February 20, 2020 Danni Poulton

Why your data makes you different

There is tons of data available about how to retain gym members. Data tells us facts such as:

  • Women are slightly more at risk of quitting than men.
  • Younger people tend to pose greater retention risks.
  • Staff interactions make it more likely members will attend your gym.

Whilst these kinds of generalised insights are really important, the truth is that no two gyms are the same when it comes to member retention risks, just as no two people are truly the same.

Whilst it’s really useful to understand the causes of customer retention risks and how to create retention campaigns, at the end of the day you need to use your own gym data to gain specific insights that can help improve retention for your gym.

KeepMe

What KeepMe essentially does is use your gym data to create a model of the retention health of your gym. It does this by analyzing your data and providing insights that only apply to your gym.

Your gym data is unique, and so are your member retention challenges. This is precisely what KeepMe zooms in on.

Here’s why it’s important to use this kind of unique look at your data:

Research has shown that if you want to improve customer engagement and loyalty you need to understand their experience. If you want to understand your members’ experiences you need to look at the specific data you hold about them. 

Evidence shows that members are more likely to continue giving you their business if they have a positive customer experience with you. One way to monitor the kind of experience your members are having is with Net Promoter Surveys that work out if your members are likely to promote your brand (promoters) or are likely to talk it down (detractors).

The only way to work out the NPS scores of your members is to ask them using surveys. The data that you collect on this can be very powerful. It means you can reach out to individuals with messages that resonate with the specific kind of relationship they have with your gym.

So this is another way your data makes you different. And, of course, if you run multiple facilities you will find that the retention levels of each site is different. 

For example, one gym may be easily accessible by public transport, be in a highly populated area, and have a well established reputation. But perhaps you’ve recently opened another venue and you’re struggling to keep members coming back. Using AI membership retention software like KeepMe you might discover that your members are travelling a long way to your gym. If this is the case, you can do two things.

One, target your ads within a 5km radius of your gym. The distance people travel makes an impact on gym retention so it makes sense to generate customers from your local area. 

Two, you can make a bigger focus on improving the retention of those who have to travel a little further. This insight might not apply to any other gym, but it’s exactly these unique insights that can be make or break when it comes to improving gym retention.

Another way that your data makes you different is that retention is not just about taking a snap shot of retention health at a single point in time. Using KeepMe you can track retention levels over time. This can tell you if the last month was an improvement on the previous, and whether your future months are predicted to see overall member retention rise or fall.

These kind of time based insights also mean you can relate to your members in real time.

With KeepMe, you can see exactly who’s working out in your gym right now.

The right interaction at the right time can increase the likelihood of a member sticking around by 50%. If an individual is at risk of attrition the truth is they may not even realise this themselves. But you can use KeepMe to trigger staff interactions when at-risk members come in to your gym.

This can be organised using KeepMe’s On-Site mobile app, meaning your staff have never been more informed and empowered to help improve member retention than they are now with this kind of data-based technology.

This is really helpful because it’s not always possible, or even desirable, to interact with every member that comes to your gym. Instead you can use the unique data Keepme captures about your members to make sure the right people get the attention they need to keep them coming back for more.

If you want to know how Keepme can be tailored to solve your unique member retention challenges you can book a free demo of our software that will walk you through it.

Your data makes you different, so make sure you are making the most of it using KeepMe’s AI retention software.

February 13, 2020 Beth Cadman

Fitness marketing that actually works!

When it comes to fitness marketing, the opportunities are endless. But what makes some marketing strategies more effective than others? In data collection, analytics and personalisation lie the answer.

When it comes to both acquiring new gym members and retaining current ones, gym operators must seek to understand the specific and unique needs of their members. A one size fits all approach is no longer acceptable. If fitness facilities want to stay ahead of the competition, their marketing and retention strategies must reflect a desire to personalise, to solve problems, to create genuine relationships, and to listen to what members want.

To do this, gym operators must have the systems and plans in place to understand the consumer, their current position in their member journey, and their sentiment towards the outlet before reaching out to them.

