Taking time with each member to find out why they made the decision to leave before they sign on the dotted line could save them from leaving. Josh Bailey, the general manager of Anytime Fitness in Lafayette, La. points out that every customer is unique. “We have to keep in mind that every customer’s situation is different and being personal, listening and empathetic will go a long way,” said Bailey.
Anytime Fitness handles all membership cancellations in-house. While members do have an option to cancel through a third-party billing company, members are asked to cancel in person during the signup process. “We require an exit interview before anyone is canceled,” said Bailey. “This gives a chance to get feedback and to see if we have missed out on any experiences during their time with us. We call it re-qualifying the member.”
This hasn’t always been the policy at Anytime Fitness. Just a few years ago, members were encouraged to go through the third-party billing company to cancel rather than coming into the club. “[This] is the lazy way out,” said Bailey. “It was not effective.”
Bailey also offered a few pointers for when meeting a particularly difficult or angry member that wants to cancel. “We do our very best to explain all policies to members, but sometimes we will get the member that signs without reading anything,” said Bailey.
“Figure out why they are angry and try to put yourself in their shoes,” continued Bailey. “Figure out why the member originally signed up. Restate their goal to see if they have reached it.” Lastly, “Figure out the next step to get them closer to this goal.”
The best way to deal with members who would like to cancel is to talk face-to-face. “Do not be afraid of them canceling,” said Bailey. “We earned their business for some reason. Sometimes it takes a little motivation and encouragement to earn that trust back.
“What is best for the customer is that they reach their goal or become healthier than what they were,” said Bailey. “If this has not been done, there has to be some give and take. The member has to realize they need to give more effort and we need to realize we need to help them more.”
By Maggie Cunningham
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
