When it comes to gym management, attracting clients is only half the battle. Every year, you may see new customers coming through your doors, resulting in a surge of new memberships. However, after just a few months, you may see them jumping ship. Why do they decide to drop out when at first, they seemed to like your gym and enjoy your services? Is there anything you can do to boost gym member retention?
Of course, there is.
Member retention is the holy grail of a gym’s marketing strategy. Improving your retention rates is a sure way to generate greater revenue and increase the lifetime value of your gym.
Let’s discover the top xx strategies that you can use to not only attract new members but also keep them.
5 Strategies to Boost Gym Member Retention
Here are the tips you should follow to keep your members engaged and keep them coming back to your gym for more.
Offer Personalized Experiences
It takes a lot of self-convincing to come to the gym and take the first step on their fitness journey for most people. Once they have become a member, it’s on you to make sure they don’t lose that motivation.
To begin with, you should ensure that the staff members behind your front desk are welcoming, helpful, and professional. They should greet members warmly with a smile every day. It’ll be a cherry on top if they can also learn their names.
A friendly atmosphere at your gym will give the impression that you really care about the members’ health and fitness and are invested in helping them achieve their goals.
Make Sure Your Timing is Perfect
When it comes to retaining gym members, timing is everything. You can take personalization to the next level by reaching out to members at the right time in their journey using member data, such as check-ins, milestones, fitness goals, and purchases.
If you notice that a member hasn’t been coming to the gym lately, don’t hesitate to drop a friendly email to encourage them to get back on track before they cancel the membership. On the other hand, if you see a member working out with extra enthusiasm and commitment, brag about your new fitness class or referral program with them.
The key is to strike when the iron is hot!
Listen, Listen, Listen
One of the biggest mistakes gym marketers make is that they ignore members’ needs and expectations. If you want to boost gym member retention, you must be willing to listen to them and offer an unforgettable experience based on their wants and needs.
You can distribute survey forms in the gym and request members to fill them out. Another way is to design a digital survey and post it on your website or email it to each member. Member responses may provide you with valuable insights into areas you can do better. Maybe some members expect you to add more treadmills or equipment to the gym or perhaps the music in the gym is too loud for them. There’s also a good chance that people request you to offer a more flexible fitness class schedule.
Make this survey an annual thing to stay on top of the changing needs of your members. This won’t only help you meet you’re their demands and exceed their expectations but also give the impression that you’re willing to go above and beyond to offer an unmatched experience.
Moreover, it’s a good idea to follow up with each member and thank them for their valuable feedback and suggestions. Don’t miss a chance to let them know you appreciate their involvement and will go the extra mile to address their concerns.
Create New Fitness Challenges
In the fitness world, a regular workout routine is what everyone aspires to have. However, it doesn’t take much time for it to become mundane. When this happens, gym members can quickly lose interest and decide going out with friends or being a couch potato is more exciting.
A great way to boost gym member retention is by introducing unique fitness challenges and holding events. Regular weight loss challenges motivate people to put their best foot forward and get back on track with their fitness goals. It also brings several members together, allowing them to make gym friends and cheer for others’ milestones. Most importantly, it gives gym members a sense of community – and that’s the biggest driver of member retention.
Additionally, you can announce rewards for members based on the number of annual check-ins. You may offer gifts or membership discounts to those who achieve a certain threshold. This extra incentive will motivate them to keep coming back to the gym.
Leverage Indoor Tracking Systems
One of the biggest challenges gyms face when trying to boost gym member retention is overcrowding. Having to wait 15-30 minutes to use some equipment is a major turnoff for members. If this happens regularly, they won’t hesitate to leave your gym for another less crowded facility.
You must use indoor tracking systems to see which equipment and machines your members use and like the most. You can then swap out the rarely used machines for the most popular equipment. Optimizing your gym equipment selection is the key to providing your members with an exceptional experience, even during peak hours.
The Bottom Line
Considering the crazy competition out there, it may be challenging to get your gym members to stick around. You need to have a well-thought-out plan in place to boost gym member retention. Focus on providing each person with a personalized experience by conducting regular surveys and conducting fitness challenges and events to keep them engaged. Most importantly, know when to reach out to a member to achieve the desired outcomes.
Higher member retention translates into more referrals, more money, and a well-knit gym family. With these strategies, get ready to curate the perfect experience for your members and earn their loyalty!