By sending out the right communication at the right time, you can make sure that your messages are as effective as possible. Likewise, sending the wrong communication out at the wrong time can have the opposite effect and leave members feeling pressured, confused, irritated, or all of the above!

So how can teams work to try to improve member retention rates, to best understand their members, and devise intelligent fitness marketing strategies that work? 

Invest in a smart member retention tool

The truth is that without the data, you’ll get nowhere. That’s why it has become increasingly crucial for gym operators to invest in intelligent systems in which they can input member data for analysis. AI-powered systems such as Keepme help operators understand member behaviour. This is a tool that can assess which members are at risk of leaving the gym and can break down information into different demographics – from larger cohorts of members such as by age or location to smaller and much more specific groups, right down to individual members themselves. Doing so provides significant opportunities to develop finely tuned, uniquely tailored strategies that make an impressive impact.

Ensure the website is user-friendly

There are many different ways that a member might find your gym. It could be through social media, email marketing, word of mouth, and so on. However, the majority of people will do a good old fashioned search to find facilities in their local area (around 54% in fact). Because of this, one of the most powerful marketing tools any gym has is its website. Your website is your platform from which you can showcase what your facility has to offer. It needs to be clearly laid out, simple to navigate, visually appealing, and, perhaps most importantly, visible in search engines. In addition to this, whenever you have a particular campaign, you need to create a landing page on your website where people can find information with a compelling and clear CTA to make it obvious for those that land there what to do next. 

Understand SEO

To ensure you have an online presence and, therefore, that members can find you, it is important that you understand not just the basics of SEO but all its nuances, variations, and intricacies. The better you can understand how to optimise your site and other online platforms, the more visible your gym will become. 75% of people don’t bother scrolling past page one on search engines, so to be competitive, you need to pay attention and ensure that you remain visible in search engine results pages at all times. 

Post quality content

 Remember, 47% of consumers view 3-5 pieces of content created by a company before talking to a salesperson from that company, so whenever you create a piece of content, make sure that it counts. Quality content provides value to the customer, so you must take the time to research your target audience for every piece of marketing that you create. The better you do, and the more personal your approach, the more likely a customer will feel as though they are being engaged with, listened to, heard. By empathising, providing solutions, and backing up claims with evidence, you will connect, add value and generate trust, all of which will ensure potential customers and members pay attention to what you have to say. 

Create personalised experiences every step of the way

From the moment a member comes into contact with your facility, their member journey begins, and from the provision of a seamless onboarding experience to every time they communicate with the gym – every instance counts. By taking the time to understand the different routes this journey can take, and by pre-empting all possible reactions, it is possible to identify when members would most benefit from communication. Personalizing messages can improve click-through-rates by 14% and conversion rates by 10% on average. 

This kind of focused, detail-orientated approach also means that operators can understand when a member is becoming dissatisfied with the service and step in before they decide to churn. This detailed mapping of a member’s journey and the continual monitoring it requires is a mammoth task. Still, in doing so, it creates opportunities to curate finely tuned and highly personalised, targeted campaigns that make a member feel cared for and truly valued. Everything from a warm welcome by staff to special offers delivered when they need motivation to celebrating a member’s successes can ensure they remain engaged, on-track, and loyal to your club. 

Promotions, events, competitions and more!

All the tried and tested techniques for re-engaging lacklustre members and attracting new ones can still be effective -if delivered in the right way. Competitions, exclusive deals, discounts, new classes, referral programmes, and so on can be very impactful. Still, again, it is both a combination of what you do as well as when you do it and who you do it to that creates the most meaningful results. Understanding when people are more likely to respond to promotions, which members would be motivated by new classes and offers, and why some members will love a loyalty programme and others just won’t be interested is key to delivering the right incentives to the right people at the right time. 

There is an enormous number of opportunities for fitness businesses to develop impactful marketing campaigns. Budget and workforce will naturally play a part in how often and how many each facility decides to try out. However, the universal truth is that it is by collecting and analysing member data with AI, measuring customer behaviour, researching target audiences, and measuring the success of campaigns that gyms can hope to deliver fitness marketing that actually works!

