What really motivates members and increases membership length? We’ve discussed programming before, and seen impressive results from talking to members about their exercise programme. We know that it’s the staff-member interaction that actually helps improve visit frequency. Members’ goals are the critical factor in member retention; understand each member’s goal, and then support them in move towards the goal. Simply recording a member’s goal can have a profound effect on length of membership, as you can see here:
The graphic above compares average length of membership for members with goal(s) recorded in the Wellness System against members whose goals were not recorded. For both Casual and Contract members, membership length is considerably longer (over 60% longer for Contract members) when a goal is recorded in the system.
The figures are taken from a local authority club with around 2,000 active members and historical data for over 4,000 members. Other analysis shows trainers that record their members’ goals are more successful in terms of active member status and member retention. We were really pleased to see goal recording, and it will be actively encouraged moving forwards.
Taking a similar comparison using active exercise programmes shows quite a different picture:
There is very little difference between members who have current programmes and those whose programmes have expired. In fact, members with old programmes seem to stay longer. Changing the filters to included members whose programme recently expired does not change the trend significantly.
We’re not saying that you shouldn’t focus on updating exercise programmes, this staff-member interaction is important. What is clear is that during programme reviews, checking goals and aspirations is vital, and if you can record the member’s goal, especially a SMART goal (more soon) you will help to prolong their membership, which is good for everyone.
I’ve not been for a run for a couple of weeks, and have been slack during July to be honest, with golf, conferences and work trips getting in the way. What motivated me to go on a long run today then? Watching le Tour riders incredible efforts probably helped, an Eddie Izzard DVD last weekend always inspires, the fact I was slacking could have something to do with it, but I think the main reason was the extra pint at the end of the pub quiz last night, and wanting to redress the balance.
Here’s the route I took:
View Muswell Hill Runs in a larger map
My target was to see how far along Parkland Walk towards Finsbury Park I could get, and turn around after 30 mins, as that would be over 5km. From Muswell Hill to the Parkland Walk is very up and down, but Parkland Walk itself is a disused railway track, so relatively flat and straight. There were quite a few other joggers, some accepting my high-fives, some nodding hello, but a couple disregarding me altogether. Offering motivation to like minded people helps my motivation too, and there’s nothing like an unexpected high-five to cheer up your day.
Music helping me along the way came from the usual playlist, including Faithless, Rage, & Armand. Must set up a new playlist for August.
Got to Finsbury Park at 29 mins, checked in on FourSquare, and headed back along the track looking out for returning high-fives. Getting back up to Muswell Hill required a lot of effort, but thoughts of Schleck and Contador, and that Survivor tune helped a great deal!
Parkland Walk is a great track for a walk or a run… getting there from Muswell Hill (and back) is hard work, but it was great to do a 10k for July, looking out for events in August or September to join and help the motivation. Let me know of any 10k runs you’re considering in the comments below, and I’ll join you!
When it comes to maximising member retention, we all know communication is vital. Face to face contact is paramount, which is fine for the members who are in your club. But what do you do about the members who are not present, or who haven’t visited for a few weeks, or perhaps longer?
Re-motivating absent members
Visiting their home or office would be very effective, but economies of scale make this impractical for most clubs. Alternatively you can phone the member, which is often the first choice in retention policies. Although 55% of communication is visual, the tone of voice and words still come across on the phone. If you actually get through to the member there’s a good chance they’ll come back in, but often there’s a voicemail or no answer, which reduces the probability of success in bringing the member back. If this is the first phone call you’ve made to this member, this will also reduce the effectiveness of the communication.
It was a lovely hot day for the British Heart Foundation Canary Wharf Jog this Wednesday, and the crowds gathered as the early evening sun dodged between the tower blocks. Team GG Fit comprised of Zoe, Leigh and Guy (all completing the BHF Trilogy of Jogs) and Richie stood in ably for the missing Nigel. Runners at the exclusive Canary Wharf Jog are limited to 1,300 for health & safety reasons, so there were a few disappointed people hoping to register on the day.
