In today’s competitive club environment, managing and utilizing your membership information is critical and a major key to success. You started your health club to make a profit. To do so will mean mastering some of your computer technology and functionality. Your software management package should allow you to handle the back office functions and administrative jobs more efficiently and give you the tools to communicate with members and guests more effectively. For multiple club operators, you want the ability to share data between sites, if necessary, either by site, or consolidated into a single database.
As important as the internet is, and I certainly recommend that your software have functionality with it, you must be able to manage the in-house data first. I’m referring to establishing a membership base with at least 70 percent or more of your members on monthly dues, paying electronically, and with excellent tracking of all prospects and guests. Are you able to collect on at least 94- to 97- percent of the accounts you bill?
The larger your club, the more you will lean on internet capabilities. Even the smallest facilities should have the ability to view vital information from off-site locations, such as a home office or when on vacation. Clubs can operate successfully with software programs that do not have internet integration features. These are typically well-established facilities that may be in competitor-free zones or just operate with small networks and have minimal need for internet benefits.
Internet-dependent programs most times have capabilities that drive up the cost of using the software and the company that developed it. These costs are not necessarily in the program itself but in the original development expense, the payroll to have technicians who are knowledgeable enough to support it, and then of course the maintenance fees to keep it running. It is also quite risky – if the internet goes down, and you’re internet reliant, then you’re down. In most cases, and for the majority of facilities, a desktop version is sufficient and very effective.
Minimally, your software company should provide a program with the ability, via the internet, to:
• Upload and send billing files
• Download and receive billing returns
• Make last minute member changes to billing files
• View club billing statements and reports
• Share data between sites
• Integrate with your collections payments
• Run updates automatically, usually when the club is closed.
The next area to tackle is using email in your marketing. In the U.S. alone, 130 million people are now online. Another 50 million use it at work if they don’t have it at home. The use of email marketing in some ways is beginning to outpace the use of websites in direct marketing. It’s certainly quicker, easier, and cheaper than snail mail.
Using email instead of, or in addition to, the traditional phone call or mail can bring you a host of benefits. It’s fast – many people access their email several times a day. If you get an inquiry you can respond that day versus by mail waiting three- to five- days. Email is also non-intrusive – you’re not interrupting someone. There’s also the time flexibility, people check their email anytime, but clubs can also send anytime, 7 a.m., 11 p.m. Email takes the intimidation factor away for those who are leery of coming in. A personal rapport can be established in advance and it may eventually lead to members coming in to join.
Use email to communicate club hours, shutdowns, holiday closing, special promotions, staff announcements…the list is endless. Most of your emails will go through. Since the member or guest voluntarily gave their email address, it is less likely to be considered spam. Keep the emails brief, to the point, and not too frequent. This will increase receptiveness. Your club management software should allow you to “filter” when sending emails. In essence, giving you the option to only send an email to either a certain membership type, just prospects, or by any other parameter you need.
The keys to success here – You need to get started. Make sure there’s a line item on your membership contract for email. Gather email addresses from telephone inquiries and other prospects and send follow-up emails to confirm an appointment or just to introduce someone. Follow-up after tours or trial workouts. Most importantly, use email to follow-up on website inquiries. Web-savvy people are prime candidates for follow-up.
Using email and other internet capabilities will bring positive results. It will improve communication with your members and guests and should make data management easier for you and your staff.
Carole Oat is the National Sales Manager with Twin Oaks Software. She can be contacted at 860.829.6000, or by email atcoat@tosd.com, or visit www.tosd.com.
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Carole Oat is a national sales manager at Twin Oaks Software and a former club owner and operator for 15 years. She can be reached at coat@tosd.com or 860.829.6000 x 281.
