For club owners, January may be one of the most exciting times of the year. However, as a long-time member, this is my least favorite time to be in the gym.
As the year progresses there are less and less people crowding the gym. I’m able to stroll through the front door, get a quick workout and head back to the office. Hardly do I ever have to wait to use anything. I become spoiled.
As the New Year rolls around, everyone that doesn’t exercise regularly decides to make this their resolution, thus crowding the gym. I know this is great for the gym owner, but for a few months it puts a damper on my gym experience.
Additionally, what ruins my impression of the gym are all the special offers and opportunities that new members receive. I began my membership in the middle of the year, so I didn’t receive anything special. As a long-time member, I also don’t receive anything special with my membership. Why don’t I receive a free PT session, or a t-shirt?
What value do I bring as a long-term member? Each month my payment is made and I never create a ruckus or complain at the front desk. I’m your average gym member that uses the equipment, enjoys the amenities and will periodically purchase a shake. For a business owner, I’m a great customer, in that I don’t create a lot of problems and I always arrive on time with my payment.
With all of that in mind, what special reward do I receive for my loyalty? If other clients can sign up in January and cancel again in March, why don’t I do the same? Why don’t I bounce back and forth from competitor to competitor receiving sign-up bonuses? As a long-time member, the only thing keeping me from not bouncing around is the fact that it’s a pain to cancel a membership.
This year I’d like to see some of the same dedication from my gym that I give to it each year. What are you doing for your current members to get them excited about their gym membership this New Year’s season? Have you reached out to your current members and offered them a free PT session, a free smoothie or t-shirt? How have you shared your appreciation for their commitment? Remember, in our world there are always options. You need to appreciate your members for choosing you day in and day out, instead of canceling in March and heading on down the road.
Tyler Montgomery is the editor of Club Solutions Magazine. Contact him at tyler@clubsolutionsmagazine.com.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
He is right that long term members should get a gift from the club each year they remain a member. The club could also recognize long term members with a picture board in the lobby. Is he a “great” customer? I would ask how many new members has he referred to the club since he has been a member? Besides paying his dues each month and the occasional shake what other additional club services has he purchased? For some club owners(not me) the great customer is customer that pays their dues year after year but hardly comes. Less wear and tear on the equipment.