Ask the Expert: Jeff Linn on Member Retention
What are some of the ways Weymouth Club strives to positively influence retention?
JL: Retention starts right at the point of sale. The moment a member decided to join, his or her commitment starts. We offer five appointments that are complimentary with their membership. Those appointments are a consultation, assessment, training session, nutritional counseling and Pilates session. We reward members for attending these appointments as well as rewarding for club usage in their first 45 days. We find Medallia to be excellent for communication and providing opportunities to address issues before it’s too late. We of course focus on working to keep members who are deciding to cancel their membership.
What is your process for measuring retention? What numbers, reports or metrics do you look at and how often is it reviewed?
JL: We’re watching the retention percentage on a monthly basis. We measure the percentage of new member appointments booked for every adult member. We measure the appointment show rate and then how many select into a program. We also watch attendance, reasons for cancelling, saves we’ve done and how long that member stays after being saved.
Are there specific programs or offerings you think are key to helping retain members?
JL: I think everyone would agree that getting a member into any program is a positive step to getting them integrated into the club. Two of our primary focuses are the Genavix 90-Day Commit to Get Fit program and our Myzone Challenge. If we can get them to do both, there’s an opportunity to have them as a long-time member.
What are some of the key drivers of attrition?
JL: We ask for the reason why they’re cancelling and track it. Moving and lack of time are always the top two. One of them we have an opportunity to change.
Do you think retention is a team effort?
JL: For sure. It takes a team system along with a lot of effort and communication to make a difference. You need to make sure you have the right people in the right positions.