It is imperative to have a process in place for cancellations. Make sure you have a pipeline for members leaving. When a member calls your club and says that they would like to cancel, what is your response? You want the transaction to be easy if it’s a legitimate scenario like a relocation. You also don’t want to stand in their way if they are committed to leaving, but many relationships can still be salvaged at this point.
Develop a step-by-step process for front-line staff to walk them through this with the members. Track why they are leaving, and determine if the issues can still be resolved without abandoning the membership. If the member had a bad experience or just simply is not committed to their fitness program put incentives in place and seek immediate resolution. In the case of a lack of commitment, try another free training consultation or three.
When we had a club in area that was hit unusually hard by layoffs and unemployment, I froze billing and extended a grace period to paid-in-full members who had financial hardship. In almost every case, those we extended this courtesy to not only appreciated our willingness to work with them, but most even renewed their memberships early once they got back on their feet. This act of goodwill probably secured our place as their gym of choice for life.
Whatever steps are needed to save a salvageable membership— take them. Like the saying goes, a penny saved is a penny earned.
Frank Emanuel
Health Club Marketing Contributor
