Retaining the members you already have requires a concerted effort by you and your staff. That effort is vital since the expense of closing a single sale is higher than retaining an existing member. As fitness professionals, we are responsible for teaching members the physical and emotional benefits of a healthy lifestyle.

The following points describe a comprehensive retention plan.

FOCUS ON YOUR TEAM:

PROGRAMS FOR MEMBERS:

THE SOCIAL SCENE:

Many clubs were designed so that members could exercise, shower and leave. However, providing a place for members to socialize is imperative to member retention.

IN TOUCH THROUGH INTERACTIVE TOOLS:

Leah Kleinberg, general manager for the Columbia Association's Columbia Athletic Club, has been in the fitness industry for more than 16 years as a personal trainer and a club manager. She holds a bachelor's degree in sports management from Towson State University and a master's degree in counseling from Loyola College.

Member Integration

The Columbia Association Member Assistance Program began in November 2002 and was adapted from The Courthouse Clubs in Oregon. Its goal is to ensure that members become long-term users of its facilities. At point of sale each member is assigned to an assistant who will make contact within 48 hours. An initial appointment allows for introductions to other members and staff. The member assistant will assess the person's “exercise independence” and interests and evaluate how best to integrate the member. The assistant will request a commitment for weekly contact. Weekly contact will be made in person, by phone or by e-mail for the first eight months of membership. An assistant will spend 10 to 30 minutes a week with each member ensuring integration.

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