Once you have members, the task becomes, “How do I keep my members?” Yes, you have a signed contract, but is that the only reason you want them to stay? You need to give your clients reasons to remain members, and have them recommend you to their friends. You should be able to accomplish these tasks with a few simple clicks in your management software!
Thank your new members with a phone call and a follow-up postcard – it goes a long way. Make sure all new members get a phone call after joining. Ask if they have any questions and make sure you check their usage before calling. If they haven’t been in yet, try to schedule a one-on-one appointment, and make their commitment to exercise more than just a monthly payment.
Send regular emails. Start a newsletter and send email blasts to all your members weekly or monthly. Include special announcements, such as new classes, new instructors and trainers, and highlight a different product each week with attached coupons. Again, your software should make this task simple to accomplish!
Remember, everyone loves to win a contest. Create a new contest each month that keeps members involved. Who checked in the most last month? Who purchased the most in point-of-sale items? Who made the most referrals, etc.? You should be able to find those winners by accessing simple reports in your management software. What’s the giveaway? How about a free smoothie, or a $10 discount on personal training, or one free aerobics class. Believe me, it’ll keep them coming back for more.
Remember to always send out birthday cards. Use your management system to print postcards for birthdays this month. Include an offer on the postcard, such as a free smoothie for a birthday and 10% off any supplement sales; or a free guest pass or training session; or a free massage or tanning session for each package purchased. Give your members the VIP treatment on their birthday, starting with a special greeting upon check-in.
Check your usage reports: Check your lowusage reports, giving special attention to new members. Remember, health club memberships are usually an emotional purchase. Make sure your new members are using the club, or they will never renew or bring in referrals. Members that are coming up for renewal should be sent offers via email, or receive phone calls at least 60 days prior to their expiration date. Remember, your competitors are waiting for your members!
Stick to a monthly routine, and your members will stick to you. You can use your management software to increase your profits and retain your members. Don’t forget there’s a reason why it’s called “management” software.
Bonnie Schmidt is a previous health club owner with over 10 years experience in the health club industry. She can be contacted at 800.827.2567, or go to www.healthclubsoftware.net and request a free QuikCheK CD.
