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Health Club Management

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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

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
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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

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
Rockwell Group have unveiled designs for luxury hospitality and wellness amenities at Manhattan's 550 Madison ...
Latest News
The Gym Group is set to continue its fast pace of growth in 2020, with ...
Latest News
A new product aimed at the ageing population is combining wearable fitness tech with artificial ...
Latest News
A three-year research project will look to provide the physical activity industry with a better ...
Latest News
The latest edition of the highly-successful This Girl Can Campaign has been celebrated for its ...
Latest News
The increasing popularity of streaming services and wireless earbuds – along with the introduction of ...
Latest News
Stuart Broster, chief executive of Anytime Fitness UK, will step down from his role in ...
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Digme Fitness has acquired Another Space – the boutique studio arm of premium health club ...
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Job search
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Featured supplier news
Featured supplier: RLSS UK - First choice for all aquatic rescue, pool management, first aid qualifications and training
The Royal Life Saving Society UK (RLSS UK) is proud to be the industry leader in water-related safety qualifications and training. More than 40,000 pool lifeguards qualify with an RLSS UK National Pool Lifeguard Qualification (NPLQ) every year.
Featured supplier news
Featured supplier: Nutrition tips for a healthy life
A healthy diet has massive benefits for your health, both inside and out.
Video Gallery
Wattbike AtomX
Wattbike
Join our tribe. Become powered by Wattbike. Read more
More videos:
Company profiles
Company profile: Fisikal Limited
Fisikal helps fitness professionals, operators and education organisations improve efficiencies and service through its online ...
Company profiles
Company profile: Matrix Fitness
At Matrix Fitness, our goal is to make innovative commercial fitness equipment that stands out ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness software
Go Do.Fitness: Fitness software
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Fitness equipment
Stages Cycling: Fitness equipment
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Spa software
SpaBooker: Spa software
Management software
GymSales: Management software
Exercise equipment
Eleiko Sport AB: Exercise equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Skincare
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21-23 Jan 2020
Harrogate Convention Centre, Harrogate, United Kingdom
Diary dates
28-30 Jan 2020
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
20 Feb 2020
The Old Truman Brewery, London, United Kingdom
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
25-26 Mar 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
26-29 Mar 2020
The Winter Gardens Blackpool, Blackpool , United Kingdom
Diary dates
19-24 Apr 2020
tbc, Beijing, China
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
10-27 Jun 2020
tbc, Pinggu, China
Diary dates
13 Jun 2020
Worldwide, Various,
Diary dates
17-18 Jun 2020
ExCeL London, London, United Kingdom
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
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