RETENTION VERSUS ACQUISITION
It costs seven times more to acquire a new member than it does to keep an existing one, and yet most clubs primarily focus on new member acquisition.
The fact is most members don’t come often enough to see value in their membership – and that’s when you risk losing them. Growing membership is about growing attendance.
Attendance is the most important metric in our industry but is also the one least measured by club managers. Ideally you want all of your current members to come in at least twice per week. If your membership is 2,000, that’s 4,000 visits a week. How far are you from reaching that number of members?