On health club membership retention, the age-old debate endures on the value of dormant members - those who have memberships but rarely use them. Are they a burden or an opportunity? In this article, we explore the concept of dormant members, highlighting the potential benefits for both gym and member. We'll discuss the art of re-engagement, optimal timing, and strategies to transform these sleepers back into active members.
Discover why it's not only ethical but also a smart business move to prioritize these members, reshaping the fitness industry into a healthier, more sustainable business.
There’s been some discussion in health club news recently about how ‘sleeper members’ of gyms and health clubs still get ‘real benefits’ of being a member despite not visiting. Some feel it will motivate them in future or enjoy the fact that they can [could] go when they want to, while others 'feel good' about having a membership they don’t use.
