STRENGTHEN YOUR BRAND AND RETAIN YOUR MEMBERS USING:
Manage processes to improve retention
Fully automated email and SMS
NPS SURVEY+
Collect customer feedback to fuel growth in your business
Lack of USPs: Do offerings really differ signifi cantly from club to club? If staff previously employed at the
club are kept on, their negative attitudes towards the new operator can also rub off on the members – complaints about changes in working conditions, colour and style of new uniforms, reductions in total staff numbers and so on.
Branding through results Overall, it appears joining a health club is more acceptable now, particularly as a fair proportion of the population has joined at one time in the past. This can in large part be attributed
to the big health club chains and their ability to use branding to make the public aware of their businesses. However, members of these multi-site operators report that, in spite of their strong brand presence, the offering itself doesn’t differ signifi cantly from that of other operators. Similarly, while the public sector has
raised its game in terms of facility design, products and services – meaning they’re much more likely to be considered a viable alternative to the branded multi- site chains – members struggle to see
October 2013 © Cybertrek 2013
much difference in what’s being offered by the public and private sectors. Single-site operators appear to
have used branding most successfully, particularly where they’re able to link their branding to their offering in a distinct way – creating a niche by delivering a certain type of product or catering for a certain type of customer. In general though, while operators have
tried to distinguish themselves through their member experience, thus far few brands stand out suffi ciently to impact on member retention. Branding will only drive true loyalty when members believe they are much more likely to achieve their goals with one operator over another. ●
Paul Bedford PhD has worked in the fi tness industry for more than 20 years. His business, Retention Guru, helps health club operators increase retention, reduce attrition and improve member loyalty. Email
paul-retentionguru.co.uk Twitter @guru_paul Linkedin Paul Bedford
TRP’s software is an integral part of measuring and managing member retention. If you are serious about keeping people active then you can only demonstrate that seriousness by using software. Stuart Martin, Active Nation
How can we help you delight your customers?
www.theretentionpeople.com 0845 621 2001
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