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Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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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
Nick Whitcombe, the independent gym owner who refused to shut his gym during the October ...
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Up to 100k people will benefit from the free gym and physical activity sessions, thanks ...
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Property & Tenders
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03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
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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
Nick Whitcombe, the independent gym owner who refused to shut his gym during the October
This year's UK government Spending Review, announced in Parliament by chancellor Rishi Sunak on 25
Up to 100k people will benefit from the free gym and physical activity sessions, thanks
To the relief of the sector, the UK government confirmed yesterday (23 November) that gyms,
Closing gyms and leisure facilities during any possible future lockdown would be "unthinkable", according to
Gyms, health clubs and leisure centres will be able to open their doors when the
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The University of Stirling has opened its new £20m sports and fitness centre. The building,
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Sponsored
Deansgate Square, the newest residential star on Manchester’s impressive skyline, is a fitting home for some of the city’s most stylish health and fitness facilities, with specialist acoustic flooring by TVS Group
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Sponsored
Andy Hall, COO of data and tech solutions brand, Volution, looks at the trends we can expect to see emerging in the global fitness market in 2021
HCM Magazine
Supplier showcase
Bulmershe Leisure Centre, run by Places Leisure, is providing its community with state-of-the-art fitness machines from Octane Fitness
HCM Magazine
Opinion
Steve Ward celebrates the transformational energy being unleashed in the fitness industry by the pandemic
HCM Magazine
Interview
Smart clubs, a deal with 1Rebel and a collaboration with Amazon. The co-founder and CEO of Saudi Arabia’s Armah Sports talks to Kate Cracknell
HCM Magazine
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A new study from the Global Wellness Institute highlights the scope of the $121bn mental wellness market, as Katie Barnes and Megan Whitby report
HCM magazine
We haven’t applied a blanket freeze to membership during lockdown 2, instead we’ve challenged our members to use the time to achieve a specific health and fitness goal
HCM magazine
HCM People

Harley Pasternak

Trainer and author
Having someone just feeling comfortable walking into the gym is important
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Featured supplier news
Featured supplier: Dr Paul Bedford announces Retention Convention will go virtual for 2020
Global retention expert, Dr Paul Bedford, will host his sixth annual Retention Convention virtually, bringing together global speakers to form a documentary-style event around turning customers into communities.
Featured supplier news
Featured supplier: Cryotherapy specialists, L&R Kältetechnik, launch new artofcryo.com division
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110 °C electrical solutions.
Company profiles
Company profile: EXF Fitness
EXF offer so much more than modular systems and pick and mix installations, they don’t ...
Company profiles
Company profile: Keiser UK Ltd
Keiser began its history of visionary sports science leadership over 40 years ago, rejecting the ...
Supplier Showcases
Supplier showcase - Powering through
Catalogue Gallery
Click on a catalogue to view it online
Directory
Locking solutions
Monster Padlocks: Locking solutions
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Uniforms
Service Sport: Uniforms
Software
Volution.fit: Software
Fitness Software
FunXtion International BV: Fitness Software
Exercise equipment
Star Trac / Core Health & Fitness: Exercise equipment
Spa software
SpaBooker: Spa software
Lockers/interior design
Fitlockers: Lockers/interior design
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Trade associations
International SPA Association - iSPA: Trade associations
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
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
03-03 Dec 2020
Virtual,
Diary dates
09 Dec 2020
Raffles City Convention Centre, Singapore, Singapore
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
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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