6 strategies to build up your membership

10 Jul 2019

One of the most common New Year resolutions is fitness and health. Every year, health club marketers ramp up their marketing efforts to prepare for the rush of resolutioners. But is that the best strategy? Let’s look at some strategies health clubs can employ to increase gym members throughout the year while maintaining their current members.

Stop competing

Competing on price is no longer a brilliant idea, as always there is another facility around the corner to go lower. Also, changing your price too much can devalue your brand.
Another point, avoid focusing too much on your equipment and facility as your unique selling point. Try to add other options and add unique options to promote your brand.

Create a sense of community

Make each person feel like they are a family member. Hire energetic and passionate employees, and offer programs that provide structure and unite people. You need to increase customer loyalty to make your facility unique. This will secure you against seasonality swings.

Take advantage of seasonal swells

Around the new year, the holiday indulgences and winter weather usually creates a seasonal swell together. Try to prepare a reasonable offer to benefit this great time and boost membership.

Tell. Don’t Sell.

Use some tactics to keep your members motivated and interested even after holidays. Some topics like wellness tips can be really helpful. Prepare some healthy recipes, fitness tips, motivation tactics, success stories and more to make a deep connection.

Add value.

instead of giving discounts, offer added value incentives, like personal training sessions or fitness assessments. Find tactics with little additional cost and high value to deeply engage member and gain loyalty. Other options could be, giveaway items like branded pedometers, water bottles, gym bags, etc.

Reward a job well done.

Your gym staff are the face of your brand and the key influencers of a member’s experience. If you design a system to reward employees for exceptional customer service it ultimately leads to employee and member satisfaction and increases your revenue.

So which one is more important – acquisition or retention? Of course, you’ve got to start somewhere. But retention should always be the primary objective. It costs far more to acquire a new member than to keep a current member. Plus, your long-term members are more likely to give positive recommendations to friends and colleagues.

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