Winter is here and your members and future members are evaluating their fitness right now! They are considering their gym memberships and resolving in their minds to really get serious this next year. This is great for business but the challenge is always how to retain more of these people before they get discouraged and move on or just stop coming in.
Here is something to think about.
Do you know what fitness goals your member’s have? How would you know if they met their goals? If you are a health club operator You should absolutely know this information. Knowing what your members are trying to accomplish is key to connecting them with the right services and keeping them as members long term. If you could keep each member from cancelling even for an additional 2-3 months, how much additional revenue is that?
Here are a couple of ways to learn about your members fitness goals.
- Start with asking people when they first become a member. Try this, “Tell me what you are hoping to accomplish with this membership?” Hold the assumptions and give them a few minutes to answer. It is amazing what a few thoughtful well designed questions can produce. It should be no surprise that many people will be eager to tell you about their fitness goals. If they are sitting in a sales office at your health club, they will assume that you are an expert and will be able to advise them how to meet their goals. Capture what they have shared with you so that your trainers and management can access this information. Your engagement with this member should be driven by a desire to see them succeed.
- Another way to understand a member’s fitness goals is via a survey. The right member experience management system can provide you with an opportunity to engage personally with your member about their fitness goals and to learn how you can help. Soliciting regular feedback from members is the only way to know if you are actually providing them with what you promised when they first joined you club.
Here are just some of the things your members could be trying to accomplish.
- Lose weight
- Gain weight
- Train for a race
- Recover from surgery
- Make new friends
- Start dating
- Need a break from their kids
- and many more reasons
Take the time to understand what your members are trying to accomplish. A few respectful and thoughtful questions will go a long way towards keeping that member engaged and active at your club.
Are you doing anything to understand and track fitness results at your club? Let us know!