Membership Retention Practices You Need to Know

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Retention is so much more than creating a pleasant atmosphere and saying hello when a member walks through the door. Don’t get me wrong, these two things are really important, but focusing only on them will not make your members stay.

Some gym and studio owners overlook the fact that you need to have a clear loyalty strategy that every staff member of your fitness company understands. It must be integrated into the day-to-day process of your company.

But before that can happen, you need to know what constitutes a great retention strategy. As we said, although it is important to be friendly and welcoming towards a member, there is so much more to do. You need to think about your retention strategy based on your member’s background.

From the moment they walk through the door, there must be a path that they can follow to achieve the best possible results. And, you must have protocols in place if you find that this member deviates from this path.

In this article, we’ll explain why a good member retention strategy is so important and explore 10 membership best practices that you don’t.

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Why is a Good Member Loyalty Strategy so important?
With the changing landscape of the fitness industry, especially in recent months, it is important to think about your retention strategy. As many brands have turned to a hybrid fitness business, your loyalty strategy must encompass this movement in a way that allows you to offer excellent customer service and a member experience online and offline.

An excellent member loyalty strategy is at the heart of a thriving and successful fitness business. This concerns everything from your onboarding strategy to how you interact with your members at every stage of the sales journey. Member loyalty is not limited to increasing results, it creates an exceptional experience that not only retains members, but attracts new ones. You need a systematized process strategy that brings a stranger to a paying and loyal member.

Here are some key reasons why it’s important.

Improve Your Growth Rate
Increasing your member retention rate can improve your growth rate. With a more consistent member base, you are more likely to develop meaningful relationships between members and staff. This can significantly improve the member experience, as deeper connections help create more personal interactions.

New Members Cost More

It costs about five times more to attract a new customer instead of keeping an existing one. To create a successful business, you need to develop a loyal customer base that renews their membership. If you focus on attracting new members instead of nurturing your current members, you will start to see your bank balance drop. Your existing members are incredibly valuable.

Increase Your Bottom Line
Statistics suggest that increasing your customer retention rate by 5% can lead to an increase in profits from 25% to 95%. There is a huge potential to increase your bottom line. Improving your retention rate not only increases your bottom line, but also increases the overall member experience.

More References from Loyal Members
Loyal members are happy members. Happy members are much more likely to sponsor your business. When you increase your retention rate, you may see an improvement in word-of-mouth marketing. Your members are your best brand cheerleaders and can do wonders for your business.

10 Member Retention Best Practices for Your business
Your member loyalty strategy starts long before a member has walked in the door. In reality, there is a whole process that takes place from the first point of contact to a full and paying member. Best retention practices think through each step of the customer journey and make data-driven decisions to drive value. Let’s break down 11 retention practices that you can implement in your company.

1. Find Out Why The Members Joined
The more you retain members, the more their lifetime value increases and they bring more money to your business in the long run. If you haven’t put in place a good retention strategy, you will always be on the lookout for new members. In general, people join your gym or fitness studio for a reason. Maybe it’s to lose weight, make new friends, or they like the classes you organize.

Whatever the reason, find out what it is about and continue to answer it. Stay true to your promise. The majority of members tend to lose their motivation when they don’t see results. Do what it takes to keep members consistent and achieving their goals. Keeping members motivated is an important part of member loyalty.

2. Design Your Onboarding Process to Encourage Member Retention
The onboarding process plays an essential role in maximizing your retention strategy. This helps to ensure that new members become loyal customers who continue to use your services and engage with your company. When it comes to the integration of members, there is no global approach that suits everyone. You may be talking to someone who has never set foot in a gym or maybe to someone who is passionate about the gym but is changing establishments. Each person needs a tailor-made approach during the integration process.

Your team must be able to identify the members who need the most support and provide the appropriate resources. By asking the right questions of new members, you can determine the right onboarding plan for them and start building customer loyalty from the very beginning of the relationship.

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