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Industry Buzz: Keep the Momentum Going


It’s the beginning of January, which means your club is packed to the brim with new members determined to meet their fitness resolutions. But how can you keep the momentum going into February and beyond? Here are 4 ways to engage New Year’s resolutioners so they stay engaged beyond these next four weeks. 

  1. Assess your onboarding process. The onboarding process is essential to determining a new member’s success, as it helps define their goals and how your club will help them reach those goals. Take some time this week to evaluate if your onboarding process is up to par. Is it efficient, effective? Is it actually helping members reach their goals? Get feedback from your personal trainers and fitness directors on this — they may be seeing some breakdowns or failings in the process.
  2. Foster community. Community is the No. 1 driver of retention. Therefore, make sure your new members are introduced to your community in a way that’s sincere. Introduce them to new members with similar goals. Get them involved in group exercise. Don’t just let them walk in and out of your gym without speaking to others, or else your chances of retaining them will be slim.
  3. Evaluate your offerings. Do you have the correct equipment and Group X programs? Now is the time your gym should be busy almost non-stop, and therefore most of your offerings/equipment should be taken advantage of. So, if there are classes that aren’t doing well or equipment that isn’t being utilized, take note — it may be time to ditch them in Q2.
  4. Get personal. Now more than ever is the time for owners and general managers to be present in facilities. Walk around, introduce yourself to new members and make sure everything is running smoothly. Ask for feedback on how people’s New Year’s resolutions are going. Is there anything you can help with? Showing you care and being present will speak volumes in stating you’re not a gym that doesn’t care about the success of its customers — you care, and will do anything in your power to help.

Utilize these strategies and hopefully you’ll be able to keep the momentum going well into Q2.

Rachel Zabonick-Chonko

Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.

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