Starting January 1st, the health and fitness industry experienced the New Year’s rush, the exciting time when clubs are packed full and members are reinvigorated to reach their fitness goals. This pattern of making new year’s resolutions comes around every 365 days, year in and year out, without fail — and in fact, many do fail to keep those resolutions.
This month, you may already see members coming in less frequently as motivations begin to wane. This is unfortunate, and a bad sign health clubs are failing members.
As I see it, our role in the fitness industry, other than running successful businesses, is to guide our members toward their fitness and wellness goals. So why not this year, not only succeed by adding a great number of new members to your facility, but also retain them. Create an environment that’s welcoming, friendly and goal-oriented. Stay engaged. Have fun. Make your fitness center the go-to place to be.
When it comes right down to it, sales is always about people investing in people. Engagement includes speaking and listening. As sales occur, they do so because we are listening to our prospective clients and addressing their needs and wants. Hopefully, we’re not just looking to boost our numbers.
As you ride the high of the New Year’s rush well into February, I would encourage you to slow down, smile, introduce yourself to everyone who comes in and ask the pertinent questions. Listen, be engaged in the moment and make every conversation count.
Doing so will make earning — and retaining — members beyond this time of year even easier. You’ll find you receive more marketing and advertising through word of mouth by showing you really care.
Plant those seeds, ask for referrals, show your customers you are interested in their success.
Marcus Shanahan is the owner of R2 Total Fitness, R2 Management Group and PHIITClub, powered by the Patented PHIIT System. Email him at mshanahan@r2managementgroup.com.
