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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

News

Sealing the Leaky Bucket – 7 Research-Based Tips for Retaining New Members in January 2021

In the first 6 months of membership, making at least 1 visit in a given month reduces the risk of canceling in the next by 27%.
– Tom Doodson; Sales Manager

With January now close on the horizon your thoughts will be firmly focused on sales campaigns to attract new members through your doors in the new year rush.

But have you thought beyond the sale? About how you are going to maximise the return on your sales investment by keeping those new members for longer?

In this article, we will share with you 7 tips (informed by our extensive research into member behaviour, experience, and retention, conducted in partnership with esteemed academic, Dr Melvyn Hillsdon) which will help you to seal the leaky bucket and retain your new members for longer in 2021.

1. Create a friendly, welcoming club community which your new members can be part of.

58% of members report being highly motivated by the social aspect of attending the gym.

2. Get your new members into group exercise.Members who take part in group exercise are 26% less likely to cancel than those who only workout in the gym.

Get your new members into group exercise with the help of your raving fans >

3. Talk to your new members when they visit.Almost 9/10 members say they value fitness staff speaking to them.

4. Find out what motivates your new members and ensure they have a regularly updated plan of action to achieve their goals which has bitesize milestones they can hit to keep them motivated.

For each factor that a member reports they have made progress on, the risk of cancelling during the following 7 months reduces by 10%.

5. Utilise digital communication channels to engage with your new members when they are away from the club to encourage them to make visits.In the first 6 months of membership, making at least 1 visit in a given month reduces the risk of cancelling in the next by 27%.

6. Member engagement doesn’t stop in the gym. ensure your reception staff are, at minimum, saying hi and bye to new members when they visit.

Compared to members who say they are always spoken to by reception staff, members who are never spoken to cancel at a rate 2.8 times higher.

7. Get all of your new members following your club’s social media channels and ensure you are regularly posting engaging content that adds value.Members who receive club communications via social media are 3x as likely to be ‘Promoters’ as defined by the Net Promoter Score® methodology.

Looking to keep your new members for longer this January? Contact The Retention People today to request a demonstration of their user-friendly software.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Do you have something to say about the health and fitness industry? Would you like to write an opinion piece for us? Call Jan Williams on +44(0)1462 471909
With January now close on the horizon your thoughts will be firmly focused on sales campaigns to attract new members through your doors in the new year rush.
HAF
2020/THUMB346336_411997_647793.jpg
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News

Sealing the Leaky Bucket – 7 Research-Based Tips for Retaining New Members in January 2021

In the first 6 months of membership, making at least 1 visit in a given month reduces the risk of canceling in the next by 27%.
– Tom Doodson; Sales Manager

With January now close on the horizon your thoughts will be firmly focused on sales campaigns to attract new members through your doors in the new year rush.

But have you thought beyond the sale? About how you are going to maximise the return on your sales investment by keeping those new members for longer?

In this article, we will share with you 7 tips (informed by our extensive research into member behaviour, experience, and retention, conducted in partnership with esteemed academic, Dr Melvyn Hillsdon) which will help you to seal the leaky bucket and retain your new members for longer in 2021.

1. Create a friendly, welcoming club community which your new members can be part of.

58% of members report being highly motivated by the social aspect of attending the gym.

2. Get your new members into group exercise.Members who take part in group exercise are 26% less likely to cancel than those who only workout in the gym.

Get your new members into group exercise with the help of your raving fans >

3. Talk to your new members when they visit.Almost 9/10 members say they value fitness staff speaking to them.

4. Find out what motivates your new members and ensure they have a regularly updated plan of action to achieve their goals which has bitesize milestones they can hit to keep them motivated.

For each factor that a member reports they have made progress on, the risk of cancelling during the following 7 months reduces by 10%.

5. Utilise digital communication channels to engage with your new members when they are away from the club to encourage them to make visits.In the first 6 months of membership, making at least 1 visit in a given month reduces the risk of cancelling in the next by 27%.

6. Member engagement doesn’t stop in the gym. ensure your reception staff are, at minimum, saying hi and bye to new members when they visit.

Compared to members who say they are always spoken to by reception staff, members who are never spoken to cancel at a rate 2.8 times higher.

7. Get all of your new members following your club’s social media channels and ensure you are regularly posting engaging content that adds value.Members who receive club communications via social media are 3x as likely to be ‘Promoters’ as defined by the Net Promoter Score® methodology.

Looking to keep your new members for longer this January? Contact The Retention People today to request a demonstration of their user-friendly software.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Do you have something to say about the health and fitness industry? Would you like to write an opinion piece for us? Call Jan Williams on +44(0)1462 471909
With January now close on the horizon your thoughts will be firmly focused on sales campaigns to attract new members through your doors in the new year rush.
HAF
2020/THUMB346336_411997_647793.jpg

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Anytime Fitness UK has unveiled a ‘Panel of Health’, tasked with supporting its members during
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Sign the petition by clicking here. HCM editor, Liz Terry, has launched a Parliamentary Petition
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Core Health & Fitness is proud to have signed an exclusive supplier agreement for the roll- out of all projected clubs with Énergie Fitness Iberia over the next seven years.
Featured supplier news
Featured supplier: AskNicely helps empower businesses to improve customer experience and boost NPS
Maintaining a consistent member experience across a growing health and fitness brand can prove challenging.
Company profiles
Company profile: Harlands Group
Harlands Group is the leading provider of membership management services to leisure operators, processing over ...
Company profiles
Company profile: Physical Company Ltd
Physical Company provides specialist fitness solutions. This includes equipment, flooring, gym design, programming and training ...
Supplier Showcases
Supplier showcase - Powering through
Catalogue Gallery
Click on a catalogue to view it online
Directory
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Member feedback software
AskNicely: Member feedback software
Exercise equipment
Matrix Fitness: Exercise equipment
Trade associations
International SPA Association - iSPA: Trade associations
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Management software
Premier Software Solutions: Management software
Red Light Therapy
 Red Light Rising: Red Light Therapy
Uniforms
Service Sport: Uniforms
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, 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
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fibodo Limited
fibodo Limited