Building a fitness business takes a lot of effort. It’s hard work, from finding the right premises to stocking it with all the right equipment, and then attracting fitness enthusiasts to your gym. But that’s not where your job ends. The trick is to keep them coming back.
Unfortunately, many gym members, despite purchasing a gym membership, don’t return after the first few workout sessions. So it’s crucial to have a strategy in place for retaining them. Want to know why? Here are 5 important reasons to have a gym membership retention plan.
It’s Easier to Retain than Attract Members
It took hard work and dedication to build up a base of satisfied gym members. Perhaps you offered a special launch offer, with a discounted membership fee. Or a free trial membership, after which they decided to purchase an annual membership. Either way, you made it happen, and things look great.
Don’t become complacent. If they come to the end of their membership plans and decide not to renew them, what will you do? You’ll have to start all over again. However, it’s much easier to retain existing gym members than attract new ones.
Think about all the money and time required for marketing, and onboarding new members. You’ll save yourself that expense by retaining existing members. And if you are using gym management software, that’s half the battle won.
It may surprise you to learn that gym management software improves member retention. It creates a professional image, which regulars will appreciate. It also lessens the administrative burden on your staff, so you can focus solely on providing a quality service. This all leads to happy gym users, eager to return.
They Might Renew Their Membership
When regular gym members are satisfied with your services and are given enough encouragement, they will renew their memberships. This is more likely if they’ve been using their gym memberships to the maximum potential.
Often, people join a gym and don’t bother to look into all that’s on offer. They visit the gym for a few workouts and lose interest. Workout boredom is a common problem.
Do you offer any specialized classes, like yoga, pilates, or martial arts training? Tell your gym members about them. Offer a discount on the first few classes. They might start attending more regularly again, and renew their memberships when they realize they can get more value from their participation.
It’s Good for the Image of Your Business
Are you trying to attract new members? Or considering a partnership with another business? Maybe you’re applying for a loan to remodel your premises. One thing they’ll all be interested in is how well your business is doing!
A gym full of fit, happy, and healthy-looking regulars creates a good impression for new gym goers. A full attendance register looks good to potential partners. And lots of regulars mean a guaranteed income — good news for the bank.
No matter what the future holds for your business, it’s a good idea to keep gym members coming back. It’s not just good for their health, it’s good for the health of your business.
Regular Members are More Likely to Give Referrals
There are many good reasons to join a gym — muscle gain, weight loss, and general well-being. It’s even been suggested that regular exercise can help PTSD survivors. Joining a gym is a great idea. And if you want the word to get out that your gym is the place to be, you can count on your existing gym members.
Regardless of the industry, businesses are more likely to get referrals from regular, loyal customers. That said, regulars bring in more regulars. If they aren’t attending the gym frequently, it won’t be on their minds often enough to refer to it.
Keep them coming back, and they’ll do more than just reach their fitness goals. They’ll recommend your gym to their friends and family. Word-of-mouth advertising is still one of the most powerful forms of marketing.
And best of all, it’s completely free. You can take advantage of this free marketing strategy by retaining your gym members.
It Aligns with Your Mission
Why did you start a fitness business? Of all the businesses you could have started, you chose to venture into the fitness industry. That says something about you. You wanted to help people get fit and healthy. You care so much about others’ health and fitness, that you decided to make it your mission.
A gym membership retention plan aligns with that mission. Because you might not burn calories while you sleep, but you will burn a lot with a good workout! Health and fitness is a lifelong goal, not a temporary one. You don’t just want people to get fit and healthy, you want them to stay that way.
Keeping your gym members in the gym, regularly and long-term, is not only good for your business. It’s good for their health and wellbeing. Get a gym membership retention plan in place, today. You’ll all benefit from it.
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