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The Key Retention Question


One of the key questions we must address when we look at retention statistics is, “How do our long-time members value their membership offerings?” With this in mind, when was the last time that you reviewed your membership levels and amenities and provided new options for members of your facility?

Recently, The Atlantic Club initiated a complete review process, with all our departments participating, of our membership offerings. We looked to see what could be added, as well as what we should be possibly eliminating. We will be utilizing all of the information that is now available to us through our predictive analytics and other available tools, to better understand our members. We are also asking each department manager what they are hearing from the members, asking they provide their input on how we can enhance our members’ experiences.

Perhaps it is time to surprise your members and update your membership offerings and levels. Provide a more personalized membership offering, something that is not offered by other clubs in your marketplace. Health and fitness clubs can develop an array of amenities that can enhance their health and fitness experience — often at little to no expense.

However, the revamping of your membership offerings is a comprehensive process that needs to involve each area of the business. It will also require a significant allocation of management time, as well as a corporate–wide training program, so that each employee understands the new direction of their company. Therefore, the best time to start this process is during your lower volume months.

Lastly, club operators still need to increase their levels of customer service. Better yet, if you are able to update and enhance your membership privileges, while improving  your customer service and getting to know your members better, I can be confident that you’ll experience a significant increase to your retention.


Kevin McHugh is the chief operating officer of The Atlantic Club. For more information email kevinm@theatlanticclub.com. 

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