February 6, 2020 Danni Poulton

5 easy tips to improve your member retention in 2020

Some gym member retention strategies require a big investment in time and money, whether that’s forking out for new equipment or hiring personal trainers. So we thought we’d ease you gently into the New Year by giving you 5 easy ways you can improve gym retention in 2020.

Identify your most loyal members

When we talk about improving retention it often comes down to a question of how to transform at-risk members into long term members. Sometimes this can feel like a bit of an uphill struggle, to put it mildly.

Well this first tip is really easy because it doesn’t involve winning anybody over. 

What we want you to do is to reach out to members who are already loyal and thank them for their loyalty. Offer them some kind of reward for recruiting new members to your gym. This could be discounts on classes or products, or a temporary increase in member privileges. Make it easy for them to reach out to potential gym members, whether that’s by email or text, and ensure that they feel valued by your acknowledgement of their loyalty to your gym. 

Focus on feedback

Unless you find out what kind of experience people are having with your gym you’ll not be able to optimise the chances that members will stay.

Fortunately it’s never been easier to find out what people are thinking. By running your own Net Promoter Score surveys (you can run these through Keepme!) you can start to get into the mindset of your members. It’s much easier to solve people’s problems if you understand their point of view. 

When asking for feedback don’t shy away from addressing negative responses. They are often your members telling you exactly how you can win their loyalty. If you get negative feedback you should respond to it. It’s often the case that empathic, non-formulaic responses to negative comments can actually turn the situation around. One study found that 33% of negative Yelp reviews can be turned into positive ones when business takes the time to respond appropriately.

Induction and mentoring

If you want to get something right you should aim to get it right from the beginning. Make sure that your induction processes give new members a positive and empowering introduction to your gym. This is known as member ‘onboarding’ and can be very effective because the first four weeks of a new membership are vital to developing members who will stick around.

To properly improve retention you need to make sure you are there right the way through a member’s journey with your gym. Think about ways you can provide mentorship for your members. This could be by providing personal trainers to work with members and keep motivated, or (and this is much simpler) by creating useful fitness content in the form of blogs, videos and emails that you can share with your members to bring them extra value. 

Tracking data

Think about how much useful data you could get from your members, from details like age, gender and income, to things like exercise interests, communication preferences, and attendance rates.

Not enough gyms collect this kind of data in a useful way. Facilities often have so lots of data but they don’t really know what to do with it, or the data is fragmented and not properly organised.

When faced with all this complex data it’s all too easy for human agents to experience ‘analysis paralysis’ – too much info to be able to do anything useful with.

Fortunately, it’s now possible to use powerful AI technology to not just collect and track member data but to actually analyse it and understand what this data might tell you about retention levels in your gym. This is exactly what retention software like Keepme is designed to do. 

Embrace Automation

Automation is a fantastic way to simplify your retention strategy. For example you can use automated AI retention software to automatically refer a member to your floor staff when they have started attending your gym less regularly. And you can use it to focus only on those members who would benefit from interventions by monitoring retention risk levels.

Automation means you can send out messages to members by their preferred communication medium, targeted specifically to their own experience with your gym. Member outreach can easily be triggered when certain events occur, whether that is 90 days after first signing up or when attendance levels drop below a certain level. This makes member communication much more streamlined and can free your staff up to build relationships with your members. To find out more you can book a free, personalised demo of our retention software today.

January 30, 2020 Danni Poulton

Fitness trend predictions (and what this means for your retention)

As 2020 gets under way, it’s time to look forward to the year ahead and what it holds for the fitness industry. Let’s take a look at some fitness trends predicted to dominate 2020 and what this means for your retention strategy.

