1. When a new member joins, send them a welcome card – either via an e-mail or an actual card in the mail for those members who don’t use e-mail. This point of contact should reinforce the positive experience that caused them to join and should provide contact information for any questions they may have. This is a chance to connect them with your club’s ancillary services, including nutrition counseling, personal training, massage, tanning, etc.
2. Make it a habit to send out birthday cards seven days prior to each member’s actual birthday. Include a coupon for a free gift or service – again, this is a chance to get them to try different areas and any new programs your club offers.
3. Set up a system to help your member’s track their results using a body measurement and weight-tracking program. This provides a reason for a personal point of contact with your members each month.
4. Create a referral program that gives your current members a good reason to refer friends and family, and don’t be afraid to hand out guest passes – just be sure to limit the number of times each guest can use a pass. You should require all guests to sign in and develop a system for following up with them about their experience. Also, check with your insurance company to make sure guests are signing the proper forms to protect your club from liability.
5. Track members’ attendance regularly and make sure your staff follows up with anyone who stops coming after no more than 30 days have passed. If they’ve “fallen off the wagon” you really have nothing to lose, and your phone call or e-mail might be just what they need to get back on track!
