Kory Angelin, the chief operating officer for Volofit, provides three ways health clubs can increase member engagement throughout the year.
We all know the beginning of every year is one of the best times to acquire new members. We think about resolutions and how fitness plays such a big role in many peoples lives as they start a new year. But we can’t forget it isn’t just about acquiring new members, it’s about keeping them engaged in your studio or gym for the long term. Two of the top reasons people quit their gym or studio is because a lack of motivation and results.
Here’s three ways you can increase member engagement throughout the year.
First 30 Days
The first 30 days for any new member is the most important part of their journey when they sign up for a new membership. It is within this first thirty days that you are building a relationship with that member and making them feel like they are part of a community. I often say everyone essentially has three homes: your house, your work and your gym.
Some of the key strategies to keep a member engaged within this time frame is to actually speak with them about their journey thus far. Having a seven and 30-day check-in is vital to keeping a member engaged. Having your head trainer/coach reach out to these members goes a long way in continuing to build that relationship with the new member. Every conversation should revolve around those members goals and what they have accomplished in the short time they have been a member, as well as what you can provide as a facility to help further them along.
Challenges
Organizing a member challenge is a great way to not only keep a member engaged – and it’s an event that you can run several times a year. Challenges can take many different forms depending upon whether you are a big box gym or a boutique fitness studio. It also doesn’t necessarily mean you have to compete against others. Some of the best challenges are conducted by competing against yourself.
That could mean a point system for the number of times you attend the gym in a given time frame. Or it can be focused around heart rate training and your certain training zones. Either way, it is a motivational tool that every gym should institute. You can also leverage some vendors in your community for giveaway prizes and engage more of your community.
Referrals
Often said and often missed is the sentiment when I think of referrals. In fact, the number one reason why you do not get a referral is because you don’t ask. Whenever you make a sale to acquire a new member, one of the key questions you should ask right away is what friends or family members do you also want to invite into the gym to help motivate you while you are here.
Although it sounds simple there are so many times when we forget to take this action. We get so excited that we sold a membership that many of the other follow-up actions we need to take are missed. Getting a referral is among one of the top reasons why a member will stay longer. Coming to workout with a friend or family member means they will essentially stay more engaged and therefore have more opportunity to stay a long-time member.