Fitness trends (and fads) in 2020

A global study of fitness trends carried out by the American College of Sports Medicine (ACSM) looked at how the world of exercise will look in 2020. They point out that there is a difference between a trend and a fad. A fitness fad is a momentary exercise fashion that is taken up enthusiastically, but only for a brief period. By contrast, a fitness trend is a general change in the way people engage with exercise.

It’s important to understand the difference between a fitness trend and a fad. This is because gym retention is a long term process that you need to invest in… sudden fads that come and go are likely to make for rocky retention metrics as fads come and go rapidly. Whereas if you understand the trends that are emerging in the world of exercise you can make informed decisions about what people want from their gym experience and steer your facility in the direction of positive retention and growth.

The top five fitness trends for 2020 detailed by the ACSM are wearable technology, HIIT, group training, free weight training, and personal training.

Whilst the list contains some old favourites like exercising for weight loss and yoga, it’s also worth noting the rise in interest in exercise for older adults. This is interesting when you consider that the age group most inclined to attend traditional gyms is the 35-54 range. A trend towards older people participating in exercise opens up new possibilities for member acquisition and presents its own challenges in terms of maintaining retention amongst older members. 

Now let’s take a look at 3 crucial trends that we think are important when it comes to improving member retention.

Fitness trend focus #1: wearable tech

It’s interesting that the top trend according to the ACSM study of thousands of fitness professionals is for wearable tech. In the US, wearables were the biggest growth factor in the fitness industry in 2019, accounting for a market volume of $14,528 out of a total volume of $16,837. That means wearables accounted for 86% of all fitness market value in the US in 2019.

When people go to the gym they have certain expectations of what it will be like. If those expectations are not met, they are likely to be disillusioned and become a retention risk. Forward thinking gyms are the ones that are embracing the trend for wearable tech that we will likely see grow in 2020. 

Wearables help members track their exercise metrics, making it easier for them to reach the results they want whilst getting constant reinforcement from seeing those metrics move ever closer towards their goals. This can be great when combined with personal trainers because  wearables are a great ‘hook’ to keep people motivated and can help them see the value of their exercise program. All this is likely to keep them coming back for more.

Fitness trend focus #2: flexible memberships

As the rigid world of the 9-5 slowly starts to melt away there has been an increased focus on flexibility in the working day. This has translated into a trend for flexible gym memberships as gym-goers seek to fit their exercise around a much more fluid world of work.

One way we can measure the trend for flexible membership is through the growth of ClassPass, an app that helps users access fitness classes for any studio on its extensive network of facilities. So far, Classpass has facilitated over 60 million fitness reservations, and has partnered with over 12,000 studios.

Increased flexibility such as that offered by Classpass can be a big challenge when it comes to improving gym member retention. It means you have to work harder to keep your members happy, or they’ll bounce. Fortunately, it’s becoming much easier to improve retention with automated retention software like KeepMe that helps focus on members who are likely to leave without appropriate care and attention. 

Fitness trend focus # 3: group training

 Group training is listed at the top 3 exercise trend for 2020 according to the ACSM.

This is really good news for all gym owners who understand the importance of improving member retention. Research shows that people who work out as part of a group and who have lots of human contact are much more likely to stay with your gym longterm. 

Gyms need to make sure their group fitness offerings are up to scratch, and offer enough variety to have broad appeal with their membership. It’s a good idea to stay in touch with your members and run surveys to find out what members like about your group exercise offerings… and what they don’t.

If you want to see how AI retention software can get your retention levels trending in a positive direction, book a free tour of KeepMe today.

With retention software like Keepme you can automate member communication so that you can target people who do group exercise so that a member enrolled in Zumba classes isn’t being asked about their experience with the water aerobics class and so on.

Getting a grip on your member metrics is very important. For example, some people are quite content to work out on their own, and can be left to get on with things by themselves. But for others working out alone they may be demoralised and likely to quit. Using our automated retention software you can find out if a member is a retention risk or not, and direct your communications and member outreach accordingly. You can use this approach to encourage people to take up group exercise who would most benefit from working out with other people.

