June 27, 2019 Beth Cadman
How can gym owners communicate successfully with their members? This article explores the different methods and discusses how gym owners can ensure appropriate, relevant and effective communication is delivered every time they reach out to both current and potential clients.
When it comes to ensuring member retention, communication really is critical. In fact, those who are able to consistently and effectively communicate with their customer base enjoy stronger relationships and increased sales success. As notable psychiatrist Milton Erickson pointed out, “the effectiveness of communication is not defined by the communication, but by the response.”
It is the way that gyms communicate with their members, not just initially, but over time, that nurtures and strengthens the business-customer relationship, promotes customer loyalty, creates a sense of emotional connection, and can help members feel valued, appreciated and motivated to continue to use their gym membership – and even encourage others to do the same.
Communicating with members can take place via many avenues and analysing how members are communicated with, as well as the types of content that are delivered to them should be part of any smart gym owner’s retention strategy.
It is essential to understand how members prefer to receive communication, as well as the types of messages that motivate them to act. The forms of content that help to develop brand loyalty or encourage members to react in a particular way and the timing that the communication is sent out to ensure the greatest effect are all hugely significant considerations that gym owners should be aware of and actively trying to improve.
However, developing an impactful and successful communication strategy is no mean feat. Controlled experimentation, research, and data analysis often concludes that there is still no ‘one size fits all’ approach, and instead, it is through the development of flexible, malleable and ever-changing communications that the most significant improvements will be seen.
Different types of content and messaging require different communication formats. A competition announcement will require a distinctive tone and message, for example, when compared to a new member discount. A business announcement or press release will need to be shared via different communication channels to general newsletters or social media messaging. Whatever makes it necessary or timely to communicate with customers, the one thing that is patent, as Technogym neatly summarises is the: “biggest mistake that can be made is to approach the communication strategy of the centre in a purist way.”
So what are the different types of communication that gym owners can use to reach out to their members, keep them motivated, create brand loyalty and reduce the likelihood of them becoming at-risk? What are the factors that they need to consider when devising a communication strategy? Let’s take a look.
Face to face communication takes place whenever a member attends the gym. This could be when they first enter and are welcomed into the gym, during their workout on the gym floor, and before they leave the gym too. Fitness instructors and other staff members who make an effort to be welcoming and friendly will be rewarded with loyal customers. As Lifetime training points out in their client’s workbook, “Instructors who work hard to build rapport and form good working relationships with their clients are likely to be rewarded with a good retention rate.”
SMS text messaging is a communication method that gyms use when they want to provide members with short, direct pieces of information that they can respond to quickly and easily or that don’t require a response at all. Smart text messaging is all about delivering a message that will capture interest and motivate customers to act without feeling pressured or hassled into it.
Email is usually the preferred communication method when gym owners want to provide more detailed content, so business news, announcements, fitness, and motivational tips, as well as promotions and offers. Emails should be personalised and engaging both from a content perspective as well as visually.
Some members will also use call lists to collect the phone numbers of members, so when their membership is coming to an end, or if they suspect them to be at-risk staff members may choose to call them to see if they can persuade them to renew their membership or stay on.
Less personalised communication methods come in the form of social media where members can opt-in to follow and therefore receive news and updates. Social media advertising is another way gym owners can try to target particular groups of people with specific messages via advertising campaigns.
When it comes to creating a smart communication strategy that your members will appreciate it is only through experimentation and data analysis that you will be able to decipher which kinds of communication are most successful, being aware, of course, that this may change over time.
Considering the context, taking into account the predisposition to technology that members have, and researching the types of media and content marketing that competitors are employing are all critical. It is also essential to bear in mind additional parameters such as age, gender, location, hobbies, and interests. These parameters will all need careful consideration when deciding how to present different messaging and when choosing which communication formats to employ. Ensuring that the tools are in place (such as capturing engagement, using the NPS method for detailed insights and so on) to enable gym owners to then measure the success of each type compared with sets of measurable objectives will influence their communication strategy going forward and help to to reform and refine it based on the historical data.
As competition between gyms becomes more intense, it is now more critical than ever for gym owners to communicate with their prospective and current members in an appropriate way. If communications are well received, appreciated, and thought to be valuable (by being entertaining, informative, timely, beneficial, etc.) the higher the likelihood that the recipient will act as directed (to sign up, renew, share, recommend, etc.) and the communication will, therefore, be successful.
Just as timely, considered communication can encourage members to promote and feel an affinity towards the brand, to become loyal to the gym, to feel as though they are part of the community, and feel as though they receive value for money and excellent customer service, poor, ill-timed communication can do quite the opposite. If customers feel bombarded, pressured, confused, hassled or overwhelmed by the communication they receive this could make them react negatively towards the gym, and leave them disengaged, demotivated, isolated and at worst actively frustrated or angry, which could quickly lead to them becoming at-risk.
The bottom line is that there are numerous factors to consider when determining how to communicate with gym members and defining these can only be done through trial and error, and by asking members directly. Capturing this data is essential if gym owners hope to create a personalised communication plan that members will be receptive to dependent on their interests, desires, and problems at the time.
It is worth remembering that the landscape of the fitness industry has changed dramatically over the last few years, and will continue to do so. The types of people who use the gym have also become more variable. With these changes, there will no doubt be more opportunities to communicate with members in creative and innovative ways and to keep testing and pushing the boundaries to devise a communication strategy that members will appreciate. Doing so can not only help to boost member retention but could also lower the number of at-risk members by applying the right kind of communication at the right time to capture members attention and deliver the sort of comms they would value to make them reconsider staying a member of the gym.
If you want to learn more about our smart AI-powered retention tool that could keep your retention rates high, why not request a demo today?