How are your membership sales working out for your team at the club?
Let’s say, for example, you are meeting your monthly
sales goals of 30 new members a month.
That should position your gym to grow very nicely. But
wait !!!
You need to ask one other very important question:
HOW IS YOUR MEMBER
RETENTION?
If you are selling 30 memberships and losing 30 every
month, you will have a hard time growing your business. Selling 20 and losing
10 a month, is better than selling 50 and losing 50.
I think we can all now see how important Member Retention
is.
One of the best ways to improve your member retention is
to communicate effectively and consistently to your members during their first
2 weeks as a member. Make sure you are meeting their needs and bringing to
their attention services that you offer that could be of interest to them.
Now you can have a great staff to put procedures in place
to handle this manually, but there is one fool-proof safety net to handle this:
Have your management software AUTOMATICALLY send out
emails and text messages during that critical first 2 weeks in the gym for EACH
new member. I have heard many gym owners tell me they are developing a
retention plan but just haven’t implemented it yet.
There are software companies that do this very well and
have the data to confirm the effectiveness of it.
Basically, once a membership is purchased through the
system, the software will queue this member to automatically receive emails and
text messages about your services for the next 2 weeks. The order and content
is designed by the gym owner to make sure the information is relative to your
gym.
If this is done right, you will end up turning your clients
into raving fans that will be loyal and help you more easily and effectively
grow your business by keeping your retention rates lower.
Clients that enjoy your services will ultimately become
long time members AND will encourage their friends to join your gym.
Look for management software that can handle this
important process for your business.
