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Posted in Clubs

With most clubs focusing on their long term retention strategy, it is no longer acceptable that we let our new joiners dissolve and disappear by March. We all say we are committed to retaining our members, but what are we actually doing about it?

We need to motivate our members to fall in love with fitness and then engage with them to achieve long term member loyalty. This interaction needs to start at the beginning of their member journey, with how we introduce our new members to the club. Is it time to review your clubs new member induction and look at it though the member’s eyes?

With Group Exercise being one of the most important things a new member looks for when considering to join a club, how are we then helping them get involved in these activities? Some members truly believe they have to go and get fit to be able to attend.

A recent study from The Retention People suggests that you need to introduce new members to group exercise as early as possible as it is associated with the two main measures of progress which positively impacts retention; To feel like they belong and to attend when planned.

  • Attending group exercise classes increases a member’s visit frequency and reduces their risk of cancellation by 26%.
  • Attending when planned reduces cancelations by 11%. TRP

To discuss these insights and more, reserve your free space in our seminar, Member Loyalty: From Good to Great.