. 

Also, showcase fun experiences by gamifying and celebrating healthy choices. In today’s culture, experiences that can be measured and, most of all, photographed are at a premium. Motivate members by running competitions, hosting events, and establishing programs that measure progress. You members will feel a stronger loyalty, become more personally motivated, and develop confidence in your training by seeing ongoing results. It’s a win-win. 

6.      Fret over the little things.

Keep problems to a minimum. The more often a member encounters a negative experience instead of a positive one, the closer they are to leaving your gym. Minimize discontent and they will stay with you for the long term.

Gym Insight 

Thank you for reading our blog. We are a comprehensive gym management software company providing technology designed to increase membership sales and decrease your time on the floor. By enlisting software that automates everyday procedures and is easy to train and use, you’ve gained hours in the day for your next major project. Gym Insight offers tablet-based sales solutions, digital keytag access systems, and club, employee, and account management without tying up your data or revenue. For more information and free demo of our software, call 1-855-FOR-GYMS and ask for Anthony or Natalia. 

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