Wondering why people cancel at your club doesn’t have to be a mystery. Simply ask everyone that fills out a cancellation form the reason why. I’d phrase the question by stating, “In an effort to constantly improve our club, we were curious why you are leaving. Also, are there any other changes you could suggest that might earn your business back in the future?”
If it’s a relocation or medical reason, that’s acceptable. There’s the occasional “I don’t like the music or the instructors,” and everyone is entitled to their opinion. But, if you start to identify trends or if you are getting the same negative responses then it’s a “you” problem, not the members.
It’s not enough to just know the number of people leaving but why they are canceling as well. More important is to then use this information to address the issues. Once you have solved a perceived problem, call those people back and let them know exciting improvements in the club, and the reason they left has been addressed. Tell them you’d love for them to come back at their original rate with no enrollment.
I’d try to identify one area you could improve in your facility every month, even if it hasn’t been mentioned on a survey or cancellation. We know what needs fixing even if they don’t tell us, although every little suggestion helps.
Frank Emanuel
Health Club Marketing Contributor
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