January 23, 2020 Danni Poulton

How to keep new members engaged beyond the New Year

It’s January, which means a fresh influx of new members to your gym. Whilst this is a bumper time for most gyms, it’s important to minimise the churn that usually follows such a high volume of recruits (let’s call it ‘New Years Resolution Syndrome’). Let’s take a look at some ways you can keep your new members engaged with your gym in 2020.

When all is said and done, it’s the way you treat your members that will most influence the likelihood that they will stick with your gym. Many gyms take a long time to work out the best way to treat their members, and many don’t have the strategy and resources to do this. Fortunately, thanks to automated member retention software like KeepMe it’s never been easier to treat your members well. Here’s our no nonsense guide to treating your members right from the start…

Start as you mean to go on

It’s time to cut to the chase; the secret to improving member retention is mastering gym membership data.

You can’t improve gym retention by playing a guessing game, you have to be mining your member data for insights into building a retention strategy that works for your gym. Too many gyms focus on member data after the fact. Trying to make sense of a member’s journey when they’ve been with your gym for a while is going to cause you problems, as months and even weeks can make a difference as to whether you turn a member’s retention prospects around.

So, as with all things in life, you need to start as you mean to go on, collecting, analysing and acting on member data from the beginning.

One way you can do this is having a single member retention software with which you monitor retention data.

This needs to be connected up to your member outreach processes so you can directly act on the intelligence you get from your retention data. 

The new signup journey

Gyms need to understand and monitor the customer journey that your gym members go through. This starts from when people first sign up a new member.

It’s important that you have a solid member onboarding process to maximize the possibility for making your members feel at home in your gym, and be empowered to make the most out of their gym experience.

When onboarding new members keep track of demographic details such as age, gender, location and so on. The more detailed the data the greater the retention snapshot you’ll get of each member. You can then use this data to track retention levels and engage with at-risk members before they are beyond saving (KeepMe designates ‘high risk’ members as those who are likely to cancel if you interact with them, whereas ‘moderate risk’ members are open to positive interactions to turn their retention prospects around).

The first few months of a new gym membership are normally a kind of ‘honeymoon’ period in which your member is motivated to attend the gym. But after this grace period it’s possible that their attendance will start to slip and they could become a retention risk.

Use member retention software to treat your members right

There are two essential components to treating new signups in the right way: understanding the importance of building customer relationships, and having a laser focus on improving member retention. 

In fact, you need to do both if you want to do either!

Building effective member retention strategies is a complex matter, so it’s vital that you simplify things by using AI software to make sense of all this complexity.

For example, KeepMe has an ‘On-Site’ mobile app that means you can find out when an at-risk member is at one of your gyms. The app helps you direct your floor staff to interact with them. One-on-one staff-member interactions are a strong way to improve member retention, and they increase the chances that your members will come back for more. 

Keepme can also be used to automate member communications. For example, you can schedule a NPS survey to be sent out every 90 days (frequent enough to track progress, but not too frequent to annoy people). This will help you track how positively (or negatively) your members view your gym. This gives you a chance to win back people who have issues with your gym, and enroll promoters into your referral schemes

We hope January is a fantastic time for new gym sign-ups at your gym, and that some of the tips we’ve talked about in this post can be put to use to keep new members sticking with your gym for the long run. You can see KeepMe’s AI retention software in action by booking a free demo today to see how it can improve your gym’s retention levels.

January 16, 2020 Beth Cadman

Building Gym Member Retention from the New Year’s Rush

January can be the busiest time for gyms as new members flock to join. By preparing for this influx of new customers and adapting your retention strategy to care for both them and your existing members, you can hope to prosper in the new year!

The new year brings with it many things. It is a time for fresh starts, a time to reassess, and a time to set new goals. This is true not just for individuals but for businesses as well. The beginning of 2020 is the perfect time for gym operators to evaluate their performance over the past twelve months and consider how they can celebrate highs, learn from the lows, and move forward with a smart, effective retention strategy for the new year that will see their facility prosper.

Why do so many gym members join in January?

