Increased Gym Revenue Through Member Retention
A consumer has never had so much choice when it comes to picking a gym to join. The number of gyms in each town has increased, making it more difficult for each gym to grab the attention of potential new members.
From expensive health clubs and spas to the budget gyms and the ever-growing private personalised gyms and PT studios, the battle for new members is huge, with so much variety on offer makes it difficult to stand out from the crowd.
A gym lives or dies by its numbers of members, and happy members generally won’t leave, unless for extenuating circumstances, such as moving areas, changing jobs, having children, or financial reasons. A fitness venue has no control over these things, but what can it control?
Member retention, looking after their current members needs and making sure they’re doing all they can to make it as easy as possible for them to reach their goals and enjoy the experience of being there.
Each member that joins has a reason for doing so. The two main reasons being to get in shape and be a part of a community. What would happen if every gym focused on improving these two aspects, on giving the members exactly what they signed up for?
Giving members a thorough onboarding process to discover what they want, what they need and how to get them there is an essential part of a member being successful in reaching their goal. Getting their specific goal is the easy part, but helping them keep on track, understanding any problems or reasons why they aren’t achieving their goals can stop them from yo-yoing in and out of the gym.
From there, giving them access to a structure to follow based on these important points should be essential, especially as it should and can be a simple thing to offer them. Then, following that up with on-going support to keep them going will greatly reduce the chance of them stopping and cancelling their membership.
Not every gym has the trainers available to offer this type of service, and not every gym has the time available either. That’s why PT Buddy have developed a system to do this for you. To offer the onboarding to each member, the discover their pain points and problems, to offer a structure that they need and want, and offer the support to keep them on track, happy and coming back.
The community aspect where members join to be around other members, to become friends with other members cannot be overlooked. Some members don’t always realise this is why they’re joining a gym so don’t mention it when signing up. But they realise while being there and can becomes the only reason they stay as a member of the gym.
So, having a process for members to connect and meet should be part of the offerings of every gym. How a gym would do this depends on what they’d like to offer. Some gyms do quiz nights and bingo nights, something informal not gym related. Some members start chatting to others and then become friends.
Others share a similar interest when they meet in a class they attend together. How can a gym make it easier for members to connect with each other based on their interests?
With PT Buddy, we have an inbuilt community builder that allows members to add additional information to their profile and share with other members if they wish.
If you would like to see how PT Buddy could help your gym or fitness centre, get in touch on 07788 101281 or email luke@pt-buddy.co.uk