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Member Retention Strategies To Grow Your Gym

Keep Your Members – 3 Tips That Really Work

1936304If you’re like most business owners, then you’re always on the lookout for ways to grow your business, lower overhead, boost productivity, acquire more clients and increase revenue.

That is what building a business is all about!

As fitness professionals looking to make more money, I think that the natural mindset is to acquire more clients and more members at our facilities or in our group training programs.

But is it really?

Consider that our biggest assets may be right under our noses and we need look no further than our current clientele to help our business grow.

You have happy clients already working out with you, why not focus your marketing plan on them, versus spending lots of money on new and untested methods to try to attract a new ones?  The old adage in business is that, “it is easier and more affordable to keep a customer than it is to find a new one,” couldn’t be more true. If you keep a client happy with great results, not only will THEY reward you with years of loyalty (and income), THEY will also reward you with countless referrals.  And that, my friends, is the dichotomy that many business owners just don’t get!  It is amazing how overlooked that concept is to a lot of fitness professionals but it happens every day.

1934375Not to you though!  You will be ahead of the curve after reading this blog. And here is how you do it …

Create Relationships

It is extremely important to foster relationships with your Clients and even your staff.   For example, from day one in a “Customer Service 101”  we tend to focus on making a new client as comfortable as possible.   We extend this “service” for the first few times they visit the facility. We introduce them to a few people but then extra effort wears off.  What we need to do is introduce them to everyone they may come in contact with and everyone that makes our business successful.  That is not only staff and other clients but volunteers, interns, community partners and even your mascot, if you have one.  Let them know that they are apart of something SPECIAL and they’ll soon see that they don’t get this anywhere else.

And you don’t stop there…

You need to focus on finding what makes this person tick, what do they do for a living, who they are married to, what’s their pet’s name, when is their birthday, etc. It truly is almost like dating where you are acquiring a lot of information about this person (particularly in the beginning). This attention makes the person feel special by remembering and recognizing the exact things that actually does make them special. Then, once you learn these things, you can customize your invitations to them for events or outings that you think that they may enjoy, with other like-minded individuals because they love to be part of the team.

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Referral Initiative

We all know by now that word of mouth is the best marketing and truth be told, most clients who love you and your services will naturally already be talking about you to their network of people. However, you could always incentivize them via a competition with other clients for free personal or group training sessions, gift certificates to local restaurants, or even offering a nominal amount of money per referral to get the referrals coming in. Like I said above, clients will want to talk about you anyways, but will do so even more when you go the extra mile of sweetening the pot for them.

Provide An Unique Experience

Nowadays, there are no shortages of Gyms, Studios, Personal Trainers, Coaches, and Group Fitness Programs in our communities. So with that said, how are YOU going to stand out among locals as an authority and credible source? How are you going to happily get clients to stay with you for years and years moving forward? I’ll tell you how, you need to consistently provide an unique experience to your clientele from the moment they walk into the door, until the moment that they leave, and every day in between until you see them again for their next session. Remember that you’re competing with a lot of fitness options in your town, so you need to make your gym standout to create loyalty.

Treat your clients right!  Show empathy, show sympathy, challenge them in every workout, be sincere, show them that you care, and provide over-the-top-customer service. Create several touch points to impact their lives such as phone calls, texts, emails, social media connections, and even a monthly newsletter.

Be constant in their lives and become a part of their daily awareness.

About the Author

Mike Z. RobinsonMike Z. Robinson is the owner of the highly successful personal training facility, MZR Fitness as well as Mike Z. Robinson Enterprises which features & highlights a myriad of options to help fitness professionals grow their businesses and careers. Mike was the 2015 IDEA Personal Trainer of the Year, is the author of the E-Book: “Fitness Up, Everything Up”, and he is also a Media Spokesperson for both the American Council on Exercise & IDEA Health & Fitness Association.

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