After a significant amount of time, money and attention, the first quarter of new memberships is in the books. Hopefully your orientation got the new members off on the right foot, but now what? Here are a handful of cost-effective retention ideas you can do that will show added value and appreciation.
Make that extra phone call:
Yes, I am sure you called them the first month of membership to check in with them. How about recently? Make that three-month, check-up call.
Offer them extra value:
Invite your new members into a paid program for free, and make it a genuine offer. You may already do this at your initial orientation. However, many new members may not have been sure what they wanted to try when the offer was first made. Circle back around and extend the offer again.
Offer a guest pass:
The simple gift of a guest pass properly presented to members shows you value their friends. Yes, it’s a new lead for you, but just as importantly the member feels special and valued with the gift.
Personally invite your members to an event:
It can be an event you are hosting, the new launch of a program or an event in the community. The key is to not invite by email or a sign in the club. Rather, have staff personally ask the member to join.
Write a thank you note:
Many clubs do this right after the member joins, birthdays and on holidays. However, that is expected. Try mixing it up and writing that personal thank you note to the member two or three months after they have joined. In addition to your words of encouragement, you can include coupons to the club or a guest pass. This takes just a few minutes to do and only the cost of a stamp.
Lastly, to help improve retention make it a point to use members’ names. This is impactful, and should be done with all members, not just the regulars. Make it a game to learn the new faces.
Andrew Barranco is the regional operations and aquatics manager for Merritt Athletic Clubs. For more information he can be reached at abarranco@merrittclubs.com.
