Powerful Membership Retention Strategies

hello everyone and welcome to 21 powerful gym membership retention strategies we're currently in the retention module and in this video I'm going to go over 21 steps that you can Implement in your business and I'm not saying that you aren't following you know any of these 21s there's a very good chance that a couple of these you're already following to the teeth but these 21 steps if you follow them and Implement them into your business and take consistant action on them I can assure you I can confidently say that your retention is going to be

in the top 1% of the industry all right um and that's what we're going to go over in this video now you don't have to put all these in place immediately but over time on a weekly basis you can start adding these steps into your business and you're going to see your retention Skyrocket like nothing you've seen before and that is what this video is it isn't sort of it isn't a copy and paste thing you know you can't really just like okay good bam done in the business right you're going to have to be

a little creative with this and you're going to have to do some extra work after this video of you know because you know there's just some things some things it's just we can't you know give you and it's just going to work right but if you follow these 21 steps you're going to be able to increase your retention to massive lengths so here's here's what we're going to cover we're going to cover 21 powerful gym retention strategies that will keep your customers loyal for the long term and we're also going to discuss some marketing ideas

that come with this right so 21 powerful gym retention strategies retaining your existing customers is is much more cost- effective than trying to attract new ones so it pays to keep them engaged look we've discussed this over this entire module it costs so much l to retain clients than to constantly start and uh keep acquiring new ones right increasing your retention by 6 months will put more money in your business than any Facebook ad or high level appointment booking system or database re activation okay and in this video we share 21 powerful gym retention strategies

that will keep your customers long loyal for the long term and according to Trend reports Fitness club retention is most heavily influenced by Price It's the hash one reason why members leave clubs but dropping prices means devaluing your services and reducing profit margins so it's a no go never drop prices to increase your attention actually work towards W increasing prices every 3 months every 6 months right work steadily towards actually increasing your prices never devalue them because I can confidently say right now most of you are charging 50% of what you're worth sometimes even less

okay so what are the other options you're probably asking yourself how can you provide Extra Value without eating into your bottom line if you're already delivering great customer service and the top lunch facility what else can you do to boost gym retention so let's start by looking at some tried and tested gym retention ideas that'll cre increase member loyalty look all these strategies that I'm going to I'm going to give you in this video they work 100% I've seen it dozens of times from all types of clients that's where we got these strategies from so

don't feel you know like oh that that won't work that won't work yes it does it really does we've seen it work in real life over dozens of States over dozens of clients all right so one improve your group exercise offering people stay because of the people right when they consider leaving they'll worry they'll lose their network of like like-minded friends so improving your group offering encourages interaction and helps to build those friendships so that people are less likely to leave right I'm not saying lower prices on your group alha I'm just saying make it

more attractive you're going to want to be able um and this can be small group can be large group or you want you want your client to be in some sort of group environment with like-minded people with the community that alone is going to increase your retention on a mass in massive amount yes personal training is amazing and stuff like that but adding even if you're doing personal training one-on-one adding three four more people to that group and charging the same thing which is completely fine is going to boost retention to massive levels because it

mixes those people together and it builds friendships it builds a network between them and they're going to feel very very it's going to be feel very hard for them to leave right so that's what you want to build between clients you don't only want to have you know you know what we discussed in other videos you don't want to have a CSM you don't only want your clients to have a good relationship with you and your brand you want your clients to have a good relationship with your other clients that alone which is a lot

harder to do right it's a lot you can't really do that step by step there's not really a strategy in place for that but that alone will increase your retention to massive levels so the the best way to do that is make sure that they're that they're in proximity to each other right so the second is provide Extra Value use your blog and social channels like Facebook and Instagram and an email list to provide even more value for money give members lots of Juicy goodies like recipes exercise uh guidance and training tips this stuff you

already know right you probably already following a healthy diet you're probably already following the right training um You probably have a ton of recipes that you use yourself to stay healthy right put that on paper and send that to your clients we also have in the online training module we also have meal meal recipes and all that sort of stuff so you can copy and paste it from that but this is your expertise you know this all you have to do is take 30 minutes write it down and post it and send it to all

