Do You Understand Who You Are?

As a club and gym, simply attracting the right members to your club will help with retention. Are we clear on what we do, what members can expect, and deliver on who we are? If we are clear in these areas, we should see improved member retention. With that in mind, review the environment you have created, the services you provide and your member engagement.

When looking at the environment of your club, review your club’s cleanliness, staff friendliness and member feel. If you want it to be a friendly and social experience, does it match who you are or want to be? If your brand is meant to be simple, clean and efficient, does that align with your members’ expectations and experiences?

Take a look at your services. This may be your equipment, programming or other fitness services. How did you do with your 2017 goals, and where would you adjust for 2018? The fall season is often a good time to experiment with new offerings and services. Take the last few months of the year to try new things. If you have new equipment coming let members know. If not, use this as an opportunity to recap to members all the improvements and updates you have done in 2017.

The last piece of your end-year review should be your member engagement. Are they seeing improvement on their fitness results? Using the club more frequently or bringing guests with them? These engagement signs are an indication on future trends. If these indicators are not up, you have an opportunity to make adjustments now before the year is over. Scheduling members to do a new fall fitness program, or inviting members to bring a guest with them on their next visit, could help improve member engagement.

With the year quickly coming to a close, this is perhaps the most critical time for many clubs to affect their retention rate. Use the last few months to experiment, dial in actions and focus on member participation this busy fall and winter season.

Andrew Barranco is regional operations and aquatics manager for Merritt Clubs. Email him at abarranco@merrittclubs.com.