Keeping your members involved and socially interactive can be a challenge. But, it is a challenge all clubs need to accept.
“It doesn’t matter what you do,” said Linda Mitchell, the director of public relations and community partners at Newtown Athletic Club. “What matters is that you create protocols for interaction that are consistent and measurable. At the foundation of any protocol is a culture of friendliness and caring.”
Social interaction is so important at Newtown that the club added the member experience and integration department. “We take member integration very seriously, realizing that it saves us a great deal of money in marketing costs to get new members to replace those that terminate their membership because they are never effectively integrated,” said Mitchell.
Newtown gives special attention to new members during their first 30 days at the club. First, members are enrolled in a program in which they receive a free MYZONE belt. “In order to keep the free MYZONE belt, we require that the new member meets certain criteria during their initial 30 days of membership: visit the club eight times, complete a fitness check-up, nutritional consultation and a free training session or TechnoFit key set up,” said Mitchell.
Additionally, Newtown’s various department leaders look to invite the new members to take part in the club’s other services, such as the spa, birthday parties or summer camps.
But, what it really comes down to is making members feel comfortable. “Our goal is to cultivate a culture of friendliness that emanates from each and every employee,” said Mitchell. “We have an employee recognition program called ‘Life Changing Champions’ that rewards employees who have been nominated by members for their friendliness, compassion and ultimate customer service skills.”
Newtown uses live entertainment, laser tag, sand volleyball, its outdoor pool complex and more to encourage members to socialize with one another. “We have found that the best way to encourage social interaction is to offer ongoing social activities and environments that members will eventually utilize,” said Mitchell.
The biggest hint your members’ social interaction is lacking is when class and special event attendance drops, as well as when the overall membership declines. So what’s the best way to keep the numbers from taking a dip? “[Members] have even told us this many times over,” said Mitchell. “They love the club, but they love being with their friends at the club even more. In addition, when members interact and get involved, they are more likely to achieve results because they are more regular in their attendance.”
Mitchell noted that Newtown’s use of the Medallia customer experience software has helped with providing member feedback. This in turn helps the club. “Not only have we improved our net promoter score in as little as six months, we have initiated dozens of immediate changes and improvements to our services,” said Mitchell. “This has enabled us to formulate a member advocate program made up of our raving fans, many of whom have been identified though the Medallia program. We give them special membership perks, such as parties, early communications, premium offers, free services and more in appreciation of their support and enthusiasm.”
This all boils down to making sure members feel rewarded. “We would encourage all clubs, no matter the size and scope, to evaluate the systems they have in place to interact with members from day one,” said Mitchell. “Whatever you do, establish expectations, then reward and celebrate their implementation.”
By Heather Hartmann
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
