It's every entrepreneur's dream: increasing membership numbers, gaining more new customers, building a steadily growing business. But it's no secret: acquiring new customers costs money! Various studies on this topic even reveal how frighteningly expensive new customer acquisition is in the fitness industry: maximum values of 0.9% of the revenue generated by a single member are not uncommon. It quickly becomes clear that courting new members can even turn into a losing proposition. 50% of all gym members do not renew their subscription after the first year . Encouraging these customers to renew their membership is much more financially attractive. Learn how to improve your membership retention here.
Regular vs. new customers - costs and benefits
The Harvard Business Review estimates that retaining a new customer is about 5 to 25 times more expensive than keeping a customer. In contrast, a study by the consulting firm Bain & Company in cooperation with Earl Sasser of the Harvard Business School shows that an improvement of just 5% in customer retention can lead to an increase in profits of 25 to 95%. So, combined with the significantly higher cost of acquiring new customers, retaining as many of your members as possible should be a primary goal. This also has a direct effect on your new customer acquisition: Satisfied members recommend your studio to others. By word-of-mouth, studios can gain up to 60% of new customers.
Attract new customers: Special offers for Best Agers
Bonding through relationships
Everyone builds countless relationships over the course of their lives. Whether in the private or business sphere - where you feel you are in good hands, have good conversations or make friends, you stay or return to as often as possible. This is just as true at work as it is in the family or even in the gym. That means you need to get to know your members so they feel understood in your gym. Commonalities provide talking points - behavioral analysis shows that young men tend to gravitate toward a well-toned, masculine trainer , while stay-at-home moms and moms, for example, prefer a woman of about the same age. Of course, your trainers don't have to form deep, private friendships with every one of your members - but general friendliness, helpfulness and a willingness to talk are a must for building positive relationships with your members. It helps if you know which members work out and when: Older members often work out in the morning and early afternoon, while the younger crowd most often visits the gym in the evening hours - including late evening. A lot can already be achieved here through appropriate staff planning.
Room planning and ambience - retaining customers through the feel-good factor
The more frequently a member visits the gym, the more likely it is that this customer will renew his or her subscription again and again. This means that you should already think about the motivation of your members when planning the space, the room design and the ambience, that you create. The training areas should be sensibly divided and clearly demarcated from each other. Cardio equipment should be visible as soon as you enter the studio. A functional training area needs a relatively spacious room to be inviting. Be sure to create niches where exercisers with the same training goals can gather: Working out with a partner or in a group is extremely motivating. There are many details to consider when designing your studio: Your lighting concept also has a significant impact on how comfortable your members feel. The good thing about the amount of factors that influence room design and ambience? Virtually every studio can improve at some point.
Use social media smartly
Having a good social media presence, such as Facebook, Twitter or Instagram, is a must these days. Decide on one or more channels to use: Facebook is mainly used by people aged 35 and older, on Instagram you reach a younger target group. Twitter , on the other hand, appeals primarily to men, who are recruited from all age groups. On average, Germans spend 4 hours a day privately on the Internet, and a large part of this time is spent on social media. Being part of your members' "digital living room" not only gives you the opportunity for advertising, but helps you deepen the relationship with your members. You can use short videos to introduce your studio or pitch new classes to your members. You can show profile and personality, and your members appreciate that. Likes and shares are a digital currency all their own - and word-of-mouth on social media packs a punch!
Keep your finger on the pulse
Of course, you don't have to completely replace your equipment fleet every year to stay current. Still, it's important to stay on top of current trends and think one step ahead whenever possible. Whether it's the purchase of a trendy new product or a new training concept - your members will appreciate it if they can always experience something new in your studio. Likewise, you should focus on innovative tools for your members in the context of digitalization: The smartphone is with you everywhere these days - so why shouldn't it serve as a training plan? Many fitness equipment manufacturers have developed their own smart solutions so that equipment users can not only listen to their favorite music while working out, but also keep a constant eye on their training status, progress and successes . When in doubt, there are several third-party providers that can help you turn your gym into a "smart gym" for your members.
Offer innovative workout equipment
Trendy product innovations could entice members to become members of your very studio - and possibly pay a higher fee to be able to share that very equipment. We have put together a small selection of innovative equipment that could be worthwhile for your gym:
1. trampoline triple
The innovative design, consisting of three frame modules angled towards each other, enables lateral rebound training as well as a full body workout that is easy on the joints. Developed by sports scientists, the Alpha Champ Trampoline Triple offers several advantages. It simultaneously trains speed and bounce, strength, endurance, coordination, sensorimotor and agility.
2. icaros Cloud Pro
This innovative strength, balance and coordination device consists of an inflatable training surface. Practical handholds and footrests provide the necessary stability. The Icaros Cloud Pro balance board makes every work-out more intense, but also more effective, as the body is permanently tensed to be able to maintain balance. The training device has a digital interface that helps to experience all work-outs with a smartphone or VR glasses.
