Retention starts the very first day after the membership is sold. We are now in the business of keeping the client happy. Start by reaching out within the first three days of their membership with a card, e-mail or phone call to make sure the new member is becoming acclimated to the club. Not only do we want to casually inquire about how things are going, but also make sure they are still happy with their decision. Of course, one of the best ways to ensure they are satisfied is to anticipate needs and over-deliver early and often.
Make sure a person knows where to go for help, who to ask if they have a question and how committed you are to supporting them as they reach their goals. The clearer you make this in the beginning the better chance you have at developing a strong long-term relationship with the member. It will also help differentiate you from any other facility that they were considering or used to be a member.
Frank Emanuel
Health Club Marketing Contributor
