RETENTION SERIES
“THE IDEA IS TO ALTER THE PERCEPTION THAT A REVIEW INVOLVES AN INCREASE IN EXERCISE INTENSITY, DURATION OR RESISTANCE”
increase in exercise intensity, duration or resistance. Instead, you offer a chat about what the member has achieved, their current exercise goals and any new exercises they would like to try – or indeed old ones they don’t like. Many members are either afraid of,
or do not see the value in, a traditional exercise programme review; it’s therefore diffi cult to get them to make an appointment. A regular review session that’s more focused on them and their motivation is easier to sell to members. At the end of the day, the review is a good opportunity to spend some time with the member, listen to them and get to know them more. Just speaking to your members
about a review can help with their motivation. For example, staff at a local authority group of centres spoke to 1,200 members about their review in the space of one month. Only around 200 members actually had a review that month, while others set a next review date. Nevertheless, the average visit frequency of all 1,200 members increased by 67 per cent, from 0.9 visits a week to 1.5 visits a week. Any other interaction with an
ongoing member needs to boost their motivation to attend the gym regularly; sadly it’s not possible to give motivation to your members – they have to fi nd it for themselves. Gym challenges and events are good ways to support their motivation levels, and ‘train with a friend’ is another good initiative. If you give out free guest passes at membership milestones – three, six and 12 months, for example – measure how many are used, and through which members. Before you start a new class
timetable, do a test run and invite only existing members. In other words, make your members feel privileged – there are so many new member offers out there, but your existing members need to feel as important, or more important than, your new members.
‘Train with a friend’ is a good offer to help boost motivation levels
Measure As with the new member journey, unless you measure your efforts, you will not be able to improve your member retention. Reports and systems exist to look at the big picture, but here are three quick metrics that you can use as monthly performance indicators. Firstly, check how many reviews are
due or overdue each month. There will be an acceptable number of reviews that should be due each month depending on your total active members, but you should be trying to reduce this number most months. If you can monitor this per instructor, you can introduce KPIs and competition between instructors not to fall behind. Active member percentage is another
simple gauge. Divide the total number of paying members by the number of members who have made visits in
June 2013 © Cybertrek 2013
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