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Fitness is trending

Posted in Clubs, Fitness

Despite the fact that fitness is the world's biggest sport right now, retention still our biggest problem? This is not new news and the answer on how to do this is already there; it’s the members in your club. The problem is we talk about it, but who is implementing their retention strategy actions consistently enough to make a difference?

Previously acquisition of new members could fill the gap of the members leaving, however the new levels of competition and industry segmentation have made gaining and retaining memberships harder than ever.

The fact is: despite the fitness industry boom TYPICAL FITNESS FACILITIES LOSE 50% OF THEIR MEMBERSHIPS A YEAR.

As you know, the world is changing around us, so we need to change with it.

  • Competition within the sector; increased number of clubs and specialised facilities.
  • Competition outside the sector; more ways than ever to work out outside of clubs, most involving fitness technology.
  • Millennial audience; this demographic presents clubs with a big opportunity, but they’re currently moving away from the traditional facility membership that have not tweaked their club offering.

What can you do to help your members fall in love with fitness at your club to keep them coming back for more?

By focusing on the way you sell and engage members from the beginning to encourage participation and results will make a difference to their length of membership. We know that most clubs are still selling memberships by providing access to exercise, rather than supporting members in forming and sustaining a habit and positive relationship with exercise.

How do we measure motivation, and how do you know you are doing a good job at delivering it to your members?

The answer is attendance. More members exercise with you more often. If more of them are exercising and coming more often, then you’re doing something right. This is the key performance indicator you should focus on to grow your business; still this is the less measured by managers. Regular attendees renew their memberships, refer their friends and promote your facility at a staggering rate compared to members who seldom use the gym.

If we look at the Group Exercise function of your facility, the research shows that group exercisers are still 26% less likely to cancel than gym-only members. Members who attend group exercise use their facility 3 times per week on average, compared to IHRSA's figure of 1.9 member visits a week.

So, how are we encouraging your members to participate in some form of group exercise?



BOOK YOUR SPACE at a Relationships Beyond Memberships Seminar today to find out how.