As usual, once the jog started, it is clear why numbers are limited, as you dodge between buildings and try not to bump into the city drinkers along the banks of the Thames. The first two laps were slow going, with a few bottlenecks, but the field soon spread out, and our knees took a pounding on the hard roads and pavements.
Richie dropped back after a few laps, but the trio of Zoe, Leigh & Guy stayed strong and stuck together until the 8th lap, when Zoe & Guy upped the pace, motivated by the thought of catching Richie. He was lapped on our 10th lap, and encouraged with a “come on, only one more to go”.
After the distance disputes at the 2009 Tower Jog, the GPS showed that we had redeemed ourselves this year by running 11.5km. It certainly seemed like a long run, and after high fives, back slaps and hugs, we headed to join the drinkers by the Thames for a well earned cool down drink, or three.
A big thanks to everyone who has sponsored us, total raised to date it £1,155, click here to see the total, or to add to it!
Anna goes to join a gym, and as well as taking a quick profile test to check her exercise aspirations, she is asked how long she would like her membership to last. She thinks six months is a reasonable commitment, and that sounds fine for the club too. She asks about cancellation, and they tell her that she can cancel whenever she wants, with one month’s notice and no quibbles.
What if her motivation wanes? As well as regular newsletters posted through her favourite social network, she will receive tweets or texts to remind her if she hasn’t visited for a few weeks. Furthermore, after three months absence, the club will warn her, and then cancel her monthly payment*, at the same time sending her a few free guest pass credits.
This is the club of the future, a club that has supreme confidence in its staff and systems and their ability to motivate members. Its business model is not to continue taking money from inactive members, as they only spread a negative message. Nearly all new member sales are referrals by existing members, whose reward is that their friends are now at the same club. Staff are rewarded for retaining members, but their real motivation comes from seeing their members achieve results and enjoying their time in the club.
There a lot of debate about gym memberships at the moment, particularly related to length of contract, automatic renewal, and notice period.
Many large chains currently offer a minimum twelve month contract; the only choice is whether to join at one or multiple sites. If there’s a facility near your home and work, then the choice is made for you, and if not, there’s really no choice.
Smaller clubs also get driven down the contract route, particularly if they outsource collections to a Direct Debit agency, as the membership contracts are defined by the service provider.
Yet some new budget clubs and many local authority and trust run clubs offer a wide choice of memberships, from Pay & Play, Monthly, Annual, etc.
The future of gym membership will be about choice. And more choice will be a very good thing for the fitness industry in the long run.
*cancelling payment was suggested during a recent discussion with the director of a local council (the discussion was before the bar had opened!)
The second of the British Heart Foundation London Jog trilogy took place this week, and there was a great turnout for GG Fit and for the event in general. Of the 1,800 people taking part, we were represented by Zoe, Leigh, Nigel and Guy, who all ran the full 10km, and Tracy and Amelie (the newest member of the team) who just did one circuit.
The going was good on the soft grass in the moat, and the laps of the Tower of London being notched up. After the distance disputes of 2009, the BHF had recalibrated the number of laps up to 11, and as we neared the full distance, Nigel and Guy stuck together at the front, but Nigel broke into a sprint on the last lap to complete the 10km in just under 53 minutes, with Guy close behind, and Zoe and Leigh a minute and two later.
Medals were collected (and chewed by some to check if they were real gold)
After a brief warm-down, we enjoyed the now customary hospitality of Santander and the Co-Operative Bank which really helped to replace the calories burned around the jog, and to quench our thirsts. It was great to catch up with old colleagues and new staff from SMA Financial.
The third and final BHF jog is on 2nd June at Canary Wharf – come and support us, or join in. Alternatively, you can sponsor us by clicking here
Thousands gathered yesterday on a wonderful spring evening for the fourth annual BHF Hyde Park Jog. Entries were quickly processed, t-shirts collected, and then Mario from Fitness First led a great warm up from the bandstand. Team GG Fit represented by Zoë, Leigh & Guy were raring to go, motivated to all finish within an hour, and the promise of a pint afterwards!