your social channels to your members it's going to help you in a massive way and tangible items in the form of downloadblurred PDF or with some meal recipes or some training tips or some meditation uh stuff or how to improve sleep and sending that in the week during the weekdays to your clients is so beneficial and it really doesn't require a lot of work and this doesn't even have to be yourself you can easily put a coach up to this for maybe a little bit of uh for maybe a couple you know 20 30 bucks

right so offering free ebooks shopping lists and cheat sheets can be really effective gym membership Ren strategies and they're really low cost and they're very easy to do because it's really just putting your expertise what you know on paper position Health as an investment to your clients not an expense right you have to look at it from your own business like investing in programs like these like many business owners like myself really I hate spending money on myself I hate spending one on money on something that I can't write off I hate spending on something

that I can't know that doesn't Happ have um extra added value and your clients are exactly the same not with their business because most of them are business owners but with their health you need to make you need to make the mental transition from Health isn't an expense and your gym is an expense but it it's an investment in themselves right so your blog your Facebook group your email list your membership area right are great platforms to educate members so use its full potential right the best companies the top R percent of this industry use

these platforms to the best of their ability because they know acquiring a new client is lost uh is a lot uh is a lot more expensive than keeping an keeping a current client for a couple extra months and help them see that investing in their health will pay off immediately right as well as in the future do this by summarizing scientific studies about the short-term health benefits of exercise as well as it in as its impact on life expectancy when you transition and when people truly believe okay this is an expense this isn't just something

I do and I spend and it's just know it's a it's something that just kind of goes out out every month and I'll cut back if you know uh on this if I need extra money where I'm saving but making the mental for clients to making this such a necessary thing that they can't even think about you know leaving it like when they look at their monthly budget that you're 200 bucks a month 300 bucks a month 400 bucks a month isn't even something you know that they that that comes into question when it comes

to cutting back on budget right so um however you can't get away with vague statements about gentic health benefits right so it isn't like you know exercise you makes you live longer and all that sort of stuff people have heard them too many times in all magazines TV everything and just tone tune tune out instead use specific data that quantifies that benefit such as right um so yeah I'm going to go over that list but what I wanted to touch on here it's the same for you as a business owner you know you hear all

these promoting stuff and fitness groes and marketing and all that sort of stuff you want to hear the rough numbers right you want to hear okay what's the typical result what result can I expect you know what type of cash am I going to expect in the first 30 days all that sort of stuff you want to hear the data you don't want to hear the rough statements you've heard them too many times and you want to be informed to the um best of your ability right so data is important it's the same for your

clients here right so you want to position Health as an investment not an expense for for example these are some titles you could use here's how working out can save you up to $2,500 per year gym members are 40% less likely to be obese gym goers are 50% less likely to have an elevated resting heart rate a measure that has been shown to increase your risk of heart rate Rel um heart related death club members are 14 times more likely to meet weekly physical activity guidelines the average the member heart rate is five beats lower

than non-members right just uh type these um you know you can download this PDF um and this these slides um in the download section just copy and paste these um into Google and you'll find articles on this this is all these are all true statements all right so the fourth one is interact no one likes to be ignored after the sale right no one likes all this extra attention when you're trying to make a sale so and then they kind of just be they're kind of just left in the dust when they're actually a member

so make you sure your staff is trained to interact with all your members not just the chatter boxes that are easy to approach it's one of the simplest yet most underused your membership reten um retention strategy there is train your coaches on this and have them watch these videos and even per even better how you CSM right five utilize email communicate with your members regularly about stuff they care about not just sell promotional content that's a a a rabbit hole that I see so many gy owners go down they have a big email list and

they can use to their full potential they have a list of all members that they send emails to but it's all promotional it's all about the it's all about you making money all about yourself about your new offer your new discount your supplements that are you know your supplements that are two for one all this crap that they don't give a bloody hell about right so for bonus points segment your database so you can send truly personalized emails that's even better like seg segmented with females between 20 20 and 30 male between 20 and 30

