If you feel like the clients walking through your doors aren’t sticking around, it might be time to focus on strengthening your member engagement. A more engaged member is not only more likely to stay but also more inclined to take part in other services you offer.
What Does Member Engagement Mean?
Member engagement is all about the relationship between your gym and its clients. It’s the ongoing process of building and nurturing connections with each member, ensuring that they have positive and memorable experiences at your gym. When members feel acknowledged and encouraged, they are more likely to stick with their fitness journey. According to the Global Health & Fitness Association, members at risk of cancelling are 45% less likely to do so if they experience even one “successful commitment interaction” per month.
Get your free guide on improving member engagement
FREE GUIDEIf you’re looking for new ways to build relationships, help members achieve fitness goals, and reduce member churn, this guide is for you!
Get your guide nowWhy Do Members Disengage?
Understanding why members become disengaged is crucial for improving retention. It’s important to differentiate between genuine disengagement and common excuses. Members often join a gym with clear goals in mind, such as losing weight, building strength, maintaining fitness, or simply making new social connections. Over time, they will assess whether your gym is helping them achieve these goals and providing good value. Here are some common reasons why members may stop attending:
- Lack of motivation: Starting with enthusiasm is common, but motivation can wane if members don’t see progress. This is the most frequent cause of disengagement.
- Boredom: Repeating the same exercises can become tedious, leading to a loss of interest.
- Time constraints: Busy schedules can make it difficult for members to maintain a consistent workout routine.
- Injuries or illness: Health setbacks can keep members away from the gym for extended periods.
- Cost concerns: Some members may feel their membership is too expensive, particularly if they don’t see sufficient value.
- Lack of support: Starting a fitness routine can be challenging, and members who feel unsupported may drift away.
- Unease in the gym: Some members might feel uncomfortable or intimidated in the gym environment, especially if they’re new to exercising.
Recognising these challenges allows gym owners to take proactive steps towards re-engaging their members and keeping them on track with their goals.
Creating an Effective Member Engagement Strategy
A solid member engagement strategy can help attract new clients and retain your existing ones. Here are some key approaches to developing a comprehensive engagement plan:
- Specialise the Onboarding Experience Welcoming a new member is more than just completing paperwork; it’s an opportunity to set the tone for a positive relationship. An effective onboarding process makes clients feel valued and sets them up for success by tailoring fitness plans to their goals. From the outset, ensure that they feel heard and supported.
- Develop Personalised Relationships with Members Understanding each member’s goals and challenges helps build loyalty. Use this knowledge to offer tailored recommendations and personalised support. Gym management software like Xplor Gym can simplify this process, enabling you to keep track of member preferences and needs without the manual effort.
- Maintain Consistent and Authentic Communication Regular check-ins through emails, texts, or phone calls can make a huge difference in keeping members engaged. With email marketing you get direct access to an audience you own. Authentic communication fosters trust and a sense of belonging within your gym community.
- Identify At-Risk Members and Re-engage Them Utilise tools that help you identify members who haven’t attended in a while and reach out with encouraging messages. Automated notifications can remind clients of their fitness goals and upcoming sessions, helping to bring them back into the fold. By offering a friendly nudge, you can reignite their motivation.
- Introduce Fun and Motivating Challenges Organising fitness challenges or themed classes can refresh members’ routines and keep them excited about attending the gym. Challenges create opportunities for members to try new activities, meet fellow gym-goers, and reinvigorate their commitment to their goals. Plus, engaging events can drive more social media interaction, keeping your gym top of mind.
- Automate and Optimise to Save Time Automation can be a game changer in managing member engagement. With Xplor Gym’s management software, you can automate tasks like marketing, member follow-ups, class scheduling, and billing. This allows your staff to spend less time on administrative work and more time on connecting with members.
Why Member Engagement Matters
A well-engaged member is more likely to stay the course and achieve their fitness goals, which benefits both them and your gym. Engaged members are also more inclined to explore additional classes, bring friends along, and participate in community events. This word-of-mouth promotion is invaluable for attracting new clients.
How to Reconnect with Disengaged Members
When you notice a member starting to disengage, it’s time to revisit their initial reasons for joining and see if their needs have shifted. Some practical ways to reconnect include:
- Offer New Programmes: Introduce fresh classes or training programmes that might pique their interest.
- Provide Flexible Scheduling: Help time-stretched members by offering options like on-demand classes or flexible booking windows.
- Check in After Absences: A quick message asking how they’re doing after a missed session can show that you care and encourage them to return.
- Showcase Success Stories: Highlighting other members’ progress can inspire those who feel they’re not achieving their desired results.
Building a Community That Lasts
Creating a supportive environment within your gym is key to maintaining engagement. Members who feel part of a community are more likely to attend regularly, stay longer, and recommend your gym to others. Encourage interactions between members, celebrate their achievements, and host social events to foster a welcoming and inclusive atmosphere.
The Bottom Line: Engagement Is a Win-Win
Engaging your members effectively is not just about keeping them around; it’s about creating a space where they feel supported in achieving their fitness ambitions. When members feel connected to your gym, they’re more likely to stick with their routine, try new services, and even bring their friends and family along. By implementing a thoughtful engagement strategy and using tools like Xplor Gym’s management software, you can create a thriving community that drives your business forward.
by Xplor Gym
-
First published: 12 November 2024
Written by: Xplor Gym