GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
Gympass
Gympass
Gympass
Health Club Management

Health Club Management

Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Get the latest news, jobs and features in your inbox
Health Club Management

Health Club Management

features

Write to reply

The new member journey: dedicated staff are key

Published in Health Club Management 2013 issue 7

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

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
http://www.leisureopportunities.com/images/HCM2013_7letter.gif
Having dedicated staff is key for new member journeys, says Jack Bishop of Synergy Health and Fitness
People
We offer career progression and decent pay and retain 85–90% of staff each year
People
HCM people

Debra Wein

founder and CEO, Wellness Workdays
I’ve always felt that if individuals had more education and understanding of nutrition and healthy lifestyle principles, we could literally change lives
People
If you don’t have a hybrid digital/ physical model, you won’t survive
Features
Sponsored briefing
Active IQ has partnered with leading experts at Nuffield Health who, alongside its chief medical advisor, Dr Dane Vishnubala, have created a new Level 3 Diploma in Working with People with Long-term Conditions
Features
The way I see it
As Technogym launches its new virtual and on-demand services, Francesco Arlotti, head of digital solutions, shares his thoughts with HCM
Features
Editor's letter
The pandemic is stretching the industry to the limit and it’s a time none of us will ever forget. Moving forward, we need to make a plan to ensure we’re better prepared to represent ourselves in the corridors of power
Features
Strength
Fitness enthusiasts are on the hunt for new ways to elevate their workouts. Fusion fitness is fitting the bill by making strength training more accessible
Features
Insight
As some of the UK’s top gym operators unveil their reopening videos, insight specialists, Paul Roberts and Mike Evans, analyse members’ reactions on social media
Features
US stats
New research from the US shows Millennials and Gen Z may be slow to return to gyms, while women are more hesitant than men. Club Intel’s Steve Tharrett reports
Features
Supplier showcase
University College Birmingham has invested in elite performance facilities for students and staff, in partnership with Matrix Fitness
Features
Latest News
Industry body, ukactive, has questioned the decision to close gyms and health clubs as part ...
Latest News
Prime Minister Boris Johnson has paid a surprise visit to a branch of The Gym ...
Latest News
Planet Fitness' share price on the New York Stock Exchange has remained steady at between ...
Latest News
Two of the largest health club operators in the US have announced that members and ...
Latest News
If you're a personal trainer working in the UK, you can now get online PT ...
Latest News
A member of SAGE, the government’s independent group of scientific advisers, has said gyms, pubs ...
Latest News
Following approval to build a £250mn wellbeing resort in Manchester, Therme Group has revealed plans ...
Latest News
Europe's largest gym chain, Basic-Fit, has provided the European fitness sector with some optimism, after ...
Opinion
promotion
Data-driven businesses are some of today’s greatest global success stories, providing blueprints for success.
Opinion: Up your ‘data game’ to successfully relaunch your fitness business
Opinion
promotion
Evidence suggests that over many years personal trainers have been forced to leave the fitness industry because employment patterns are erratic, earnings are inconsistent and it is difficult to build up value needed to secure an appropriate lifestyle.
Opinion: Personal trainers need support as employment opportunities diminish: FREE on-demand webinar
Featured supplier news
Featured supplier: Let's get restarted: Physical Company offers advice on keeping gym members safe
As countries around the world gear up to relax their lockdown rules, there remains a question mark over gyms and studios, which in many markets will be one of the last sectors to be given the green light.
Featured supplier news
Featured supplier: The rise of the training pod
Belfast based gym equipment manufacturer BLK BOX designs, engineers and fabricates a range of rigs for the most elite, performance-driven organisations globally.
Company profiles
Company profile: FunXtion International BV
Unlock your club’s digital potential with the FunXtion Platform. Deliver engaging and immersive digital fitness ...
Company profiles
Company profile: Life Fitness
Through our Life Fitness Solutions Partners, we can deliver design and build services, finance solutions, ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Fitness equipment
TRX Training: Fitness equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Trade associations
International SPA Association - iSPA: Trade associations
Wearable technology solutions
MyZone: Wearable technology solutions
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Fitness software
Go Do.Fitness: Fitness software
Spa software
SpaBooker: Spa software
Exercise equipment
Matrix Fitness: Exercise equipment
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
21-24 Sep 2020
Messe Stuttgart, Germany
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates

features

Write to reply

The new member journey: dedicated staff are key

Published in Health Club Management 2013 issue 7

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

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
http://www.leisureopportunities.com/images/HCM2013_7letter.gif
Having dedicated staff is key for new member journeys, says Jack Bishop of Synergy Health and Fitness
Latest News
Industry body, ukactive, has questioned the decision to close gyms and health clubs as part ...
Latest News
Prime Minister Boris Johnson has paid a surprise visit to a branch of The Gym ...
Latest News
Planet Fitness' share price on the New York Stock Exchange has remained steady at between ...
Latest News
Two of the largest health club operators in the US have announced that members and ...
Latest News
If you're a personal trainer working in the UK, you can now get online PT ...
Latest News
A member of SAGE, the government’s independent group of scientific advisers, has said gyms, pubs ...
Latest News
Following approval to build a £250mn wellbeing resort in Manchester, Therme Group has revealed plans ...
Latest News
Europe's largest gym chain, Basic-Fit, has provided the European fitness sector with some optimism, after ...
Latest News
DW Sports is going into administration saying it's working to save its 73-strong gym portfolio. ...
Latest News
The American Council on Exercise (ACE) is urging US Congress to pass a new law ...
Latest News
Equipment giant Technogym has introduced its new Excite line of fully-connected cardio kit that has ...
Opinion
promotion
Data-driven businesses are some of today’s greatest global success stories, providing blueprints for success.
Opinion: Up your ‘data game’ to successfully relaunch your fitness business
Opinion
promotion
Evidence suggests that over many years personal trainers have been forced to leave the fitness industry because employment patterns are erratic, earnings are inconsistent and it is difficult to build up value needed to secure an appropriate lifestyle.
Opinion: Personal trainers need support as employment opportunities diminish: FREE on-demand webinar
Featured supplier news
Featured supplier: Let's get restarted: Physical Company offers advice on keeping gym members safe
As countries around the world gear up to relax their lockdown rules, there remains a question mark over gyms and studios, which in many markets will be one of the last sectors to be given the green light.
Featured supplier news
Featured supplier: The rise of the training pod
Belfast based gym equipment manufacturer BLK BOX designs, engineers and fabricates a range of rigs for the most elite, performance-driven organisations globally.
Company profiles
Company profile: FunXtion International BV
Unlock your club’s digital potential with the FunXtion Platform. Deliver engaging and immersive digital fitness ...
Company profiles
Company profile: Life Fitness
Through our Life Fitness Solutions Partners, we can deliver design and build services, finance solutions, ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Fitness equipment
TRX Training: Fitness equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Trade associations
International SPA Association - iSPA: Trade associations
Wearable technology solutions
MyZone: Wearable technology solutions
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Fitness software
Go Do.Fitness: Fitness software
Spa software
SpaBooker: Spa software
Exercise equipment
Matrix Fitness: Exercise equipment
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
21-24 Sep 2020
Messe Stuttgart, Germany
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
Gympass
Gympass