and kind of send that you know that's that's you know that's I'm not saying like you should have that but if you really want to put the um if you really want to put the dots on the eye that's the way to do it um but don't you know um don't send so much promotional stuff to your email list and we're going to discuss sort of the ratio that you should follow with that right um Lifetime Fitness recently increased their profits using this techn technique right but you can usually um but you can easily do

it on a much smaller scale with a $10 MailChimp account like sending emails and posting on your Facebook group the same post really and um your page and your Instagram it's not it doesn't cost anything you know the emails really only cost like 10 bucks a month a lot of you will have some sort of email marketing software in place but if you don't MailChimp is the way to go um and just know follow this do some research on email marketing we have a video on module 3 as well on organic organic strategies where we

touch on email marketing right and the key is really just to actually deliver value and people will in turn stay interested and actually buy your product but don't sell your product don't even don't even mention it sometimes maybe at the end right which we discussed in uh module 3 organic attraction methods six other digital tools so five totally works with SMS uh SMS text messages too use PST notifications right if you're using some sort of app for your members um or something like that keeping your facility top of mind is a key component of high

gym membership retention and don't just uh you know do like you know Bland push notifications and text like hey uh show up hey you know this that we have a new meet we have an appointment at 10 you coming you know just send them some value right motivate them that'll do that'll do the rest that'll do the work seven other post class social events right keep it fun and informal right the boutique spinning Studio B cycle for instance holds their B social class on Friday evenings after which they all get ready together and go out

for dinner or drinks right more on we're going to touch more on that in later videos because that's a pretty big subject and and how to do that exactly is a little bit of a science but stuff like that um it's fun not only for you it's great for your members and a social event like that every two weeks or every week so powerful amazingly powerful eight and this is a very no-brainer one but it is still such a necessary one stay on top of Maintenance out of aut the machine um or broken showers really

annoy members there's just no way to get around that so keep everything in tip toop order and be sure to get repairs done lightning quick if you don't get the fundamentals like these right then no amount of Fitness member retention programs will help no strategy no text message no email marketing campaign no meal prep sheets are going to fix a crappy gym so this needs to be on top this needs to be number one right question existing members right what's their favorite thing about your facility the be sure to um and once you know that

be sure to highlight it on all your marketing and promo activities going forward right once you hear the same thing from 30 your members you know that it's a pretty attractive thing for people that for prospects and people that aren't your members and maybe that you can also use in your sales conversation right you could do a survey I wouldn't recommend that chatting face to face you know works the best all right 10 solve their problems people will remain loyal if you can solve their problems they join because they have a problem right we discussed

it in the sales they didn't join because you had a nice facility with a bunch of equipment they join because they believe that you and your gym and your coaches can solve this problem that they have right so one way to keep them is actually solving those problems right addressing common objections or frequently asked questions is a great basis for helpful content right so make a list of barriers to a healthy um Health lifestyle and then create blog posts YouTube video Facebook Etc with ideas for overcoming them right these are easy ways to do this

of course you're going to have you know which we discuss in other videos you need to show up often they need to do the workouts they need to follow the step-by-step plans then they're going to solve their problems but using social platforms to do this as well is going to help help massively right for example lack of time is a huge barrier um to exercise for most people it's one of the most common objections out there so create articles that include time-saving tips short and sweet hit workouts or quick week night meals right they don't

always have to work out you with with you guys as long as you're you're the one fixing their problems that's all you need right it doesn't always have to be at the gym so at home hit workouts quick week night meals right saving time that that type of stuff is very powerful so if you can remove um if you can help remove their barriers to exercise they'll visit more often and see more value in their membership right because the more they the more they the more they show up the more they see the more they

think that the membership is worth it right these can be really simple yet effective gym member Trends uh these can be really simple yet effective gy member retention strategies for health club and fitness studos right run seminars as gym membership retention ideas go this is super simple yet highly effective giving people additional value is a sure way to keep them loyal so why not run a 45 minute seminar on pre-trial law nutrition boxing techniques or meditation for stress etc etc whatever your experience is whatever your Niche is about right and make sure you encourage people

