It’s much easier – and much more inexpensive – to keep current members coming back to your health club than it is to recruit new ones. Everyone at ABC Financial, and each of us that contribute to this blog, are aware of this basic membership retention truth.
We are also aware of how frightening it can to experience a sudden member exodus – whether it’s due to normal seasonal fluctuation (think summer health club membership lapses) or something more troubling (dissatisfaction with staff or equipment.) And mo matter who we are, when fear enters the picture, our thinking can become clouded.
As such, it is vital that everyone in our industry think of health club membership retention as a proactive outcome of member outreach – rather than as a reactive response to member exodus. Below, we’ve provided a list of ideas that you can use today to reach out to your membership and work towards retention goals, before you find yourself in an emergency situation:
You can enhance this sense of community by hosting member events ranging from holiday parties to workshops – or even singles events and mixers. You can even show more community leadership by sponsoring a member that may be experiencing medical or financial hardship by setting up a benefit or fund drive (with permission of that member, of course.) Not only will this show an incredible amount of support for one member – but the resulting sense of community will help to transform the balance of your members into a more tightly knit community.
Much like other marketing initiatives, health club membership retention is one part science and one part art. And whether you most appreciate the science of a bottom-line or the art of a closely knit community, a health club that retains its members is a beautiful picture.
To learn more about the health club membership retention services our team provides, request a demo from ABC Financial.