A measure of how many members choose to keep their membership active at any given point in time, membership retention is a crucial component to the success of a gym’s operations. It indirectly reflects how satisfied members are with their gym experience, with a higher retention rate suggestive of greater satisfaction. As the number one ranked lead management tool, GymLeads helps to increase your gym’s membership base through creating a seamless workflow. Join us as we break down three ways you can boost operational productivity and ultimately increase your gym’s membership retention.
As a primarily service-based industry, the gym experience extends far from just the equipment used by members. Part of the experience is the customer service members receive, whether it be through any queries or complaints they may have. Through elevating the customer experience, ensuring it is positive for all members, the likelihood of word of mouth referrals increases, which is believed to be five times more effective in generating sales than paid ads. Ultimately, an elevated customer experience can positively impact both retention and growth.
This can be streamlined with a customer relationship management (CRM) tool that allows for easier recording of customer interactions. Easy access to customers’ details, and are able to quickly respond to feedback/concerns, ensuring every customer’s voice is heard
Strengthening the bond between members and staff, ensuring a high degree of interaction can go a long way in building trust. Simply two interactions each month between gym personnel and members can reduce cancellation rates by 33%. Ways to increase interaction may be through investing in group training, and building a welcoming atmosphere through competitions that motivate members to achieve their fitness goals.
Surveys are an effective tool to help members feel heard, allowing them to express what is working, and possible pain points throughout their gym experience. As a gym owner, you are able to gain insight into your members’ experiences, take on board feedback and implement it, ensuring a positive customer experience.
Feedback however does not have to be limited to simply what went well and what went wrong. Zero-party data refers not to what the customer has done, but what they hope to do in the future. Gaining zero-paty data organically can go a long way in increasing membership retention. Encouraging customers to leave comments about their future ambitions and gym goals can aid your retention strategy, in a way where membership engagement also increases.
GymLeads offers an all-in-one CRM solution, ensuring you spend less time on paperwork and inputting data, and more time on fostering authentic connections with your gym members. Easily keep track of leads on one centralised page, manage and assign contracts with minimal friction and integrate with platforms such as Facebook and Messenger. With extensive experience working with Australia’s biggest gyms such as F45 and Marriott International, contact our team today to see what we can do for your gym.