With over 2,000 runners, the start was busy, but we soon settled into our rhythm, and stuck together all the way round the first (5km) lap, chatting a little, and enjoying the early evening sun and views of the park and the Serpentine. At the halfway point, Zoë stretched her legs and upped the pace, leaving Guy 20 metres behind, and Leigh 20m further back.
Guy plugged into his running playlist, and caught Zoë at about 7km as Insomnia by Faithless kicked in. Shortly after Bombtrack (Rage Against the Machine) dropped, Guy’s legs stepped up a gear, and he was cruising past people on the west side of The Long Water. Had he gone too early? Possibly, he thought, but then the opening refrains of The Eye of the Tiger started as he passed the final 1km sign, and this carried him through to the finish. It just goes to show, music can be a great motivator!
Final times – Guy: 54 minutes, Zoë: 54½, Leigh: 56½. Handshakes and back slaps all round with a few hello’s to some other familiar faces, and then off to the pub for that pint.
Looking forward to the next BHF jog on 5 May at the Tower of London.
Join us here: facebook event
Or sponsor us here: GG Fit Joggers
Health and fitness is increasingly becoming a lifestyle choice for many people, and the options available to train and keep fit are also expanding despite the economic climate. With the different options come different service levels and support from the club in achieving your fitness goals.
Budget clubs such as FitSpace, MiFit, and NuYuu are springing up all around the country, offering no frills memberships from £10 per month, some without joining fees or contract tie-ins. Existing gym goers are being convinced to switch and save money, but new users are also attracted by the low cost. Like budget airlines, the focus is on no frills, so members either need to be self-motivating or purchase classes or personal training sessions. For previous gym goers, this may be OK, but some of the new users will drop out unless properly motivated.
Beyond the chain clubs that most people consider when thinking of joining a gym there are other options in the traditional treadmill/bike/weights gym at prices that will fit most budgets but also offer encouragement and good customer service.
Many student or college gyms have public rates and offer a wide range of classes. The Institute in East Finchley has decent sized gym with a membership called Health Zone which provides a series of pathways to help focus on your goals, and keeps the staff in regular contact with all members. Member Tony says, “I like the monthly healthcheck and program review which makes sure I’m always getting value from my membership, plus the gym is right next to the tube, so it’s very convenient on the journey home from work.”
Personal training studios are also performing well at the moment, largely due to flexible membership options and the interactive nature of the business. “We are now attracting a different class of member with our new studio” says Browne Bailey of =Results on the border of Muswell Hill and Crouch End. “Our second studio is a classroom space for X-bike training, Kettlebells, Yoga, Boxing, and Parent & Baby classes. We put the same focus on our clients’ results as with the personal training studio, and it’s clearly a model that works for our members, as they keep coming back.”
Movers and Shapers in Muswell Hill has the same concept of buying a number of half-hour sessions, but a different environment with its PowerPlate studio. With almost 300 active members, but a maximum class size of 5 people, the staff are keen to help you to achieve and of course, to renew. “We only have a few instructors, but they are all selected for their motivational skills” says Store Manager, Chris Taylor, “We rotate instructors taking classes so that members and staff all get to know each other, and every member has staff interaction on every visit.”
For a totally different kind of workout, try a British Military Fitness (BMF) session. All classes are taken outdoors around the UK (Hampstead Heath and Finsbury Park in North London). With beginner, intermediate and advanced sessions at each meeting, BMF is not just for the super fit, nor is it run by army sergeants screaming at you Full Metal Jacket style. Member Emily says, “I love BMF, everyone gets on well; it is more sociable than a gym, and the instructors always find the perfect balance of pushing everyone’s fitness without humiliating anyone!”
If you’ve tried the gym and lost motivation, need more of a push, or just feel that you’ll drop-out before you begin, there are alternatives out there for you. You can fit your fitness into your budget, but make sure you also get the level of support that you need to achieve your fitness goals.
