Lately, my Facebook feed has been filled with similar statements, ranging from: “Can’t wait till all of these New Year’s resolution-ers lose their motivation and leave my gym!” to “New Year at the gym is awful — avoiding Group X classes for the next six weeks!”
Statements like this occur frequently every single year, around this time. Gyms gain scores of new members as a result of fitness-related New Year’s resolutions and promotions, and members who joined prior get upset over above-average crowding. So how can you strike a balance, and make both new and existing members happy?
Bobby Hall, the regional vice president of O2 Fitness clubs in North Carolina, explained that because the situation is the same every New Year, O2 Fitness has learned what changes are necessary to make so that all members are happy.
“In our case, we pay extra attention to maintenance to make sure that all equipment is useable,” said Hall. “A piece of cardio being down is frustrating enough when there aren’t two extra people looking to use it. Additionally, we add classes to clubs where we know group fitness is in high demand. We can’t create space, but we can stagger classes. Instead of just one class at 6 p.m., we may offer two and switch the times to 5:30 p.m. and 6:30 p.m. to accommodate more people.”
Although this can be a frustrating time of year for existing members, it’s an exciting one for the club. “Something else most people don’t consider is that the new treadmill they are running on was paid for by those new members that joined the previous year,” said Hall. “If your members want to keep using a top-notch facility, that facility has to keep growing. Congestion in January and February is a sign of a healthy organization and one you can depend on to stay open for years to come.”
However, it’s inevitable that even with this knowledge, some members will be disgruntled. “A great way to turn the tide completely is to reward your current members for encouraging new guests,” said Hall. “We are running a referral contest in February to do just that. Lastly, make sure your staff is educated and ready. The more rehearsed your team is, the quicker they can get through tough spots. We’ve all had to wait in line to check in, but having an experienced front desk manager can often alleviate a lot of that congestion.”
All in all, it’s safe to say this time of year can be stressful for all parties involved — clubs, new members and existing ones. Here are some additional tips from Hall to keep things running smoothly:
1. “The extra traffic in the club also means extra mess. Walk throughs should be doubled up. Check your locker rooms regularly and make sure your trainers are racking the weight floor.”
2. “I think a lot of the time we just assume our current members would never quit in January. Then we check our attrition rates and realize that we could not be more wrong. As a club operator, we have to go that extra mile to ensure the member who has been coming for three years is greeted as cheerfully as the one that just joined.”
3. “Don’t forget to call and welcome your new members personally. Every single person your members meet and connect with becomes one more person they would have to walk away from if they ever wanted to go elsewhere. Welcome them into your fitness family and then make sure your house is always one you are proud to show off.”
Rachel Zabonick is the assistant editor for Club Solutions Magazine. She can be reached at rachel@clubsolutionsmagazine.com. Reach out to her about exciting events or programs your club has implemented, or to share the amazing accomplishments of a member.