3. teqball game table
Soccer on a table sounds unusual? It is - and brings a lot of fun! On these special Teqball plates, the new sport - which, by the way, is part of the training of professional soccer clubs worldwide - can be effortlessly integrated into the gym. Since one side of the plate can be set up, individual training is also no problem.
4. VersaClimber
Burn more than 500 calories in 30 minutes. What sounds like a dream is made possible by the so-called VersaClimber! The vertical climbing simulator with computer console and variable resistance activates more muscles than any other machine - and without putting any stress on hips, knees or ankles. That's why the VersaClimber is so popular in rehab.
5. aqua bike
The Aquarider allows you to easily get your workout in the water. This innovative pool exercise bike features 3-way adjustable resistance for any fitness level and height adjustment to easily fit your height and the depth of the pool.
6. spinning bike with movable frame
If you've always wanted to know how the US Air Force trains, you should definitely give the RealRyder a try. This spinning bike is equipped with a unique moving frame and handlebars, which provides a very real riding experience as well as a challenging and varied cardio workout at the professional level.
7. hydrojet
A relaxing, deep-acting overwater full or partial body massage using targeted water power is a great way to unwind after a workout or just in between. Relaxing the muscles, releasing tension, activating the metabolism, relieving back and joint pain: all this is possible with a hydrojet from Wellsystem!
8. cold chamber
The cold shock caused by the stay in a special cold chamber revs up the metabolism and boosts fat burning enormously. At the same time, the immune system is strengthened overall. But not every cold chamber is harmless and efficient. LifeCube's electric cold chamber allows for safe, highly efficient whole-body cold therapy. It is operated via smartwatch and tablet, making it as simple as it is practical.
9. body analysis scale
To get fit and stay healthy, it is important to have the right ratio of body fat and muscle mass in addition to a balanced diet. A body composition monitor like the Tanita MC-580 P is ideal for instant analysis of health status - and allows monitoring by a personal trainer.
10. solevitarium
If you want to really relax after a sweaty workout, you can do so in the Solevitarium. With the help of a medical ultrasound nebulizer, high-quality brine can be atomized into aerosols and thus introduced into the inhalation room. This is not only good for the respiratory tract, but also relaxes the muscles. Thus, this inhalation room is ideal to regenerate body, mind and soul.
FAQ: Questions and answers about membership recruitment
How do you get more members?
Sports and a healthy diet are important pillars in a person's life to stay fit and healthy. This very health aspect is a great hook to attract new customers to your gym. Especially at the turn of the year or the beginning of the year, when the motivation for a healthy lifestyle is high, advertising measures and discount campaigns in this direction are particularly worthwhile. Smaller events and introductory offers can also draw attention to your fitness studio. Why not organize an "open day" or a kind of sports festival to which you invite the neighborhood? This is a straightforward way to attract attention while linking it to positive memories. Other ways to get more members are classic flyers, notices or mailings. Here it makes perfect sense to hire a professional.
How can you recruit members?
Recruiting new members for your gym can happen in different ways. In addition to events such as a barbecue and sports festival or an "open day", a special course offer can also be interesting for potential customers. Especially if your gym has a unique selling point (e.g., a gym just for women; with EMS or other special equipment), you should highlight that. Current members also play an important role in attracting members. If they are satisfied and feel valued, they will certainly recommend your gym to others. Targeted member retention as well as "friends recruit friends" campaigns can increase the chance of new customers. In addition to events and word-of-mouth, traditional direct mail, billboards or digital newsletters can also be worthwhile.
How can an association attract members?
The most straightforward way to make an association better known is to host a neighborhood festival. This quickly makes your association better known and creates nice memories. Of course, traditional advertising methods such as direct mail, digital newsletters, or social media announcements can also be effective in attracting new association members.
What makes an association attractive?
A unique selling proposition can make a club, and therefore a gym, attractive. So a trendy new product or an innovative training concept can definitely be an incentive to train at your very gym.
How does "customers recruit customers" work?
This so-called referral marketing consists of existing members recruiting new members on the basis of their satisfaction. This means that your current members play an important role in recruiting new members. If they are satisfied, they will certainly recommend your gym to family, friends and acquaintances. Targeted member retention as well as "friends recruit friends" campaigns can thus increase the chance of new customers.
Why join a club?
There are many different reasons to join an association. One of the most important reasons is probably the cohesion within the club members as well as the mutual support and exchange at eye level.
Conclusion
50% of all gym members do not renew their membership after the first year, while a 5% improvement in customer retention can result in a 25% to 95% increase in profits. Satisfied customers also help you acquire new customers. Reason enough to get to know your members better and drive retention at your gym.
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Editorial fitnessmarkt.de (DG)
Image credit: AdobeStock_#142776063_javiindy
Published on: 12 September 2019