February 6, 2020 Danni Poulton
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.
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.
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.
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.
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.
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.