The new member journey: dedicated staff are key

I read with interest the first part of Guy Griffiths’ retention series, about new member journeys (see HCM May 13, p51).

Having implemented a structured new member journey in 2011, I fundamentally agree with the article in terms of the impact a new member journey can have. This is especially the case when emphasising the club’s service for the newer members, interacting more with them and even offering them tangible rewards for achieving a set number of visits.

However, our experience has shown that this on its own is not enough. What wasn’t touched on in the article is the importance of the staff’s ability to build up a relationship with the new member. We have recently hired staff specifically to mentor new members through the member journey, which has resulted in an average retention increase of 20 per cent over the first 15 months. Just having the member journey in place is not enough unless the right people are recruited and trained to implement it effectively.

The member journey is also about much more than getting people past the first four to six weeks: no matter how dedicated a member is, there are always periods of lapsing that need to be picked up on down the line. Recruiting staff who build genuine relationships with members is key, as they are much more likely to entice the member back to the gym.

Jack Bishop, Fitness manager, Synergy Health and Fitness