Effective Marketing Support and Retention Programs

National Fitness Trade Journal
Spring 2005

Wouldn’t it be nice if every member that joined your health club facility stayed a member? The simple fact is that some people join health clubs with good intentions but become disenchanted in a very short period of time.

There are various reasons that members lose enthusiasm. It could be that they didn’t have the time or they couldn’t see any results. It could be that they didn’t feel comfortable or were intimidated. Whatever the particular reason, once the member stops attending your club they eventually stop paying. Your operating expenses continue the same rotation, funding your marketing and advertising campaigns to attract new prospects to your facility with the hope of signing up new members. If you can increase the percentage of long term active, attending members you can hopefully increase your clubs profitability.

Increasing member retention is a challenging proposition for any health club. First, identify the possible service areas that your club may be overlooking such as appearance, cleanliness, equipment and staffing. Aren’t those the obvious areas? What about the not so obvious? The little things…the things that make everything come together, the personal touches. Many times the big stuff takes all the attention and the little things get overlooked, after all you have a business to run!

An effective marketing support and retention program might provide the subtle changes your club needs. Your member’s fitness results are contingent on the frequency of their attendance. A portion of your revenue is also contingent on those same records. Members that attend more often would likely increase your clubs percentage of retention and have a direct reflection on your clubs revenue.

Inexpensive mailing and follow up programs are a good way to stay in touch with your member on a regular basis.

First, when a member joins send them a "Welcome" card. Personalize a message that you are happy they joined and are looking forward to assisting them in reaching their fitness goals! Provide contact information for future reference.

Second, create a referral program with guest passes (to hand to friends, family members or associates) offering incentives to your new (existing) members. If a referral joins the club your existing member receives a gift or additional time added to their membership or other incentive. (If your member has friends that join the club they are more likely to attend regularly).

Third, send a birthday card and/or an anniversary card 7 days before their special day. Maybe offer them a free gift next time they attend the club. Have a verbal greeting displayed on your check-in system.

Fourth, track your member’s results with a body measurement and weight tracking program and compare results once a month. This gives the member personal attention and gives you an opportunity to visit one on one with the member. Have a verbal greeting on your check-in system reminding them that it’s time for a “progress check and measurement”.

Finally, Track your members attendance regularly (this can be done with an automated check-in system or manually). If the member has not attended in the last 30 days send a “we miss you card” and express your concern.

Tracking attendance and remembering the small things will keep you interacting with your member on a regular basis.

Making sure that your existing members are attending your club consistently is as important as creating a new advertising campaign to attract new prospects!

You can manage these programs internally or outsource them to your service provider. If you already use a service provider, inquire as to how to set these programs in motion.