The New Year is fast approaching, which means resolution season is almost here. As new and returning members are introduced to clubs, there are opportunities to ensure they have a quality onboarding experience while simultaneously taking steps to protect the wellbeing of your guests, team members and facility. The following are three things to consider when onboarding new and returning members.
1. Use onboarding as a chance to review safety protocols.
The onboarding experience is often the first impression a club will have on new and returning members. It is important to use this time as an opportunity to begin building a strong relationship by training new with the knowledge and skills they will need to safely use the facility and equipment.
For new members, this is an opportunity to showcase everything a club has to offer in even greater detail. Specific machines or equipment can be demonstrated, and members can be trained in their safe operation. This engagement is not only for safety, but it also provides an opportunity for members to speak with staff and start the process of building a strong member experience.
Returning members will also need to be reintroduced to the facility. After nearly two years of lockdowns, there are bound to be gaps in their knowledge, and a refresher will be important for their safety. In addition, facilities may have new equipment that returning members are unfamiliar with. The onboarding process is a perfect opportunity to introduce them to any new equipment or facilities.
2. Onboarding is critical to building lifelong members.
The onboarding process is the ideal time to engage with incoming members and ensure they not only know how to use a club’s facilities but also are engaged in your programs and equipment.
The more comfortable your members are with your equipment, the more likely they are to use it, and the more likely they are to continue utilizing their membership. By ensuring members are trained on equipment from the start, new and returning members can safely and comfortably take advantage of everything a club has to offer and enhance their experience.
3. Share your process with your members.
It can be a bit dull, but maintenance is key to the longevity of any club, and members will feel more at ease knowing the equipment and facilities are being properly cared for. As part of the onboarding process, consider sharing an overview of your maintenance schedules and cleaning routine with your incoming members. This transparency can go a long way toward building loyal and returning members for life.
By following these three tips, clubs can begin building strong member experiences from day one. As the world continues to reopen and more members return to their clubs, it will be critical to constantly engage with them and provide the training and knowledge members will need to make their club experience great.
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Brian Rawlings is Practice Leader forFITLIFE, which insures fitness facilities, health clubs & spas, for Venture Programs. He can be reached by phone at 800-282-6247 ext.323 or email:brawlings@ventureprograms.com.
