Often, people ask what makes members cancel their memberships. A more important question would be what keeps members coming back to their gym week after week? People are more likely to keep going to their gym if they are getting the results they seek. So what can you do to ensure your members get great results from attending your gym? Here are three simple tips to put into practice:
Help members create better habits. To get results, people need to exercise regularly and develop healthier habits. Habits truly run our whole life and form the basis of all our behaviors. Helping members create the habit of exercising may help ensure they attend your gym regularly and strengthen their loyalty to your gym as they see results from their efforts.
To ensure that your members form the exercise habit at your club, you first need to work on their mindset. People have good intentions to get to the gym and work out, eat healthy, stress less and be more active, but few actually do so with consistency.
Create accountability. As the saying goes, “out of sight, out of mind.” It is important to be top of mind for your members so that they keep coming back to your gym, working out and ultimately getting results. We all dislike letting other people down. Create an accountability system where you call members who haven’t been in for some time. Literally ask them when you can expect them to come in next and subtly create a sense of accountability.
Create a strategy vs. theory or education. Most people know that exercise is important, and they know they should work out regularly. A new study by the University of Missouri found that people who received help that focused on behavior-changing strategies significantly increased their physical activity levels more than people who received interventions based on cognitive approaches, which try to change knowledge and attitudes.
What this means is that you should focus more on the strategies to help your members change their habits and increase gym attendance rather than purely focusing on the benefits of exercise or the theory behind why they should exercise. This does not mean you should not first establish the emotional reason members want to get results, but you just need to also establish a set of practical steps with them to help support their goals.
Any steps you can take to improve the results members get from using your gym will help you increase member retention. Actively work on helping your members reach their goals at various points throughout their membership so they can keep reaping the benefits of coming to your gym. Increased results for members equals increased revenue for your gym.
Nalisha Patel is an industry consultant helping clubs increase member retention and boost gym results for members. She has a bachelor of science degree in exercise science and psychology and uses psychology and persuasion to decrease membership attrition and boost actual results attained by members, resulting in substantial profit increases for clubs. Patel can be reached at nalisha@MagneticMemberRetention.com. She has written a free white paper, “Seven Wickedly Effective Ways to Get and Keep Members.”