How Client Programming Consolidates New Member Retention

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  • How Client Programming Consolidates New Member Retention

In fitness, client programming is the key to operational success. There are several reasons for that. Let’s explore them and look at why it is that gym business operators can’t ignore this organizing principle.

The best way to consolidate new gym membership sales is to draw your new members into a series of instructions to get them moving ahead and focused on fitness, not buyer’s remorse. Of course, client programming is much more than that, it is the professional basis for any organized fitness activities.

Gym Members Need Structure

It’s the people who need a structure the most who can make the biggest difference to the success of your small gym business. The whole point is retention; the longer new members stay, the better your client retention numbers get. Higher retention means that the lifetime value of each member grows on average, and hopefully, you can spend less finding new members too.

Once new members get into the habit of working out and begin to see rewards for their efforts they can fend for themselves, they become loyal members at that point, likely to stick around. So, the process that began with designing your business and turned into client acquisition and member retention is now about your strategy to retain those new members.

In Search Of Health And Confidence

The shortest path to that goal is client programming that develops the interest confidence and fitness level of your new members. New members are looking to you to provide the guideposts and a repeatable series of steps to achieve their goals, which feeds back directly to your goals.

You may find that there are several types of new members in your niche and you need distinct programming for each of them. What those types are in practice depends on your market, business model and community.

If you have a clear set of client programming options for your members, you will have an advantage over all your competitor gyms that are not so well prepared. Alternatively, in the most competitive markets, you can’t afford to have anything but the most refined and successful set of programs to support your clients.

Customizing Client Programming For Different Member Types

There are numerous ways to segment your members. It can be by starting level of fitness, by desired fitness results or even by how well they stick to the program. Take a look at the new members and determine what groups they form and match training programs to each.

Your gym likely has one core business proposition, like group classes, branded equipment, free weights, or a HIIT focus. Your client programming is probably already a natural extension of that core business. Tailoring your programming to each group of client types that turn up in your membership might be a matter of emphasizing the aspects that will have the most value to them.

Designing Programs For Layers Of Reward

Customize the focus of your programs in ways that combine immediate gratification with a vision for objectives in the longer term. The right mix of goals in your client programming can have a dramatic impact on results for your members. Short-term results give new members a confidence boost, both in their abilities and in your value proposition. When your program gives them a plan for the future, it builds hope, and that is crucial to your long-term success.

Another way to integrate client programming is as part of the structure of your group fitness offerings. Small group training can be one of the best ways to attract members and hold on to them, and also to put a structure around your programs. Finding the right balance of community and intimacy will get the best of both.

Designing Client Programming To Deliver Happy Gym Members

Naturally, positive outcomes for clients mean good things for you. Happy clients stick around longer, which boosts your retention rate. They also tell their friends which is the best kind of recommendation. Contented customers always make the best ambassadors.

In competitive fitness markets, small gym business owners and managers need to exploit every tool at their disposal. Giving your club members the discipline of well-designed and effective client programming will return the favor with a positive impact on your business earnings.

Bibliography

Barardi, John. The 3 types of clients: Here’s how to coach each type to success. December 29, 2014. https://www.precisionnutrition.com/how-to-coach (accessed April 29, 2018).

Dominic, Anthony. Small Group Training, Technology Top AFS’s 2018 Studio Trends Report. January 10, 2018. http://www.clubindustry.com/fitness-studies/small-group-training-technology-top-afss-2018-studio-trends-report (accessed April 29, 2018).

Fagan, Lawrence. 7 Customer Retention Tips For Busy Gym Owners. March 8, 2017. https://blog.gyminsight.com/4294-7-customer-retention-tips-for-busy-gym-owners/ (accessed March 10, 2017).

—. Lifetime Customer Value Calculation And Why It Matters. April 6, 2016. https://blog.gyminsight.com/3757-lifetime-customer-value-calculation-and-why-it-matters/ (accessed December 30, 2016).

Goodman, Jonathon. 6 Simple Steps to Building Beginner Workout Programs. April 17, 2014. https://www.theptdc.com/2014/04/beginner-workout-programs/ (accessed November 7, 2017).

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