In an effort to keep members around longer, you should focus on selling “sticky” products first. “Stickiness” refers to the ability of your club’s products or services to retain the member’s use. For example, group fitness, boot camps and weight-loss programs are extremely sticky products. Members that are a part of these activities adopt trainers and instructors they like into their circle. There is a comfort level that they don’t want to be without. It’s why you catch flack if a great (or even not so great trainer bails).
Another factor for members is that they have dues or upgrades auto-billed to their account, so switching their account to another club becomes a process that many people postpone.
While personal training penetration remains low compared to other products, members with trainers typically have a greater satisfaction with the club. Therefore, it is not just the additional revenue we garner when people are training — it supports the retention rate as well.
If your member has a membership that could easily be terminated, such as a month-to-month or short term, try to turn that into a more permanent relationship. If your membership card has a rewards program — offer reward points for converting. Continue to follow up with other online benefits if your member enrolled online. Another opportunity to promote the sticky effect of training is online training. You should make sure your club offers, and is constantly on the lookout for, more sticky programs and leverage non-sticky products to deepen relationships.