As we’ve mentioned, the new year is all about fresh starts. It’s about taking stock and then creating a better, brighter, more brilliant version of yourself in the year to come. Getting fit and healthy and losing excess weight is a massive motivator, especially after the indulgences that tend to go hand in hand with the festive season. 

In a survey conducted by NPR and The Marist Poll , 44 percent of the 1,075 American adults asked said they were likely to make a New Year’s resolution, and the most common resolutions are around getting healthier and losing weight. However, despite the high number of people making resolutions, about 80% will fail within the first 30 days – which is why people joining and then quickly leaving the gym around this time of year is so common.

What factors influence member retention rates in the New Year (for better or worse?)

The weather 

In the UK, the weather during January is usually pretty abysmal. If we’re lucky, we might get a flurry of pretty winter snow, that has everyone giddy on mulled wine and building snowmen for 24 hours. Still, the reality is we can probably hope for nothing better than freezing temperatures and grey skies. This has both advantages and disadvantages for gym owners. Bad weather means that people are on the lookout for indoor activities, and working out is one of them. However, bad weather can also mean that people don’t much like leaving their houses at all, so your new gym members must feel motivated enough to head out in the dark and the cold before they lose motivation and have the potential to churn. On the other side of the world, of course, the opposite is true. Places such as Australia are scorching at this time of year, and the desire to get beach body ready could see members flocking to the gym. On the flip side, however, many may ditch their memberships in favour of outdoor pursuits. Changing the seasons can affect member retention and is something that operators need to factor into their marketing efforts. 

Bank balances

Another important consideration is how the festive period could affect the perceived value of a gym membership at this time of year. For existing members, they may have resolutions to cut back, to save for a particular event, or to be more frugal with their money this year. If they are not fully engaged with the gym and do not perceive the value of their membership to be worth the spend, this could be one of the first things to make the cut. 

Conversely, those who are feeling more abundant in the New Year because of financial gifts might decide to splurge on a gym membership. Then, later in the year, they could start to feel the tug of their purse strings once more and decide that they can no longer justify paying for their membership.

Neglect

Understandably, gym operators and their teams may find most of their manpower is reserved for new gym members who rush to join the gym during January. However, it is essential to remember that this can have a knock-on effect when it comes to those existing members who may start to feel neglected at this time. If, for example, you roll out special offers and discounted rates to new members to entice them to join, loyal members could feel disgruntled, and this could motivate them to start searching for a better deal elsewhere.

According to the IHRSA, 12% of all new gym memberships occur in January. This signifies the immense potential for gym operators to expand their businesses. However, without considering the reasons why a member might leave or join the gym during this time, this potential can quickly become an opportunity wasted. 

How can gym operators prepare for the January rush?

December is the time to put effective strategies in place to ensure that you are fully prepared for the January rush. By implementing fresh retention efforts now you can go into the New year feeling confident that your existing members aren’t going anywhere, then refine your focus to ensure that the new members you achieve in January also turn into loyal, spending, brand-loving members who never become at-risk.

Smart retention strategies to keep your January gym members for good!

By investing in a smart retention tool, such as KeepMe, you have the immediate ability to identify members who are at risk of leaving your gym. After the dust has settled from the January stampede, you can isolate those members who aren’t committed to the gym, who look as though their motivation is waning before they even know it themselves. This gives you tremendous insight and the ability to communicate effectively by delivering personalised and meaningful engagement at precisely the right time. 

Staff should be prepared to help members meet their goals, offering a welcoming space, excellent facilities, opportunities for feedback, and focus on making every member feel valued. When it comes to making a purchase, 64% of people find customer experience more important than price. Focus your retention efforts on providing fantastic customer experience and building robust relationships, and members will be less likely to feel as though parting with their hard-earned cash to pay for a gym membership isn’t worth it. 

The new year can be a prosperous time for gym owners. However, it is important not to get a false sense of security. For it is only if the large cohort of members who decide to sign up for the gym in the post-Christmas and New Year rush turn into loyal members, that your recruiting and retention efforts have really paid off.

