3 Proven Tips To Increase Your Health Club Member Retention

Updated: Jul 13, 2019

It’s no secret that improving your member retention is one of the most effective ways to drive real world business results.

According to Bain and Co., “a 5% increase in customer retention can increase a company’s profitability by 75%.”

As a club owner, it's easy to fall into the trap of focusing on acquiring new customers while ignoring the power of improving member retention.

Here are three effective ways to improve retention while increasing your revenue in the process.

Get Personal

In the incredibly competitive health club market, your members have more options than ever before. To stand out and keep your members engaged and happy, creating a personalized experience for each member is a must. Taking the time to get to know your members on a personal level goes a long way in delivering the best experience possible. 

Knowing why each of your members joined, and what their goals are can help you tailor each experience based on their needs. Some members join to lose weight, while others want to take a few classes each week and enjoy the social aspect that many modern day health clubs provide.  Whether it’s running a survey to better understand your members needs, or using a custom built app to collect relevant and helpful information, using technology to personalize each experience can make a world of difference. 

Thankfully, a variety of tech options make incredibly easy and efficient to do. Your members are far more likely to stay a member if you show that you care about each member individually and do everything you can to give them the resources and tools needed for them to reach their goals. 

Create Personalized Workout

Don’t believe the hype that a few fitness apps are going to cause health clubs to go out of business.  While workout apps can be helpful for those who need options on the go, you can improve your member experience by providing free personalized workouts to your members. 

Once you’ve invested in knowing your members on a personal level, you can provide and suggest free workout plans based on their needs. Do your members want more yoga instruction? Have your trainers upload a few yoga videos for your members to use for free.  Are your members a fan of high intensity workouts? Create and share a few intense workouts that will get their blood flowing.

Providing personalized workout that your members can follow will help you stand out from your competition. Of course, your workouts will also encourage members who are needing extra help to reach out for your personal training services.  Create high quality workout plans that showcase your teams talent and expertise. 

It’s a win win for everyone involved. 

Use Data To Your Advantage

One of the best ways to improve your member retention is by using your data to make better business decisions. You would be surprised at how many health clubs don't have a full understanding of their user data.

Using data to know your members wants, needs, and desires can help you make more effective decisions for the future of your business. In order to master in retaining members and keeping them longer than the average fitness studio, you need to understand who your members are, type of profiles and their behaviors. Every member has their own unique reason for joining your gym and collecting the right information can help you use that data to your advantage. 

Go mobile and use your club app to collect the right information about your members and providing them the best experience ever. 

If you’re looking to improve your retention for your health clubs, and ready to take things to the next level, we would love to share more about our retention platform designed specifically for the modern day health club. 

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