Whether your establishment is at its peak or valley stage of business growth, now is the time to identify what it takes to keep your doors open and your club to remain relevant. In general, all fitness facilities offer the same promotions: sign-up specials, membership deals and access to a variety of workout equipment. So, why is it that only a fraction of local gyms thrive and succeed, while the majority are watching up to 45 percent of their members leave throughout the year? The answer is simple: business owners with declining attendance have yet to discover what customers really want. These customer satisfaction tips will spark the interest of prospective members and keep your current members loyal.
Money Counts
Cost is a primary influence in the increase or decrease of your membership numbers. A fitness facility that will continue to thrive will address this factor in a variety of ways. For starters, offer all-inclusive packages that include personal training, specialty classes, pool access, private lockers and child care.
Be upfront with all club costs and fees. A customer understands that there is a price for membership; he or she just wants to be clear on what that price is. Taking the extra step to explain charges associated with returned checks or the use of debit cards communicates honesty to the client.
Another practice to consider is a contract-free agreement. Contracts are associated with fees and financial obligations. What you really want is for a customer to join and stay; try offering dedication perks instead. Incentives such as a free month, a free week of personal training, or discounts for paying several months in advance reward loyalty instead of punishing the individual who may be considering other facility options.
The Jewel of Convenience
The location of a gym goes right on the list next to cost. A facility near a potential customer’s home or work means that he or she is more likely to attend on a consistent basis. In many cases, this is such a key factor that a customer will choose accessibility over any other amenity — which explains why there are clusters of fitness facilities in one area.
To stand out from the crowd, open early and close late. Potential customers want convenient hours of operation to accommodate their busy and unpredictable lifestyles. Train your staff on how to meet, greet and interact with members, regardless of the time. The concept is to offer that peak-time experience to every member, whether he is in at 5:30 in the morning or 10:30 at night.
Convenience also extends into how your clients are able to make the most of their time and effort in your gym. Offer a mix of classes from which they can choose.
Incorporate competitions and challenges that integrate the use of simple fitness equipment, like training ropes and dumbbells, with the introduction to new machines. Your members will enjoy the variety and appreciate this boost when facing a workout rut.
Pride and Confidence — The Dynamic Duo
When a customer says that he is looking for the right gym, or a gym that “feels good,” what he is really saying is that he wants to be a part of something that he can be proud of. You can address this unspoken concern in subtle ways, beginning with a well-kept facility. People are easily repelled by a small mess or foul odor. The locker room and shower areas should always be clean. All workout equipment needs to be in working order or moved to a private room for repairs. This speaks volumes about the pride you take in your business and invites your members to do the same.
Post motivational phrases and photograph posters of people moving, sweating and smiling as décor. Run commercials that you’ve created featuring real members saying positive things about their experience at your gym. This is an effective way to have members encourage each other without face-to-face conversations. And although your facility may cater to the aerobics mom and the competitive body builder, that doesn’t mean that they want to exercise side by side. People feel more comfortable working out around people with similar fitness goals. If one client makes another feel intimidated, he or she will not return. Address this potential confidence-killer by designating separate areas for specific purposes. You want every member to feel that there is a place in your gym just for him or her, and you want him or her to leave feeling good after each visit.
You have more of an impact in your members’ experience than you might realize. Focus on what your customers want and watch your gym’s future soar.
Terrell McTyer is the marketing monster of Affiliated Acceptance Corporation. He can be contacted at 573.374.9970, or by e-mail at Terrell.McTyer@Affiliated.org.
Maybe lowering the price after a year would be nice. Also for each year a member comes in thereafer.
It might be nice to allow for a free month for the existing customer, if they bring in a new member. I agree that the facility must be clean in order to maintain the level of satisfaction to sustain the current members.