How Can You Retain Your Members?
Typically, keeping customers you already have is easier than obtaining new ones. However, it must be frustrating if a customer cancels their membership and you are unsure why. Whilst, you can ask the question, the truth is it can be difficult to find out.
Service with a Smile…
What can you do to ensure your gym members remain happy and are less likely to defect to one of your competitors? A study was carried out amongst some 10,000 people and the figures may surprise you.
Of the people spoken to, a hefty 35% said they were never spoken to when attending their gym, neither by staff or fellow gym-goers. It was determined that the risk of cancellation decreased by 53% each month simply by staff speaking to them and those members who had a made a friend.
To some, working out can be intimidating especially when you first start out. A lack of understanding on how to use equipment coupled with training in front of others can be a knock to their confidence. A very small percentage of members questioned, just 7%, said that they learnt how to use a new piece of equipment and of those that did, the vast majority found it enjoyable.
A Waiting Game…
Nowadays people are generally time poor and don’t have much of it to spare, this includes their gym visits. Maybe you’ve noticed a particularly popular piece of kit in your gym? So popular in fact that members have to queue to get on and use it. The study showed that 69% found queuing for equipment irritating, with 10% of those finding themselves doing this on a regular basis. Tellingly, when queuing does happen the risk of cancellation increases by a huge 80%.
From the data gathered it has shown that simple measures can be followed to ensure members remain happy and the facilities customer base remains high. Furthermore, advocates of a gym can boost that customer base by singing its praises!
