• EDUCATE. EMPOWER. SUCCEED.
  • Subscribe
  • Newsletter
  • Media Kit
  • Contact
  • Login
Club Solutions Magazine
  • Topics
    • Leadership
    • Marketing & Sales
    • News
    • Operations
    • Programming
  • Magazine
    • Current Issue
    • Past Issues
    • Subscribe
    • Newsletter
    • Media Kit
    • Contact Us
  • Continuing Education
    • Club Solutions Leadership Summit
    • Club Solutions Leadership Retreat
    • CS Connect Virtual Event
  • Supplier Insights
    • Brand Voice
    • Supplier Voice
    • Supplier News
  • Podcast
  • Webinars
    • Thought Leaders: A Virtual Roundtable Series
    • On-Demand Webinars
  • Buyer’s Guide
No Result
View All Result
  • Topics
    • Leadership
    • Marketing & Sales
    • News
    • Operations
    • Programming
  • Magazine
    • Current Issue
    • Past Issues
    • Subscribe
    • Newsletter
    • Media Kit
    • Contact Us
  • Continuing Education
    • Club Solutions Leadership Summit
    • Club Solutions Leadership Retreat
    • CS Connect Virtual Event
  • Supplier Insights
    • Brand Voice
    • Supplier Voice
    • Supplier News
  • Podcast
  • Webinars
    • Thought Leaders: A Virtual Roundtable Series
    • On-Demand Webinars
  • Buyer’s Guide
No Result
View All Result
Club Solutions Magazine
No Result
View All Result
Home In Print

The Importance of Results and Relationships to Retention

Joel Tallman by Joel Tallman
January 30, 2020
in In Print, Operations, The Essentials
0
retention
Share on FacebookShare on LinkedIn

In different fields there are phrases that compel a wide variety of thoughts. 

In the health and fitness sector, none is more stirring than the word “retention.” In an industry where many operators fail to retain 50% of their members on an annual basis, it is vital to make keeping an existing member equally as important as acquiring a new member.

Through the development of new technologies, we now have programs that help us communicate better with our members, track our members’ workouts and challenge them to reach new personal targets. 

With members more engaged in our clubs, the relationships become much more sticky. As we look at the buying trends of baby boomers, Gen X, millennials and now Gen Zs, we are starting to understand those consumer groups look at things very differently.

I have always operated with the mantra, “Results equals retention, equals referrals, equals revenue.” Members who are warmly recognized, working out in a great facility and getting results do not abandon that important part of their life. When we become a monthly bill and do not value a relationship, it is easy to walk away.

The onboarding process is critical to a member’s success. Recent statistics have shown members who workout an average of 1.5 times per week for their first two months are retained for one to two years. Members who workout 2.4 times per week for their first two months are retained for six to eight years. 

The total lifetime value of the member for the club is significantly higher, but more importantly, the positive impact on the members’ lives is much more significant.

After home and work, the gym becomes the “third place” for many — a place to improve your health, relieve stress and be with like-minded individuals. The growth of boutique clubs has enhanced the relationship value. Now, big-box clubs are developing small group programming to create the same dynamic felt in the smaller concepts.

As a result of new generational dynamics, our programs address a wider audience with varying preferences. Our new mantra must be, “Results and relationships equals retention, equals referrals, equals revenue.”

Tags: February 2020MUV BrandsreferralsrelationshipsRetentionretention efforts
Previous Post

Your No. 1 Sales Weapon

Next Post

Identifying Your Club’s Personality

Joel Tallman

Joel Tallman

Joel Tallman is the CEO and president of MÜV Brands.

Related Posts

Gen Z Members
Column

Create Meaningful Experiences for Your Gen Z Members

September 18, 2023
How To Human
Column

How to Human – Part 1

September 11, 2023
Hospitality
Column

The Importance of Hospitality in the Fitness Industry

September 5, 2023
Brave Williams: Braving the Franchisee World
Cover Story

Brave Williams: Braving the Franchisee World

August 29, 2023
2023 franchise forecast
Features

The 2023 Franchise Forecast

August 29, 2023
Amped Fitness
Brand Voice

Amped Fitness Continues Its Industry Takeover

August 29, 2023
Next Post
brand

Identifying Your Club’s Personality

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Facebook Twitter Instagram LinkedIn
Club Solutions Magazine

Club Solutions Magazine is the #1 business resource for the health and fitness industry. Established in 2003, Club Solutions provides best practice, business resources that educate and empower health club professionals.

EDUCATE. EMPOWER. SUCCEED.



The Current Issue

September Issue 2023

September 2023



Browse

  • Home
  • Subscribe
  • Newsletter
  • Media Kit
  • The Magazine
  • Buyer’s Guide
  • Contact Us

© 2023 Club Solutions Magazine. Published by Peake Media.

No Result
View All Result
  • Topics
    • Leadership
    • Marketing & Sales
    • News
    • Operations
    • Programming
  • Magazine
    • Current Issue
    • Past Issues
    • Subscribe
    • Newsletter
    • Media Kit
    • Contact Us
  • Continuing Education
    • Club Solutions Leadership Summit
    • Club Solutions Leadership Retreat
    • CS Connect Virtual Event
  • Supplier Insights
    • Brand Voice
    • Supplier Voice
    • Supplier News
  • Podcast
  • Webinars
    • Thought Leaders: A Virtual Roundtable Series
    • On-Demand Webinars
  • Buyer’s Guide

© 2023 Club Solutions Magazine. Published by Peake Media.

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In