Driving Non-dues Revenue

Mike Alpert, the chief operating officer, at Smart Health Clubs, shares three ways to help your facility increase your non-dues revenue.

As a club operator you are always looking for ways to increase your membership; lower your membership attrition and increase your non-dues revenue. Right now you might be struggling with hiring talented people while containing your labor costs. What if I showed you a way to:

Engage your members to drive more revenue.
Build you membership pipeline.
Lower attrition.
Increase participation in classes, services and events.

How about if you had the following:

Total marketing, sales and fulfillment solution.
Targeting to eliminate the need to create and manage member lists.
Friction-free call to action (CTA) with analytics

Total marketing gives you an automated, end-to-end sales process. It allows the club to send an offer — product, service or event — to a member and the member to make the purchase. If they are purchasing personal training sessions, Pilates sessions or tennis lessons, they can complete the process by hiring a trainer, Pilates instructor or tennis professional all on your mobile app.

Targeting allows you to send the marketing piece to select members, like only new members who have recently joined the club, women ages 30 to 45 years old, members in certain social or athletic groups, members at a specific club location, members who regularly participate in certain activities or your entire membership.

Finally, with a friction-free CTA you eliminate the multiple steps that your members need to take in order to complete their purchase — no forms to fill out and no need for your back office to manually enter the information. What you would want is an mobile app that completes this process with simple button clicks.

Imagine all of the member interaction being tracked from email or message open to CTA clicks to the purchase. Digital marketing is going to open up tremendous non-dues revenue opportunities and should also prove to get more members engaged in all that your club has to offer.