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Profit Centres


little staff time to promote. Layng and three or four of his staff


usually attend each Friday at the end of their shifts. Information about the Friday night social is posted at the front of the club and is listed along with other club discounts in club doc- uments. According to Layng, many people simply don’t read the informa- tion, so it’s important that the front desk people start talking it up on Tuesdays or Wednesdays. “Our club is a gym with a comfort-


able feel, not a muscle gym. We have a fairly wide age group at our club, from 12 to 90, and we’re really like fam- ily,” says Layng. “We like to show our members that we appreciate them. If you can create a really nice feel for your members, including opportuni- ties to socialize and get to know peo- ple, they stay longer.”


as possible for the organizers. 1.


Start planning earlier than


early Depending on the complexity of the


The one-week celebration At the Badlands Community


Clarify your goal


goes into its second year of operation. “There are 8,500 people in the mu-


Photo 1 - 2203: Three-time


nicipality, and we have 1,200 mem- bers,” says Latour, of the multi-purpose recreation, education, health and well- ness centre. Last year, to thank its members for


a successful inaugural year, a team of three staff members organized a mem- ber appreciation week. Members were treated to free passes


for friends, class discount vouches and branded water bottles, and there was a draw for three memberships. Classes that week were free (versus


event, work many weeks or even months ahead to secure your preferred speakers, guest instructors, exhibitors, caterers, prizes and venue. 2.


Before you create a game plan, deter-


Facility in Drumheller, Alberta, busi- ness is booming. According to the fa- cility’s business manager Guy Latour, its member satisfaction and retention levels are “fantastic” as the facility


Rustle up sponsors


$11-$14), and on Youth Activity Day all youth programs were 50 percent off. A badminton tournament was the focus of another day. “We also brought in a company to


mine your goal. (It is likely, “to create an experience that strengthens members’ bond to our club and therefore boosts re- tention numbers,” or something similar.) Determine specifically what you want to accomplish, then be sure that all ele- ments of your event support this. 3.


Even if you’re not working with a


shoestring budget, consider including people or businesses who want to con- tribute their expertise or products in ex- change for exposure. Leveraging busi- ness relationships is always a win/win. 4.


Attract a big crowd Draw prizes, silent auctions, food


and giveaways are always great draw- ing cards. Promote the event as many ways as possible via social media, post- ers, email, etc. Many people will still miss all of this so ensure that staff members talk it up, especially closer to the date of the event. 5.


Get feedback Congratulations! Your event was a


huge success and is finally over. Well, al- most. Take time after every special event to get feedback from attendees. Ask them what went well, what could be improved and what ideas they have to make the next event even better.


Members of Badlands Community Facility receive V02 max fitness testing and body composition testing during Member Appreciation Week


32 Fitness Business Canada May/June 2014 Fitness Business Canada May/June 2014


Calculate your club’s attrition rate


You’ll never know if your attrition rates are improving or worsen- ing if you don’t track them on a regular basis. Here’s one formula to consider:


Membership attrition = (aggre- gate dropped memberships for 12 months) ÷ (12-month average beginning memberships)


Source: Uniform System of Ac- counts for the Health, Racquet and Sportsclub Industry, available from www.ihrsa.org


do body composition and V02 max testing, which are services we don’t have the equipment or staff qualifica- tions to provide,” says Latour. The fa- cility covered 80 percent of the cost, and the appointments quickly sold out. The highlight of the week, however,


was an appreciation evening featur- ing three-time long track speed skat- ing Olympian Brittany Schussler as


Olympian Brittany Schussler, with Town of Drumheller mascots Doris and Morris, visits Badlands Community Facility for Member Appreciation Night


Community Facility receive V02 max fitness testing and body composition testing during Member Appreciation Week


Keep Retention Rolling After the Event


Photo 2 - 2257: Members of Badlands


Managing attrition should be a 24/7 concern for every club, say the experts. And don’t overlook the impact of regular friendly commu- nication with members. Research from The Retention


People, providers of customer experience management soſtware for the leisure industry, shows that the frequency with which fitness staff speak to exercising mem- bers increases both the members’ subsequent visit frequency and the clubs’ membership retention rates.


SIDEBAR 4: Keep Retention Rolling After the Event Managing attrition should be a 24/7 concern for every


club, say the experts. Don’t overlook the impact of regular friendly communication with members. Research from The Retention People, providers of cus-


tomer experience management software for the leisure in- dustry, shows that the frequency with which fitness staff speak to exercising members increases both the members’ subsequent visit frequency and the clubs’ membership re- tention rates.


the guest speaker. Schussler, a mem- ber of the current world-record-hold- ing team pursuit team (winners of two World Championship titles), presented a motivational talk about her athletic journey, including her recent experi- ences at the Sochi Olympics. Rounding out the evening was a “meet and greet” with the facility’s fitness instructors, draws for memberships and equip- ment, plus food and beverages. The cost for the week of events was


approximately $4,000. “We really care about keeping our


members happy,” says Latour. “Even members who didn’t attend any of the events told us that they appreciated our efforts and knowing that we were there for them.” FBC


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