You probably have not thought about it before, but if you have, you are in the minority. Offering free social groups at your club is one of the easiest and most cost effective ways to improve retention and lead to additional new member sales. Odds are that many of your members enjoy similar activities (running, biking, reading etc.). Think of ways to organize social groups in your facility. Groups should be free to all and lead by someone on your staff. This is a great way to get your members involved in activity at your facility that is not completely centered on fitness. Organize a weekly run or a book of the month club and keep you members abreast of these happenings via signage, newsletters, e-mails and staff. If executed well your club will become more than just a gym. It is much harder to walk away from your social life than it is a gym membership. By getting them more involved your members will stay and pay you longer.
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