Many members who joined gyms in January are now at a high risk of stopping their visits, which in time will lead to cancellation of membership. Clubs who want to retain their members will be offering exercise programme reviews from 8-12 weeks of joining (some sooner), hoping to re-energise their members.
Regular exercise programme reviews are typically recommended for fitness benefits; muscle memory, cardio or strength improvements, and progression. However, the primary purpose is member motivation. Programme reviews are critical in maintaining regular visits: our research shows that just offering a programme review increases visit frequency, which improves member retention.
In January 2010, 1,225 members were offered programme reviews at 4 leisure centres across Huntingdonshire, and visit frequency increased by 47%, i.e. from once per week to 1.47 times per week on average per member contacted. Instructors were initially confused by the results, as less than one in 5 members had actually booked a programme review, but it is clear that contacting a member to offer a review drives up visit frequency. Jai Garcia, Instructor at One Leisure Sawtry, said “it’s really great to see the positive impact of our interactions with members, and to know that just offering a programme review will increase motivation”.
We’ve visited many clubs that claim to review programs every 8 weeks, only to find the first ten cards in the file had all expired. So why do we find that on average three quarters of members at gyms and health clubs have an expired program? The two main reasons are the systems and rules being used to manage the programme review process. Work on one or both of these, and as a club you will improve your member retention, or as a member, you will improve your motivation and fitness.
Systems range from a simple card based box file to state-of-the-art Exercise Management Systems (EMS). If you can afford an EMS like Technogym’s Wellness system, then go for it. Your members can have a tailored exercise programme with start and expiry dates (or number of sessions to expiry), and both the club/trainer and member will get a reminder when the programme is due for renewal. In the middle ground, there are online solutions like the Interactive Fitness Manager (IFM) from FusingFitness and PocketPT, both of which can support clubs or individuals to maintain a current program. We’ve also worked with clubs who use members’ exercise cards, which with a little admin, also works as a system. Reception staff flip through the card boxes each week, flagging members who need to be offered a programme review, and the date that the review is offered or next required is noted on each member’s exercise card following contact. Colour coded Post-it notes are an inexpensive but efficient retention tool!
It is important to remember that rules are there to be broken when setting retention policy. Programme reviews every 8 or 12 weeks will work for the club as a whole, particularly for new members, but one size will not fit all. It is most important to check and record each member’s goals and timescales at the initial programme and at subsequent reviews. A member who visits three times each week will probably want to review their programme sooner than someone who only visits once per week. So consider setting a number of visits review (think car services – 1 year or 12,000 miles, whichever is sooner). Ultimately, it should be up to the member when they want their programme reviewed; someone who only wants 2 reviews per year should be asked every 6 months, rather than drop out of the system, or be asked every 8 weeks. In general, a reminder after 8 to 12 weeks or 20-30 workouts is good as a recommended standard or for a new member.
This is one of the reasons for the success of personal training studios where members buy a number of sessions. A review is built into the end of each block of visits purchased, with progress, goals and achievements assessed, which should lead to a further block booking. “A review after 8, 12, or 16 sessions is integral to our business model” says Browne Bailey, owner of =Results in Muswell Hill. “We show our members that they have achieved their goals, and they keep coming back for more”.
So keep it simple, or make it as complex as you and your systems can handle. Ensure all staff understand the system, what the recommended rules are, and how to bend them. Most importantly, try to keep your members on a regular programme review cycle. And for those people that don’t currently want a programme review, ask them again in 11 months’ time at the latest.
We find ourselves in February once again, encouraged by January’s new member sales, despite the difficult climates (financial and meteorological). Some staff put their feet up after all those inductions, but now is the time to work even harder at retaining members.
Member questions:
- How many new members in January?
- How many inactive members “re-joined”?
- How do you make other members feel valued too?
Motivation / Programming:
- When is the next appointment with each new member?
- Will a program review motivate them, or not?
- What will motivate them – friends/class/PT/outdoor/GP?
If a member has not been for n days, will you:
- Call or text?
- E-mail?
- Send them a banana?
(and what is n?)
There are only 4 weeks in February. Make them count!
