One of the key aspects to retaining members, and certainly the most fulfilling, is ensuring people become personally attached to you and your facility. As I always say, relationships make the business. Do you know your clients by name? That’s the obvious one. How about their spouses name, their occupation, whether or not they have kids or what they enjoy doing for fun? Do you get to have meaningful conversations with your members? You should be talking about things that aren’t related at all to the club or fitness. Most importantly, how many true friends have you made as a result of interactions with the folks you see daily. People rarely abandon their real friends. With this in mind, if you are connecting with your customers on a personal level, should you be worried come renewal time, or should you start making more friends.
Frank Emanuel
Health Club Marketing Contributor
