RETENTION SERIES
To track the new member journey, clubs should focus on three key areas: timeframe, measurement and member contact Bolder, more systems-savvy operators
might even ask members how long they want to be considered a new member. Ultimately, the timeframe needs to be simple enough to measure, while also catering for your typical member. This period is the high-risk, sensitive,
honeymoon phase when you are taking extra care and paying special attention to new members. Help them build an exercise habit, giving them all the encouragement they need to meet that fi rst goal of becoming a regular member rather than a ‘fresher’. Once they’ve cleared that hurdle, they will be moving towards their long-term goal at pace. It’s a good idea to share the new
member journey details with members, so they know they are getting a little extra at the start of their membership with a view to achieving ‘sign-off’ as a full member. This assumes your ongoing journey is watertight, of course. Sharing the journey time with the
member is also good practice: they will know what to expect, and it will hopefully help you to deliver.
Some members – those with less
experience, for example – may want or need to run through the new member journey twice. This is fi ne as long as it’s only for a few members, otherwise consider extending your timeframe.
Measurement Now you know the timeframe, define success. When a member reaches the end of the initial journey, must they have attended the gym recently, and if so, how recently? A simpler measure may be for the new member to achieve a minimum number of visits in the initial period. Depending on your system’s sophistication, this number could be bespoke for each member. The movement of time adds a little
complexity. For example, January joiners – since they could have joined at any point up to 31 January – will not all have had the chance to have completed their fi rst six visits until the end of February. So while you can report on January sales on 1 February, if you’re running to a monthly timeframe you will not be able to report
“CLUBS THAT START TO MEASURE FIRST MONTH VISITS OR NEW MEMBER JOURNEY COMPLETIONS ARE OFTEN SHOCKED BY THE INITIAL FINDINGS”
52 Read Health Club Management online at
healthclubmanagement.co.uk/digital
on new member journey completion for January joiners until 1 March. Now you know how long your new
members stay ‘new’, you need to identify them. There are many ways of doing this with retention systems, new member reports or more basic methods. FitLinxx’s console has a different
colour screen depending on the Attention Level Indicator (ALI) of the member. This can be confi gured to recognise new members – different colours denote how new they are and how much attention they therefore need. The Technogym Contact Manager
‘Who’s In’ screen can be sorted by ‘joined from’ date, or new members identifi ed with the grey traffi c light, as members don’t build up a DropOutRisk until their visit patterns develop. Alternatively, you could report from
your front-of-house system, and print a list of freshers each week for staff to study. If you have simpler systems, a new member wristband or bib is a really easy way to spot people who you should be touching base with on every visit. Make your staff responsible for getting
members to complete the new member journey by setting targets. This could be for the sales team, gym instructors, or both. As a KPI, this is just as important as a sales target. Selling memberships without checking subsequent usage is
May 2013 © Cybertrek 2013
PHOTO: ©
SHUTTERSTOCK.COM
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