Every gym owner has encountered the “almost member”. In fact, there is a very good chance you encounter these people a few times a week. They walk through the door, get the tour, ask great questions about the gym, and even compliment how the gym looks perfect for them. It appears to be a membership sold. And then they ghost you so hard that you feel like you are back on Bumble.
They vanish without a trace. Never to be seen or heard from again. And as a gym owner, it is hard not to take some of these “almost members” personally when they don’t come back. But the truth of the matter is there are often psychological problems at play.
“It’s Not You; It’s Them”
Most of us have experienced the easy letdown in the dating world at some point when the potential match informs the possible mate the “it’s not you; it’s me” explanation. However, with these “almost members” at the gym, most of the time it is not you; it is them.
They are experiencing an internal conflict before they ever entered your gym. The “almost members” would love to become a healthier version of themselves, but are they willing to make the commitment through time and money to do so? Plus, factoring in the social exposure and risk of failing publicly can sometimes be just too much for them. The “Fear of Being Seen” is real, especially for those starting the fitness journey for the first time or just getting back into the swing of things after a decade off. They mistakenly think that all eyes are on them, when in fact, people are dealing with their own problems.
Transforming the “Almost Members” into Actual Members
If a person enters your fitness facility and is potentially interested in signing up, even if they are an “almost member”, then there still is a chance. After all, they walked through the doors. And this is when a great staff earns their money.
A staff member who can adapt on the fly, recognizing anxieties the person may be exhibiting, can turn the “almost member” into a signed yearly membership. On the flip side, a staff member who is not great at reading people can accidentally amplify the fear of an “almost member”, and in turn, push them out the door never to return.
Strategies to Learn
During the brief time it takes from welcoming the “almost member” at the front desk to starting a tour of the facility, an outstanding staff member with the correct vibe can start to gather information. Instead of declaring how great the place is and doing the rehearsed one-size-fits-all facility tour, the right staff member will start asking questions.
- “What are your concerns? Likes and dislikes about gyms?”
- “Just between you and me, any anxiety about getting back into fitness?”
- “What are your fitness goals and how quickly do you want to achieve them?”
- “Is there a reason you have not already started on your fitness journey up to this point? How is today different?”
If there is apprehension, slow the tour down. Act like a therapist instead of an overly excited trainer. A high-energy selling job can often act as more pressure on these individuals. Instead of motivation, they can view it as a deterrent. A calmer approach with the “almost members” can feel safer to them.
Reducing Cognitive Overload: Keep It Simple
When it comes time to ask if they are ready to sign up for a membership, the “almost member” could be looking for the nearest exit. They will often say, “I need to check my schedule” or “Let me think about it for a day” or something similar. These are not always stalling tactics. These are genuine attempts to reduce the cognitive overload. The person is wanting more time to decide as the stress level rises.
And in reality, who can blame them when being faced with a gym that has three membership levels, three different add-on packages, and a list of classes to choose from? It can be enough to blow anyone’s mind, especially for those who were uncertain in the first place.
The key is to keep it simple for the “almost member” to reduce the mental friction. This is why your gym needs the monthly membership option. It is not a huge commitment either in time or finances. Yet, it is enough to allow the “almost member” to get their feet wet and then weigh their anxieties against the potential benefits.
The “almost members” have probably thought for years that they are not a “gym person”. They don’t believe they fall into this category. It takes more than a five-minute tour to change their thinking. A monthly membership is an internal compromise that is a soft enough commitment that if they start to panic, they can ease their way out. They are trying on a new role without having to make it permanent.
It Can Be More Mental Health Than Physical Health
When the “almost member” does not sign up for the membership, they are not rejecting you or your gym. More than likely, this is their way of trying to protect themselves emotionally from a chance of failure. They are thinking that they can’t fail something if they don’t actually begin it.
The gyms that win these people over are ones that avoid the hard sell. They avoid the high-pressure tactics. If you notice the internal struggle during a tour, ease up and just talk to them. Ask questions. Propose the monthly membership to the person in an effort to ease them into the gym lifestyle without a big commitment.
Who would have thought that becoming a gym owner would mean focusing on mental health just as much as physical health?
Gym Insight
If you are on the fence and would like to brainstorm how Gym Insight can take your gym to the next level and make things easier on yourself, just reach out.
We work with gyms of all sizes. Plus, we will never take percentages or include hidden fees. We offer per-month pricing plans that won’t increase over time. Gym Insight wants you to succeed. And if you already have gym software in place that you are not quite happy with, we can transfer the data over and you can start fresh with us.
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