Most gym owners and managers whom I speak with indicate they are looking for ways to build their member base. It's very rare when I hear them say, "I'm going to invest in my current members to grow my business." But the truth of the matter is that current members are gold mines, and new memberships are a small part of a gym's success. Although new membership sales are important to every fitness facility, properly managing and retaining members is the real backbone of ...

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