This page contains a Flash digital edition of a book.
“TRYING TO PERSUADE A MEMBER WHO USUALLY COMES ONCE A WEEK TO VISIT MORE OFTEN CAN EVEN HAVE A NEGATIVE EFFECT ON RETENTION”


then record that date on your system or on their programme card. When the date comes around, book their review. You could also consider systematically offering a review to anyone who has not had one for, say, six months or longer. The old-school approach is to fl ick


through the exercise card fi le and fl ag/ sticky-note/remove any members who are due a review. Of course, if you’re using an exercise management system, it should do this for you. You can use similar methods (fl agging/moving exercise programme cards) for members who have had no contact recorded for


June 2013 © Cybertrek 2013


a long time, or who’ve been absent for, say, 45 days. When they come in, or return, it’s important to check in with them, record notes for other members of the team and take any necessary follow-up action, such as a short-term review to see how they’re getting on. These are just a couple of clear-cut


indicators of drop-out risk, but other factors may combine with these, such as membership length, age or type.


Take action The first, most basic, form of action is to contact the member. Talk to them. If


they’re visiting much more or less frequently than usual, find out why, and if it needs addressing, ask if there’s anything they can do to fix it. Without going into a whole article on member interaction and coaching, it’s better for a member to work out the solution for themselves rather than take on your suggestions (see p54, and HCM May 13, p46). You’re there as their support in making the changes they want to make. Meanwhile, lots of clubs are starting


to change their ‘programme review’ to simply a ‘review’. The idea is to alter the perception that a review involves an


Read Health Club Management online at healthclubmanagement.co.uk/digital 51


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