4


FEE-BASED SMALL GROUP TRAINING


M


any clubs are offering small- group fee-for-service classes,


such as TRX, Pilates, Fight Club, etc. “This approach offers a huge op-


portunity for clubs and is going to be a tremendous catalyst for member- ship and retention, says Dyer.


5 24-HOUR OPERATION W


hen a large new club sets up in their neighbourhood, some small


clubs are moving to a 24-hour model because they know it’s not a feasible option for big clubs, says Brown. If this seems difficult for your club


logistically, Brown recommends cor- doning off a portion of your club to make it manageable.


T


6


RETHINK PERSONAL TRAINING


o eliminate payroll costs and re- lated expenses, Planet Fitness’s


current personal training model has its members pay their personal train- ers directly, says Brown. In exchange, the personal trainers, who are free to promote their services within the clubs, are required to work for Planet Fitness for five unpaid hours per week.


7


HASSLE-FREE AND UNLIMITED BRING-A-FRIEND POLICY


M


any clubs are stopping the prac- tise of limiting guest passes.


One German club, says Brown, lets members bring a friend at any time and for an unlimited number of times at no charge. “Sooner or later the friend joins


because it’s inconvenient to only come when their friend is avail- able,” he says. “It’s the ultimate pyra- mid scheme as one member brings a friend who brings a friend and so on.” And while you’re meeting all these


members and their guests, take time to know their names and a little bit about them. According to IHRSA sur- veys, connecting with staff members is the most compelling reason for members to stay with your club.


8


MONTH-TO-MONTH CONTRACTS


"M


ost clubs have now shifted from long-term contracts to


month-to-month contracts with 60 days to cancel,” says Dyer. They’re also removing initiation fees, since the market is too competitive, and in- stead charging a small processing fee or card fee of $20. “If they want to quit let them quit,


but charge a reasonable price for the membership, not $5 a month or $19 a month,” he adds, admitting that with this approach members quit at a much faster rate. “Obviously, when you go month-to-month, you have to watch your members a lot more closely and focus a lot more attention on custom- er service.” It is also critical to increase month-


ly fees every year, or charge an annu- al “enhancement fee” of $25-$30, he adds. “Members hate it but you need to keep up with the cost of living.”


“J


9 ONLINE REGISTRATION


oining online is a hot trend,” says Brown. Instead of making


an appointment to meet with a mem- bership director, some clubs provide the convenience of online member- ship forms.


Good Reading


Why People Quit: Case Studies & Research on Member Retention and Marketing to Former Club Members, by IHRSA


November/December 2016 Fitness Business Canada 21


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