Phone conversations are the most effective way to get members to return


“IF SOME OF YOUR INSTRUCTORS WOULD PREFER TO DO THE CLEANING THAN CALL ABSENT MEMBERS, PERHAPS IT’S TIME TO ADJUST THEIR FOCUS”


instructors are best placed, since they have already had face-to-face member contact in the gym. Whether or not they are motivated to call absent members can depend on their own goals, rewards – or, to put it bluntly, job spec. If some of your instructors would prefer to do the cleaning than call absent members, perhaps it’s time to adjust their focus or change their job spec. Properly motivated instructors should be keen to get their members back into the club.


July 2013 © Cybertrek 2013 However, if you know that other


staff will get the job done, they may prove to be the best route.


Send a message first A great way to reduce the number of calls required is to text or email members before you call them. This will bring a few members back already, as well as making the calls easier – you can ask them if they received the message as an ice-breaker (see Figure 1 for an


example of an absent member communication process). Some clubs use text/email only for


their absent member communication. This is better than nothing, but you can get a much better return rate if you check the reports from your retention communications to determine which members should be prioritised for follow-up calls. Mixing up your communication


channels also keeps the message fresh Read Health Club Management online at healthclubmanagement.co.uk/digital 43


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