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
FIBO Exhibition
FIBO Exhibition
FIBO Exhibition
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
Health Club Management

Health Club Management

PROMOTION

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
Latest News
Fully vaccinated people in the US no longer need to wear a face mask whether ...
Latest News
Anytime Fitness UK has revealed that April was its busiest month for new memberships since ...
Latest News
HCM understands that Fitness International, which operates more than 700 health clubs under the LA ...
Latest News
A court has given Virgin Active the green light to erase the rent arrears it ...
Latest News
The Swimming Teachers' Association (STA) has partnered with a psychologist to provide new mindfulness and ...
Latest News
A report commissioned by Parkrun has estimated that allowing mass-participation outdoor events carries an "exceptionally ...
Latest News
Jan Spaticchia, founder and chair of énergie Fitness has died aged 51 following a short ...
Latest News
A new pioneering approach looks to help cancer patients prepare for and respond to treatment ...
HCM Magazine
Software
As we adapt to a new way of living, software developers have been supporting the fitness sector with new systems and strategies. We asked operators and developers to share successes
HCM Magazine
Sponsored
More than 30,000 Hussle users have been turned into direct members in the last 18 months. Find out how Hussle can help your business bounce back
HCM Magazine
Everyone’s talking about
For years the health and fitness sector has aspired to be taken seriously by the health sector. Is now the time? asks Kath Hudson
HCM Magazine
Supplier showcase
Switzerland’s no frills chain, NonStop Gym, has appointed Funxtion to create its member training app, as CEO Ernst De Neef explains
HCM Magazine
Research
Lack of exercise is a major cause of death from COVID-19, according to new research, with only advanced age and organ transplant leading to greater risk
HCM Magazine
Sponsored
Craig Cocking was appointed Life Fitness UK’s country manager in December, following over 13 years with the business. He reflects on the impact of the past 12 months and shares his views on the future of the industry
HCM Magazine
Wellbeing - the Health Agenda
Prescribe exercise, not painkillers, to chronic pain sufferers, says the UK’s National Institute for Health and Care Excellence, as Tom Walker reports
HCM Magazine
HCM magazine
The health and fitness industry felt as though it wasn’t invited to its own party when news of the government’s Fit Miles programme broke. But what does it actually mean and is it good or bad news for the sector? Kath Hudson investigates
HCM magazine
Fitness, wellness and recovery are driving new investments in the hotel and resorts market, with Kerzner the latest to enter this space, as Megan Whitby reports
HCM magazine
A new report, conducted by Deloitte, analyses the growth of the Chinese fitness industry and the outlook ahead, as Kristen Walsh reports
Featured supplier news
Featured supplier news: Precor supports Aneurin Leisure Trust in three-site refurbishment
Welsh leisure trust, Aneurin Leisure (ALT), has announced it’s forging ahead with a £600,000 (US$821,000, €696,000) gym refurbishment in all three of its leisure centres.
Featured supplier news
Featured supplier news: Integrated workout solutions will underpin gyms' recovery, says Les Mills’ Martin Franklin
The UK has spent most of the year in lockdown but finally, clubs are beginning to see their fitness communities open back up, with indoor group exercise not far behind.
Company profiles
Company profile: Pendex Fisio S.L.
Pendex programmes are delivered using 12 smart training machines, the design of which correlates with ...
Company profiles
Company profile: IONTO Health & Beauty GmbH
IONTO-COMED offers a wide range of treatment beds offering maximum flexibility and the symbiosis of ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Salt therapy products
Himalayan Source: Salt therapy products
Wearable technology solutions
MyZone: Wearable technology solutions
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Fitness equipment
Precor: Fitness equipment
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Management software
Premier Software Solutions: Management software
Uniforms
Service Sport: Uniforms
Exercise equipment
Power Plate: Exercise equipment
Trade associations
International SPA Association - iSPA: Trade associations
Red Light Therapy
 Red Light Rising: Red Light Therapy
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
07-09 Jun 2021
Virtual summit,
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

