September 26, 2019 Beth Cadman

Why Building Relationships With Members Matters

Why Building Relationships With Members Matters

Encouraging fitness staff to build positive customer relationships with gym members can have a significant impact on member retention.

All smart business owners agree that building relationships is crucial when it comes to attracting and retaining new customers. For gym owners, this has never been more pertinent, and with competition fiercer than ever, they cannot afford to lose customers to competitors because of poor customer experience.

If a member feels emotionally connected to the gym, if they feel as though they are part of a community, and going to the gym is a positive and social experience, they are much less likely to cancel their membership or be swayed by a competitor’s more attractive offer. 

Member retention – communication is key

Building robust and lasting relationships between members and fitness staff and demonstrates that nothing quite beats the human touch to increase emotional engagement and brand loyalty. 

It is up to the employees of the gym who interact with members on a daily basis to ensure that their experience is a positive one, that they are satisfied with the service they receive, that they are provided with opportunities to socialise and make friends and that they are hitting their fitness goals, and making new ones when they do.

While data can be captured when members join a gym or through routine surveys or even via social listening, the information that those members of staff who walk the floor and who are communicating with customers can provide is enormously valuable and shouldn’t be overlooked when trying to devise a smart member retention strategy. 

In fact, a TRP study found that the most effective salespeople are the fitness staff themselves, revealing that fitness-staff members can generate 600% more income per member than salespeople alone. The study also determined that frequent interaction between staff and gym members has a direct impact on how often members frequent the gym and how likely they are to renew their memberships when they come to an end. 

If fitness staff are briefed on how to approach members, what the right questions are to ask to generate meaningful and valuable feedback, and are able to engage in positive and motivational dialogue with members consistently, they will make them feel valued, heard and motivated. This positive messaging, delivered face to face can have a massive impact on how a member views their gym sessions, their overall experience of dealing with the company, and can even inspire them to share their positive experience thus strengthening trust and creating a better impression of the brand which will, in turn, increase brand loyalty and impress new potential members simultaneously. 

Excellent customer relationships mean increased customer loyalty

Developing a meaningful client base is imperative if gym owners hope to see retention rates improve. Recent studies have placed emphasis on the vital relationship between customer satisfaction and retention and how important retention is for a business’s continued success. It is the role of those who interact with members to seek to understand their concerns, to answer their questions and to build an emotional connection that fosters commitment and loyalty through the development of long term relationships. Cultivating these personal relationships takes time and effort, and it is by providing a unique, tailored experience for each member that meaningful relationships can flourish. It is an ongoing process too, for those that are taken for granted or ignored for too long will quickly deteriorate leaving the neglected member vulnerable and at risk of terminating their membership or being tempted by a hovering competitor

A Walker study revealed that customer experience would likely overtake price and product as the critical brand differentiator as early as next year. Experience can, of course, be related to the products and services offered, but it is also the experience of being at the gym, of how staff members make customers feel from the moment they arrive to the moment that they leave that could have the most significant impact. 

If your gym focuses on building these customer relationships, getting to know your members, and providing a level of customer service that goes beyond the expected, this acts as a point of differentiation between you and your competitors. Therefore, relationship building should be an integral part of any smart retention strategy, and by being dedicated to exceeding expectations and providing unique experiences through strengthening bonds between member, gym and brand, owners can hope to see a rise in loyal, satisfied, spending customers and a subsequent increase in retention rates.