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Are You Serious About Retention?

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retention

Are you serious about retention? You may think you are, but here are some questions to consider:

  • Do we really know what our members want, or do we think we know?
  • Is improved retention a function of the number of times a member uses the club?
  • Is retention about how much a member spends at the club or how many personal training sessions they attend? 
  • Is retention about the number of greetings they receive from team members at the club?

All these activities are important, but do they significantly increase the retention rate in our clubs? The majority of club owners and operators are frustrated that the real answer is “no.” 

So, what is the retention solution?

Achieving retention success is objective and does not require a feel-good approach, although that should be a given in every club.

Retention is a true science requiring objective metrics that can be verified, thereby eliminating the many assumptions or stories by members and your staff that actually can lead to higher attrition.

With a real health and wellness score for each of your members, you can develop a personalized game plan that is able to be benchmarked since it is objective and outcomes-based.

When approaching retention based on an individual’s health and wellness score — versus subjective assumptions and stories — clubs will start to have long-term retention breakthroughs. 

Lastly, when developing your objective retention plan, you will find you can get support from organizations such as Medallia, GENAVIX, TRX, Myzone, InBody and many others. Individuals want to see results. When our members know their key health and wellness metrics and have a roadmap for success, retention rates will move in a positive direction.

Good luck. 

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Kevin McHugh

Kevin McHugh is the chief operating officer of The Atlantic Club. He can be reached at kevinm@theatlanticclub.com.

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