If you conduct an exit interview, try to focus on what the member enjoyed


an experience are heavily influenced by two things: firstly, the peak moments of the experience – ie the best and the worst parts – and secondly, how the experience ends. We never want to see a


R


member leave, but when they do, we hope they’ll leave with good memories of their experience with us and remain a club ambassador. To facilitate this, it’s


important that the membership ends on a high


June 2014 © Cybertrek 2014


esearch shows that people’s memories of


Jeremy McCarthy


Group director of spa, Mandarin Oriental Hotel Group – and author of Psychology of Spas & Wellbeing


note. There are many ways to achieve this, but one way would be a personal dialogue with the manager. The manager can let the member know how much they have appreciated their membership and, if they are leaving to join another


gym, congratulate them on continuing with their personal fi tness goals. During this ‘exit interview’,


many gyms will focus on what went wrong. For example, they might ask:


“Why did you decide to leave us?” or “What could we


have done better?” While this kind of information can be valuable, it can also serve to reinforce the member’s memories of what they don’t like about you. I suggest using your last


precious minutes with a departing member to focus on what went well. Ask them to tell you what they most enjoyed about the gym, and what aspects they will miss the most. The last thing you get them to talk about as they are leaving will likely be the fi rst thing they will tell someone else.


Read Health Club Management online at healthclubmanagement.co.uk/digital 49


PHOTO: SHUTTERSTOCK.COM/ANDREW BASSETT


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