Member Retention For Long Term Growth

Member Retention For Long Term Growth

Read Time :

Would you agree that first impressions matter? When you call or walk into a business for the first time, it’s often that first experience that will set the tone for future interactions. The fitness industry is no exception. The first time a lead reaches out to you is your opportunity to WOW them.

There is a high correlation between member retention and your support staff.  New clients often interact with your support staff by phone before making a purchase or on day one of their first class, so be sure your team is properly trained. One of the biggest mistakes I see businesses make when it comes to member retention is a lack of follow through.  Clients are often sold an idea that they will reach fitness goals and be held accountable, but when they become a member, what they were sold doesn’t translate to anything tangible. When are goals achieved and revisited, how are clients actually supported and held accountable? Your business should be able to answer these questions.

 

I’m a firm believer that retention starts on day one AND that there is a method to keeping happy and consistent members. There are certainly aspects of retention that may be out of your hands, but there are many checkpoints you can put in place to support your members and business.  This article will highlight key factors in member retention and give you tips to takeaway and implement.

 


fitDEGREE can support your Studio Fitness

Consult with us now!

Create Systems & Automations For Member Retention

Member retention starts on day and the first few weeks and months are what often set the tone for how long your members will stay with your business. When someone joins your community, your job has just begun.  Setting up email, text, phone call, and in person check ins and automations should be part of your member retention plan. Ask your members how they are feeling, make sure they are taking the right classes, encourage them to step outside of their routine, keep them up to date on special events happening…keep them engaged.  Below is an ideal timeline for member check-ins.

 

  • Day 7
  • Day 14
  • Day 30
  • Day 60
  • Day 90
  • Day 180
  • Day 365

 



Track & Revisit Goals

Running a successful gym or studio requires you start all new clients out with some sort of new client form or consultation. This is an opportunity to get clients thinking about what they want to accomplish and then you can tell them how you will support them in achieving their goals. IF, you never take the time to learn about your clients, how do you measure and track success? There are a variety of ways to track your members progress so it’s all about finding a method that works for your business. You can use special softwares like Trainerize, studio tablets, or the good old paper method.  If you have a new client intake form or consultation of some sort, when is the last time you circled back to it with your members? Ultimately, if you want to retain your members, you have to show them results.

 

Hold Your Members Accountable

Many businesses tell new clients that they will hold them accountable but what does this really look like?  Holding members accountable means tracking their attendance and challenging them.  Reaching out to members who are MIA should be a top priority for every gym. Businesses who have high member retention are doing consistent outreach to clients who have not been within two weeks.  Another way to hold members accountable is with a Late Cancel/No Show policy. Having a policy in place not only supports your business but it can also be an accountability tool because most people don’t want to consistently pay for classes they aren’t attending. Lastly, if you have a member who truly is not utilizing their membership, reach out.  Identify if they would benefit from a different membership or maybe they just need a pep talk.

 

Show You Care

It’s the little things that matter. You can show your members that you genuinely care about them by doing little acts that will set you apart from other businesses. Sending birthday wishes, handwritten cards, highlighting progress/milestones, gifts on special occasions like weddings and births, or even get well soon wishes and condolences.  Find a unique way to connect with your members and I guarantee these small gestures will go a long way with retention.  When I opened my first gym, we made a point of sending flowers and edible arrangements to our members.  Our members loved that we took the time to celebrate them and often shouted us out on social media… hello free marketing.

 

Cultivate An Engaging Community

Member engagement is a key factor in retention. Your business should offer a variety of opportunities for your community to interact, build relationships, and experience new things.  You should also think about what events are best suited for your demographic.  Below is just a short list of ideas to keep your members engaged. 

  • Challenges
  • Open Houses
  • Friends & Family Events
  • In Studio Business Pop Ups
  • Volunteer Events
  • Run/Walks
  • Happy Hours

Conclusion

Member retention is a key factor in the success of your business. If you are losing more than 10% of your members each month due to factors that are outside of your control (relocation, illness/injury, Covid restrictions) it might be time to evaluate your approach to member retention.  Remember, retention starts on day one but there is much to be done to keep your members happy and engaged with your business.


Looks like you are finding this valuable, would you also like our latest copy of Navigating the New Normal?
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

How to Increase Your Boutique Studio Sales by Optimizing Your Intro Process

Are your clients staying? Improve your gym's retention rate with these strategies

8 reasons why your intro offer isn’t converting into long-term memberships

Are large class packages harming your gym's business? How to price for competitive growth.

7 Ways to Boost Your Event Marketing and Capture Your Perfect Customer

Are You Using Pop Up Classes to Capture Your Perfect Customer? Here's How.