to invite a friend for free and this is such doing something like this having like a seminar every month on a topic that people actually care about and then being able your members to invite a member for free and then collect their details during registration you know that's such a brand new opportunity for new members you can even close them when they're there right that's you know when you get maybe 20 30 people to the seminar and 10 bring a friend right that's free members right there you can be you can en close a couple

of those e easy such a powerful strategy so another one give birthday gifts we're talking about an actual free gift I'm not talking about you know some crappy 10% discount coupon you know that any every company sends when someone's birthday is um about that requires them to spend money first right actual gift an actual gift of value like a free massage a birthday smoothie or a nutrition kit that will surprise and Delight them these kind of genuine acts of kindness are what people talk about and help helps generate positive word of mouth this is the

type of stuff it's not about your great workouts and how you know all that sort of stuff a birthday gift like that is the first thing people me mention when they talk about your brand so a simple act of kindness like that can generate you an extra one to five members in the long term just from the word of mouth you got to think about your members family members friends colleagues they're going to have the same problems as they have right so look for look for a gym and you know if do stuff like this

they're going to recommend you so retention and all these strategies not only great to keep members around it's also great to actually attract new ones and don't get me wrong you know marketing and stuff like that that is great but I've seen businesses grow to million dollars a year without spending a single penny on marketing by just word of mouth and stuff like this they had customer relations and your their their service so on point that the rest that that that did all of the work right encourage them to try new activities 13 this is

a great way to get them to use their membership more often right in their subconscious their cost per visit is reduced as they intend attend more frequently that's something that goes into every client's mind I'm spending 200 bucks a month I'm only SP I'm going 10 times a week so I'm spending 20 bucks a session right so to make that cheaper it's just we need to get them show up more right and this in turn makes their membership seem better value or less expensive it isn't but it seems to them right it's a psychology thing

um than it would do otherwise so be sure to promote new classes new types of styles of workouts right Services view your blog social channels email list text right describe the who why what where and when and how so that members know everything they need to get started right so who's it IDE who who it's ideal for why it's beneficial for their health what's it involved for where it's located when it takes place or is available how they can take part right this stuff members need to know when the doing something new right a new

activity might be just what it takes for someone to come back in and give them give them the gym and other try say you're doing boxing for example and you've got this great new machine or um you've got some new boxing stuff and you know um something like that can uh turn a turn a member that hasn't been uh around long can get them back into the gym promote Investments that you've made right if you spend money on new equipment or Renovations then use your marketing Chanel to let everyone know right call out exactly what

the benefits to your members are such as our brand new luxury changing rooms to have you refreshed and rejuvenated ready to face whatever work or family throw at you make some pictures on your Facebook group in the face um in on the Facebook page just like look what we just bought this is not only great because the value is going to be increased because members actually think oh wow he's actually improving what is also great is um this is a subconsciously subconscious thing that every customer thinks um especially to business owners and businesses is where

is my money actually going so if you're arriving in a Porsche to your gym to give sessions people are going to have a little bit of a bad feeling okay so that's where my you know $250 membership is going must I must clearly be overpaying but if you actually invest in new equipment and stuff like that people will exactly know um people will exactly know where what you spend your money on and they'll almost feel like they've made a small that they've that they've paid for a small part of this investment right so help them

see that they're getting more for their money it might be obvious to you but sometimes we need to spell out the link to make people truly appreciate the benefits like really never never um never assume clients know anything always just put it word for word right and not everyone will be aware that you've invested or upgraded so tell as many people as possible and 15 don't sell too much which I discussed a little bit as well early in this video follow the 8020 rule here so that 80% of your content is helpful valuable or entertaining

this can be stories about yourself if you had a weight loss Journey or a strength Journey right um uh diet tips all that sort of stuff and you want to be you want that to be 80% of your content on your Facebook group in your faceb on your Facebook page on your Instagram on your email list on your website right in your blog and you want to limit sales promotions to a maximum of 20 so one in five posts that is fine but that is the maximum if your goal is to increase gy memb uh

