Reminding Members Why

For many clubs, July is often one of the hardest months in our industry. If you don’t have an outdoor component it can be challenging to keep members in their normal workout schedule. Vacations, summer events, kids out of school all add to the challenge of finding time to use the gym. What do you say to give members a reason why they should make the time and put in the effort?

Often the effects of low summer usage hit hard in the fall with declining net members. This is the result of increased cancellations in fall and late summer, when the members have come to the conclusion they have not used the club often enough to see the value in it. How do you engage members that are not engaged? Give them a reason why. Be creative with this and teach staff to remind members why they should come back tomorrow or the next day.

Here are a few tips you can try and track your results with.

• Offer free guest pass days throughout the summer — not for the benefit of new memberships. Use as a retention focus to have the member bring a friend as motivation to come in for another visit.
• Remind them of their fitness goals through a Goal Board in the club or a gamified progress chart.
• Do a mid-year check in with a trainer.
• Offer an “end of summer” block party or “kick off to fall” event. This gives you a reason to engage and remind them you are still there for them.
• Create a social media campaign with members sharing why summer fitness is important. This provides motivation.

Often members just need a reminder of why they should keep their membership and find the time to use the gym. Staff should be coached on responding to members who ask why they should keep a membership. The response to the member is simple: The reason why you stay a member is to workout for a healthier you.

Andrew Barranco is regional operations and aquatics manager for Merritt Clubs.