As we discuss ways to keep members around, I hear a lot about satisfaction. People want this or that, but satisfaction does not guarantee retention. I ate a great steak last night at Bone’s, as expected it was delicious and I left happy. However, it was expensive; so I probably won’t be back anytime soon. See it has nothing to do with how satisfied I was — what I needed was an incentive to stay loyal (to return quickly).
What I would have liked was someone to say “Hey, Mr. Emanuel, come back next week and get a meal 1/2 off with an entrée order or bring a friend to receive free drinks and an appetizer, a frequent diner rewards card — whatever it takes.” What you should be doing to keep people around long-term in your club is no different from the restaurant. Make sure your members are loyal to you and not simply satisfied. Think of ways you can entice your members to return frequently and better yet — not consider other options come renewal time.
Frank Emanuel
Health Club Marketing Contributor