It is through a combination of smart, effective marketing to your new members, while also continuing to nurture and value your existing ones that gym operators can hope to get this balance right. Teams must be able to send out successful communication that will engage members, motivate them, and ensure their continued membership. Tools like KeepMe are designed to support this work, and by keeping on top of your member data, being alerted to at-risk members, and having the ability to send out automated communications, this process can be streamlined, robust and genuinely useful. 

January 9, 2020 Danni Poulton

What actually is AI?

Ten years ago, if you wanted to measure the retention risks of each of your gym members you would have to employ an entire team of data scientists and analysts. Well you can now do it with one piece of AI membership retention software like KeepMe. 

So, what is AI?

You probably already know that AI stands for Artificial Intelligence. But what is that exactly, and how does it work?

Let’s start with the second part first… “intelligence”. This basically refers to the ability to assess information and make informed decisions based on that assessment. It’s what we humans refer to as “thinking”.

For the longest times mathematicians and scientists have thought hard about the idea that computers can make the kind of smart decisions people make… that’s the “artificial” part of the equation.

Artificial Intelligence was a big topic in the 1950s, but it’s only with relatively recent developments in computing, helped along by the development of the internet and cloud based technology, that big strides have been made in developing AI and making it accessible to all. So much so that AI has become a bit of a catch-all buzzword that’s used so much it loses all meaning. 

So let’s break down the key components of AI, and how it can help with gym retention.

AI is data based

There’s no AI without data. Lots of data. Technological advancements in data collection and handling, alongside a growing expectations from consumers for personalised customer service has put a ton of data at our fingertips. That’s one of the reasons it’s so puzzling when companies don’t make the most of the data by using AI software that’s even better at rapidly analyzing data than humans. And much cheaper too. 

AI is goal focused

Humans are pretty good at generalised thinking, but AI needs to be set predefined goals for it to work. It’s when you tell it to look for patterns in data and take action based on that AI is in its element. AI finds patterns in data and applies a bunch of criteria to solve problems set by the software designer.

AI never sleeps

AI is always working behind the scenes which makes it easy to gain an overview of your retention levels without missing key insights because of inconsistencies in data processing that can arise when you employ humans to crunch your data for you.

How does KeepMe use AI?

KeepMe takes individual gym member data and applies an algorithm to determine their retention level, generating a number called a “KeepMe score”. This shows if a member is likely to leave, could go either way, or is especially loyal and viable to join a member referral scheme.

AI provides crucial insights into which members might leave in a timeframe for you to take effective steps to win those members back. This requires complex data crunching that AI is especially well placed to solve. Then it’s up to your team to put those insights to work.

That said, working out who is at risk of leaving is only one part of what the KeepMe AI does.

You can also plug in a set of conditions that can trigger member outreach tasks such as sending emails, triggering a callback from a member of staff or a number of other actions.

How does the KeepMe AI process member data?

There are various different types of AI, but KeepMe uses a subset of AI called “machine learning”, a term that is becoming increasingly popularised these days. 

Put simply, machine learning is a computer program that can improve itself over time. This means the kind of predictions the KeepMe AI software become smarter as the system has exposure to member data over a period of time.

How are these AI insights presented?

KeepMe takes your member data, applies Machine Learning models to it, and assigns a retention score to each member, as well as an overall member retention score for each gym location.

You can then drill down into this data to get much more specific insights. For example, you can break down your member retention levels by factors such as age, gender, location, pricing plans and more. 

This means you can then take actions that are appropriate for each member or group of members.

For example, if you discover that women have lower retention scores you can reach out to them about group activities that are women-friendly. If you are struggling to retain millennial gym members you can make sure you talk up the experiential aspects of your gym offering and encourage them to get involved with your gym community.

You can find out more about how KeepMe uses AI to help improve gym retention levels by booking a free tour of the software today. It will be tailored to your own fitness facility so you can see exactly how it can help you build member retention strategies that will reduce acquisition costs and transform the retention health of your gym.