When a client first walks into your gym, there’s usually some excitement. But, as the months go by, the first butterflies might turn into an all-around lack of motivation. Come to think of it; client relationship management shares some common ground with your usual relationships.
You have to make your customers feel special in simple, but meaningful ways, to increase your client retention rate. And here are five easy membership retention strategies to achieve just that!
Table of Contents
Sharing is Caring
I know I’m not exactly blowing your mind if I tell you that you need to know your client. As a gym owner, you have to learn about your customer’s interests beyond fitness-related subjects. It can’t hurt to learn about your client’s family, job, hobbies, etc.
It’s exactly what Cornee van Ewijk, co-owner of Cosy Sport, does! He became successful by making it his priority to know his customers and make them feel welcomed.
“Keeping clients happy starts by getting to know them!”
Now that you know your clients take some notes. You’ll need notes to remember the important moments in your client’s life. Birthdays, job promotions, graduations, weddings, and other milestones are the perfect excuse to surprise your customer with a special training session for example.
Also, monthiversaries are not just for cheesy couples (no offense to them), they are also an occasion to highlight your customer’s monthly fitness achievements.
A simple way to highlight such milestones is to offer a discount on your client’s subscription fees or your online merchandise, just like Nars!
Social media, another great platform to give your customers a shout-out. Just trust Nicole Reisberg, President & Founder of Social Haven Marketing. When one of her clients gave a televised interview on her participation in a documentary about breast cancer, Reisberg didn’t waste any time before tagging her client and the television network as well as adding some important hashtags and the YouTube link.
In a couple of minutes, she managed to not only highlight her client’s achievement but also bring attention to her business for the whole world to see. As a gym owner, remembering and celebrating milestones show that you care about more than just your client’s BMI.
Keep in Touch
The client relationship should exist outside the gym, whether it be for individual chats or group conversations with other gym members or even on a Facebook group.
However, social media will never replace specialized fitness software. These go further than your usual social networks.
Aside from custom-made profiles and interest groups, you can keep track of your gym members’ progress without all the distraction from ads or messages from your competitors, like they would on Facebook for instance.
Some fitness mobile apps also offer push notifications. If you need to update your clients instantaneously, say, about a rescheduled class, push notifications are the way to go.
Unlike messages, your push notifications won’t get lost between daily rants and weird emojis. In the end online communication on whatever platform creates a sense of belonging and empowerment among your group.
Come Together, Right Now
You’ve created your contact group? Great, let’s meet! It can be health-related gatherings about advice on The Benefits of a Healthy Diet, or, The Balance Between Work, Family, and Training, or again, How to Stay Motivated When All You Want to Do Is Sit on the Couch, Eat Chips and Binge-Watch the Latest Netflix Series, etc.
Or, you can keep it simple! Go out for drinks, play a game of football, organize a friendly ping pong tournament, have a healthy potluck dinner, etc. Check out the Australian gym Now Fitness who uses Facebook to create meetups!
Their social gatherings are laid-back and inclusive since they also encourage their gym members to bring their partners along. Meet-ups are a great membership retention technique because you are creating a bond not only with you but between your gym members.
Ask for Feedback
Now that you’ve implemented all these membership retention strategies, it’s time to have the talk. Your client relationship might be going well, but let’s see how everybody feels. One way to do so is to assess your client relationship through surveys.
You can do this the old-fashioned way with paper forms or through digital customer satisfaction surveys on websites like SurveyMonkey and SurveyPlanet. Also, if you already have a specialized fitness software, you might be able to create surveys in your online club of gym members.
Creating a survey is one thing, but having your customers fill it in is another. That’s why you need an incentive: an account credit, a discount, a giveaway prize, a free promotional product, an extra free training session, etc.
However you do it, the feedback is vital, it is meant to adjust the way you manage your customers for the better. Remember that you shouldn’t wait for things to go wrong, ask how you can make them right!
You can also simply download our survey especially made for gym owners. Click here to download it and customize it to your business!
These tips are meant to inspire you to go the extra mile for your gym members to improve your client retention rate. After all, when it costs five times as much to attract a new customer than to keep an existing one, you might want to make sure that you’re taking care of your gym members! Fostering membership retention requires constant dedication, but is worth it in the long-run.
Let us know about other tips and ideas you may have on our Facebook page!