7 Steps to Create a 12-Month Marketing Calendar to Boost Engagement All Year

How to Maximize Guerilla Marketing to Drive New Clients to Your Gym

Is your gym set up for success? How to create and set achievable new goals in 2022

Is your staff growing your business? How to give constructive feedback to improve buy-in

How to increase your gym's profits without actually making any more money

Client Communication Excellence: Stand Out With These 4 Tools

Member Retention For Long Term Growth

Why Getting More Reviews For Your Gym Should Be A Top Priority

Referrals Should Be A Top Priority For Your Business

Navigating The New Normal

Testing And Tracking Intro Offers

How To Build Your Intro Offer: The 3 Variables to Consider

Membership Contracts and Why You Need Them

Creating A Successful Sales Process

Importance of an Initial Consultation

10 Rules For A Standard Group Class Model Pricing Structure

5 Key Factors For Creating A Revenue-Generating Pricing Structure

7 Things Your Website Needs To Turn Clicks Into Clients

5 Tips to a Successful Studio Management Software Transfer

The 5 Social Media Tools You Need Right Now

Why your Fitness Business Can't Survive Without Community and How to Build a Powerful One

7 Things Your Website Needs To Turn Clicks Into Clients

Why your Fitness Business Can't Survive Without Community (and How to Build a Powerful One)

Membership Contracts and Why You Need Them

Switching Studio Management Software: Reality vs. Expectation

How To Build Your Intro Offer: The 3 Variables to Consider

10 Rules For A Standard Group Class Model Pricing Structure

5 Tips to a Successful Studio Management Software Transfer

The 5 Social Media Tools You Need Right Now in Your Fitness Studio

5 Key Factors For Creating A Revenue-Generating Pricing Structure

How To Build Your Intro Offer: The 3 Variables to Consider

What Does It Cost to Run a Barre Studio?

How the Best Fitness Studios Niche Down to Build Their Business

How to Practice Self-Care When Your Job is to Care for Others

12 Facebook Live Tips for Fitness Studio Owners

Friends Don’t Let Friends Yoga Alone: 11 Tips for Successful Referral Marketing

How Your Yoga Practice Can Spark Gratitude

The 3 Main Ways Your Studio Website Is Failing You and How You Can Fix Them

Should You Crowdfund Your New Yoga Studio Business?

4 Reasons Your Members are Bouncing After Their Class Pass is Finished

Why Yoga Studios Are a Booming Business Right Now

Using Your Yoga Studio Business Software for Marketing 

The Importance of Having Yoga Studio Scheduling Software

Are Your Instructors Making or Breaking Your Studio Brand?

Comparing the Features of Different Types of Yoga Studio Business Software 

Best Software for Keeping Studio Management Simple

Pricing Breakdowns of the 5 Best Yoga Studio Management Software Options

3 Essential Tips for Keeping Yoga Students Happy

Why The Barre Workout Studios Are Growing So Fast 

Insider Secrets for Branding a Yoga Studio that Succeeds

How Yoga Studio Software Benefits Smaller Studios

How to Successfully Run a Yoga and Pilates Studio

Work Smarter, Not Harder: A Guide to Creating Work/Life Balance

Comparing the Five Best Studio Software Consumer Apps

How to Use Prenatal Pilates to Bring in New Clients

5 Things to Do When Opening Your New Fitness Business

What You Should Know About Your Yoga Studio Software

Pilates vs Yoga: What Classes Should You Offer?

4 New and Innovative Ideas to Market Your Yoga Studio

 The Top 5 Benefits of Having Yoga Studio Management Software

9 Strategies for Getting Your Members to Review Your Yoga Studio

How to Get a Pilates Certification

How to Determine the Best Yoga Studio Management Software for Your Studio

5 Portable Ballet Barres You Can Take Anywhere

Reviews of the 10 Best Yoga Studio Management Software

8 Steps to running Your Yoga Business Mindfully

How to Get Your Barre Certification

Fitness Marketing 4 New and Innovative Ideas To Market Your Gym

How Can I Make My Yoga Business Successful

Posts You Might Like

How to Increase Your Boutique Studio Sales by Optimizing Your Intro Process

As a gym owner, new leads are likely a high priority for your fitness business. Each client who walks into your studio has the potential to bring thousands of dollars in new revenue, but they have to convert from their trial into a membership.

Are your clients staying? Improve your gym's retention rate with these strategies

As a boutique fitness owner, you likely focus a majority of your time and energy on encouraging new clients to sign up for a membership at your studio or gym. Hopefully, you regularly check in on your conversion rates from intro to long-term package in your fitDEGREE software, and you've choreographed your ideal new client flow using steps like these...

8 reasons why your intro offer isn’t converting into long-term memberships

Most studio owners agree that attracting new leads who will purchase a long-term package is a top priority. Studios spend much of their budget on advertising, but capturing the right client with engaging, effective marketing is only half the challenge...

Software Updates

Want to know about the latest improvements to fitDEGREE?
SEE LATEST SOFTWARE UPDATES
Black Friday
sale
Ready to switch to a more affordable, customer-friendly management tool? We've got you covered.
SCHEDULE A FREE FITDEGREE DEMO

Get all the resources
in your inbox

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

About the author:

Cherise Beardsley
Industry Expert
fitDEGREE

Cherise is a phenomenal business consultant with a lifetime of knowledge and experience in the fitness industry. Cherise not only helps fitness business owners thrive, but also assists the fitDEGREE team in keeping the software headed in the right direction for the needs of business owners using the platform.