gym member retention then you'll need to resist the temptation to upsell like I know we're all business owners here I know we're always trying to make an extra 10 bucks right every dollar counts but sometimes that's not what you need to think about so there's nothing wrong with mentioning your product or services but they need to be positioned as beneficial rather than a sales pitch which can be pretty hard to do so not even focusing on that and just focusing on delivering value is more than enough right and there's a fine line and and getting

it wrong can backfire so instead of building loyalty you'll have you'll have undermined your authenticity and credibility and we recommend creating a Content calendar ahead of time right um to ensure you strike a balance between valuable and promotional posts get your calendar out plan your posts and make sure that four out of five of them are valuable um that actually help clients that are not not about your product that are entertaining helpful and then you can do one promotional post preferably at the end 16 show your personality look tend to be quite formal with well-crafted

content and considers calls to actions right and made by a marketing team and all that sort of stuff however blogs and social profiles provide an opportunity to showcase more of your Brand's personality which is what people want they're written from a human perspective than rather than that of a business right and this is person this personality is something that can keep members loyal because it creates human connection right so use your marketing channels to talk about your values what motivates you and what you struggle with with right get excited about new trends and be skeptical

skeptical of new diet fans just as you would be in real life use the same kind of language that you would uh you would if talking to members in real life so they can get a genuine connection from you be yourself and display that right another one and this is not really a retention strategy more of marketing strategy retarget previous customers the majority because maybe you made so much imp maybe you lost a lot of members a couple years ago because is you know just you just maybe you just started and you've actually made a

ton of improvements right retarget those previous customers the majority of ex-members already know you like you I hope and trust your business I hope so remind them of how much they used to love visiting and all the associated benefits that come with that because maybe and a good chance is they've not fixed the problems that they had when they joined right 18 which is our Dr basically engage called leads whilst you're at it contact all those people who came in but never actually bought this may not technically be your attention strategy but it still boost

your bottom line and right this is the database activation that we show you send a Dr every quarter encourage online interaction invite comment so that your blog and social media become two-way conversations right regular communication and interaction will develop your clients relationships you'll build bonds with members develop an online community and give people even more reason to stay loyal right the more social uh bonds that a member has within a club the less likely they are to leave so use your digital marketing to encourage conversations between your staff and members as well as between members

themselves Right End your blog articles and social posts with a question how do you feel about this what would how would you um go about this um more content like this right just question or request member opinions in the comment section right very powerful 20 give your existing members gold cards that allow them to bring a friend once or twice a month super easy print these out you know just a simple sheet of paper um and you can get a ton of members from that super easy and uh it's free right and it also you

know uh extra value for the CLI super easy I'm not even going to dive further into that this should be something that you should just have in place already if you don't you're really missing out so get this done today all right and the F and the last one which we're going to cover in another video as well is creative private Facebook group inviting existing members to be part of it will create a feeling of exclus exclusivity and show that you're providing additional value for free Facebook group which we're going to discuss in a later

video is so powerful it's free doesn't require that much work but it will will increase your attention to levels that you've never seen before so don't use it to promote personal training or products don't use it just like don't ever promote a product in there you're they're already members right the sole purpose of this type of group should be to create a community by encouraging interaction interaction between you and the customers and the customers between other customers right so Post open in questions that invite contribution for members and more on that in later videos all

right these are the 21 steps and like I said if you have all these 21 steps in your business which I'm sure you know I'm very sure that most of you don't there's definitely probably a some that you already have in there but if you have all these 21 steps in your business in the right way you're taking action on them consistently you're going to be in the top 1% of um retention average retention I can tell you that right now um and this doesn't need to be done in a week like you can add

a step every single week right but actually working L towards perfecting these 21 steps in your gym is the way to go from now on and that is going to be the action item as well download this PDF and go over every single step and start adding them to your retention System One Step at a Time start with one end at 21 right have your coaches and CSM if you have one watch this video as well right you as an owner should understand that your dreams your plans they need to be understood and also agreed

upon with your team members otherwise you're going to get nowhere so have your team members watch this all right guys I'll see you in the next retention video this was a very good one get to work guys this is the stuff this is really this is all you need and I see I'll see you guys in the next video goodbye