You’ve acquired lots of new members, and now you’re hoping that they will stick around and continue their membership. And even if you have seasoned members who seem to enjoy your gym services, the still question remains: how can you keep them interested and retain those who want to cancel their subscription?
It’s a dilemma that many entrepreneurs in the personal fitness industry are confronted with, where members dropping out of their gym memberships seem to be at a high rate. Having a solid service plan to keep your fitness business running smoothly is the best way to prevent yourself from spending excessive amounts of time doing the wrong things.
What you need to do is equip your gym with features and services that can influence the decision of gym members into keeping long-term memberships.
I. Personalized Member Experience
One of the most important things you need to work on is providing a personalized experience to your gym members. Many gyms have a standardized workout routine, but if it doesn’t feel comfortable or the routine doesn’t feel effective, members may want to try a different training style.
An excellent way to ensure positive members’ personal training experience is to focus on the aspects that will help members feel comfortable and encourage them to stick with your programs.
Here are some superb tips to help members feel like they are making progress toward their goals with their training programs.
Member-Focused Workout Routines
A creative way to improve gym member retention is to create a workout program that caters to individual needs or offers the services of personal coaches or trainers. Try helping members to focus on different parts of the body they want to improve. For example, males clients might want to target the chest, abs, and back muscles. Females tend to be more receptive to a cardiovascular workout. Targeting the legs, hips, and buttocks are also helpful.
Personal trainers help their clients create a schedule of what they need to achieve their fitness goals. More importantly, they help members keep motivated. Some people want to work out with someone they trust and prevent them from not finishing what they started.
Annual Workout Plan
When members have an annual workout plan, they have something to look forward to and are excited about working out with their friends or trainers.
II. Progressive Workout Services
One big part of a successful gym business is retaining members who continuously achieve their goals and move forward to more fitness objectives. If members feel that they can reach the progress they’ve been aiming for by staying in your gym, you’re offering them a valuable aspect in their physical development.
Providing regular feedback on customers is a great way to retain your clients. Give them updates on what they have been doing, offer them new activities to try, or verbally add queues to the routine.
III. Professional Management & Operations
A useful management tool helps you understand and track fitness trends and highlights the key points of various business fitness factors, including target goals, demographic data, and projections scheduled for the next few years. It’s helpful to review this data regularly, as it can signal new opportunities and challenges that need to be addressed to keep your business profitable and thriving in the next decade.
Some of the indicators of an effective and successful member retention method are reducing costs and improving service. These are two factors considered by fitness centers before trying to improve membership numbers. But how do you retain a group of members whom you’ve already signed up for? It all starts with understanding what your current members are looking for and their needs.
Gym Management Software
Your fitness facility needs to have smooth operations for enhanced member experience, and gym management software can help you do that. A full-featured fitness system can integrate member activities, so their workout can be tracked easily. It will also allow you to send automated emails and messages announcing new promotions to your current members, letting them know about recent activities, and reminding them to sign up.
With effective gym management software, you will also have the ability to manage your workforce effectively and efficiently. You can set up employee schedules regularly and avoid operational mismanagement.
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IV. Loyalty Programs
You can continue to grow your membership by creating a customer loyalty program. If you have an excellent reputation and plenty of happy new members signing on every month, then you need to continue to offer new incentives and benefits to new members to encourage them to stay with your gym. It can help you increase the number of new members you have available while maintaining the quality of service that you’ve already provided to all of your existing members.
V. Regular Pricing Methods
You can retain gym memberships by maintaining regular pricing. Gym-goers tend to commit to long-term membership plans if they feel secure with your programs, including the pricing methods.
Additionally, existing members who continue to renew their memberships save costs on business advertising and promotional efforts. On average, it can cost 7x more to get new memberships than to retain current gym members. Focusing on collecting new members rather than retaining your existing members is like having a leaking bucket. You’ll always need to replace the bucket when it starts to run low on water; otherwise, all of your hard work will have been for nothing.
In A Nutshell
Most gym owners seem to think that by signing more people up, they are building their clientele instead of growing their business. This is a problem because while there are certainly some excellent reasons why a person would want to join a gym, the reality is that you need to make sure that you’re able to keep them as your number one priority.
If you’re a business owner offering gym memberships, you need to understand how to retain members and reduce the fraction of those who want to cancel. By increasing your gym’s retention rates, not only will you boost your overall revenue, but you will also have happy staff and an energetic atmosphere for all members.
Would you like to know more about our member management solutions? Jonas Fitness offers valued services to provide clients with comprehensive gym business management software features. Contact us today to get started with a better management program!