PROMOTION

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
Fully vaccinated people in the US no longer need to wear a face mask whether
Anytime Fitness UK has revealed that April was its busiest month for new memberships since
HCM understands that Fitness International, which operates more than 700 health clubs under the LA
A court has given Virgin Active the green light to erase the rent arrears it
The Swimming Teachers' Association (STA) has partnered with a psychologist to provide new mindfulness and
A report commissioned by Parkrun has estimated that allowing mass-participation outdoor events carries an "exceptionally
fibodo Limited
fibodo Limited
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110
Jan Spaticchia, founder and chair of énergie Fitness has died aged 51 following a short
A new pioneering approach looks to help cancer patients prepare for and respond to treatment
Peloton is recalling all of its Tread and Tread+ machines in the US, after striking
Health club operator Bannatyne is repositioning itself as a wellness provider, as it looks to
Health clubs and leisure centres in Northern Ireland reopened their doors on Friday 30 April,
It's time to refocus on the changing needs of older adults, according to a new
Advance Gym
Advance Gym
Members are returning post-lockdown expecting a fully integrated service, meaning digital connectivity has never been
In breaking news, HCM understands that David Lloyd Leisure's Glenn Earlam will move from his
Sport England has reported a drop of 710,000 in the number of people classed as
Independent gyms in the UK have fared better during the pandemic than larger corporate operators
Actor Mark Wahlberg has officially joined Power Plate as an investor in parent company, Performance
Fitness and health are priority areas of expenditure for consumers in six key nations around
Taking antihistamines prior to exercise can prevent the body from getting the full benefit of
Global Wellness Summit
Global Wellness Summit
One of the world’s largest corporate wellbeing platforms Gympass has gained a new partner every
Sport England has teamed up with Youth Sport Trust to develop a new online resource
Rowbots, the boutique fitness brand co-founded by star footballer Gareth Bale, has revealed plans to
Crown Sport Lockers (UK) Ltd
Crown Sport Lockers (UK) Ltd
1 - 20 of 11,886
HCM Magazine
Software
As we adapt to a new way of living, software developers have been supporting the fitness sector with new systems and strategies. We asked operators and developers to share successes
HCM Magazine
Sponsored
More than 30,000 Hussle users have been turned into direct members in the last 18 months. Find out how Hussle can help your business bounce back
HCM Magazine
Everyone’s talking about
For years the health and fitness sector has aspired to be taken seriously by the health sector. Is now the time? asks Kath Hudson
HCM Magazine
Supplier showcase
Switzerland’s no frills chain, NonStop Gym, has appointed Funxtion to create its member training app, as CEO Ernst De Neef explains
HCM Magazine
Research
Lack of exercise is a major cause of death from COVID-19, according to new research, with only advanced age and organ transplant leading to greater risk
HCM Magazine
Sponsored
Craig Cocking was appointed Life Fitness UK’s country manager in December, following over 13 years with the business. He reflects on the impact of the past 12 months and shares his views on the future of the industry
HCM Magazine
Wellbeing - the Health Agenda
Prescribe exercise, not painkillers, to chronic pain sufferers, says the UK’s National Institute for Health and Care Excellence, as Tom Walker reports
HCM Magazine
HCM magazine
The health and fitness industry felt as though it wasn’t invited to its own party when news of the government’s Fit Miles programme broke. But what does it actually mean and is it good or bad news for the sector? Kath Hudson investigates
HCM magazine
Fitness, wellness and recovery are driving new investments in the hotel and resorts market, with Kerzner the latest to enter this space, as Megan Whitby reports
HCM magazine
A new report, conducted by Deloitte, analyses the growth of the Chinese fitness industry and the outlook ahead, as Kristen Walsh reports
HCM magazine
HCM People

Helena Field

Wellbeing by Rangeford Villages
The idea was to weave a wellness culture into the fabric of village life by incorporating movement, rest and relaxation, nutrition, connectedness, purpose and environment
HCM magazine
We’re going after health club and spa management contracts for hotels and independent gyms and also planning to launch a You Fit franchise
HCM magazine
Groundbreaking research from around the world is proving the many ways exercise can support health and creating opportunities for the sector to be more valued and useful
HCM magazine
Our strategy is to position ourselves as a wellness provider. We have all the elements needed – gyms, physiotherapy, F&B and spas
HCM magazine
Over time, town planning has led to the creation of obesogenic environments, but Hamilton in New Zealand is taking a fresh approach to mobilising its population, by turning the city into a playground, as Kath Hudson reports
HCM magazine
"Prescribing exercise will always be preferential to prescribing painkillers, given the risks associated with their long-term use"
HCM magazine
Featured supplier news
Featured supplier news: Precor supports Aneurin Leisure Trust in three-site refurbishment
Welsh leisure trust, Aneurin Leisure (ALT), has announced it’s forging ahead with a £600,000 (US$821,000, €696,000) gym refurbishment in all three of its leisure centres.
Featured supplier news
Featured supplier news: Integrated workout solutions will underpin gyms' recovery, says Les Mills’ Martin Franklin
The UK has spent most of the year in lockdown but finally, clubs are beginning to see their fitness communities open back up, with indoor group exercise not far behind.
Company profiles
Company profile: Pendex Fisio S.L.
Pendex programmes are delivered using 12 smart training machines, the design of which correlates with ...
Company profiles
Company profile: IONTO Health & Beauty GmbH
IONTO-COMED offers a wide range of treatment beds offering maximum flexibility and the symbiosis of ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Salt therapy products
Himalayan Source: Salt therapy products
Wearable technology solutions
MyZone: Wearable technology solutions
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Fitness equipment
Precor: Fitness equipment
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Management software
Premier Software Solutions: Management software
Uniforms
Service Sport: Uniforms
Exercise equipment
Power Plate: Exercise equipment
Trade associations
International SPA Association - iSPA: Trade associations
Red Light Therapy
 Red Light Rising: Red Light Therapy
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
07-09 Jun 2021
Virtual summit,
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
Search news, features & products:
Find a supplier:
FIBO Exhibition
FIBO Exhibition