This page contains a Flash digital edition of a book.


The member journey should last the full length of the membership – and, if possible, beyond. In the second of his three-part series on retention and the member journey, Guy Griffiths looks at the ongoing member


ou’ve managed to lead as many members as possible through the new member journey, and they’ve

hopefully developed the habit of coming to the club regularly. However, they haven’t completed the full member journey – far from it. In fact, your job is to try and prevent them from completing the journey, keeping them on the path to lifetime membership. Some members will inevitably drop

through the net, and we’ll look at absent and ex-members next time around. But at the heart of the problem for many clubs is the fact that the member journey or service plan is often so focused on new members that it falls apart a couple of months after they join: a member only has to turn down a review appointment and they can drop off the radar, never to be spoken to again. Many incidents will get in the

member’s way on their journey, but if you can identify these, you have the opportunity to take action and measure the overall effect of those actions. So how can you reduce the number of members falling through the net?

Identifying members at risk There are many methods and systems that help identify members at risk of leaving. Rather than tell you which one to buy, let’s keep things simple and consider how you could recognise members in your club who need attention. First up, visit frequency is the key factor in any drop-out-risk calculation.


Smart systems base this on historical data, so for example a member who always visits three times a week, then drops to twice or once, will be fl agged up. Conversely, someone who typically visits once a week and then makes four visits could be over-exercising and so also high risk. But beware the

‘recommendation’ of three visits a week. While people should take frequent exercise, at GG Fit we see no consistent pattern, in terms of differing retention levels, between gym members who visit once a week and those who visit three or more times a week once the new member phase is over. Of course there are differences in

Booking a client review is a classic retention method

Then if you can, fi nd out how often each member intends to visit, and check

retention rates between clubs due to other variables, but we actually see some clubs’ low frequency members sticking around longer; in other clubs, it will be the higher frequency members who have longer average memberships. Indeed, the average member visit frequency for most clubs is around once a week. Well-staffed private clubs have higher average visit frequencies – some as high as two visits a week – whereas budget clubs often average well under one visit a week per member. Knowing the trends and averages at your club is the best place to start.

Read Health Club Management online at

how often they actually do visit. If this is drastically different, take action. Trying to persuade a member who comes once a week to visit more often can even have a negative effect on retention. A second identifi er is whether a

review is due. Members may have been promised, or signed up to, having a review within a few months. We’ll return to what constitutes a review in a moment, but suffi ce to say it’s a classic retention mechanism. However, so many members fall through this gap that it becomes ineffective. Clubs struggle to monitor it and it gets dropped. The process is simple: ask your

members when they next want a review, June 2013 © Cybertrek 2013


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84