Lessons from Budget Clubs – Part 2 – Data Motivation

Last time around we looked at how budget gyms or low cost clubs differentiate themselves on contracts, sales and service. Once a member has joined any type of club, they often turn into a number, probably more so at a low cost club. However, because of their business model, budget gyms capitalise on these numbers much better. Let’s look at how they gather, examine, and then use the numbers to their advantage.

Lessons from Budget Clubs - Part 1 – Ripping Up the Business Model

Budget clubs, or low-cost gyms as some prefer, are creating a paradigm shift in the leisure industry. Love them or loathe them, there are valuable lessons to be learnt. We’re going to summarise our insights in this series of short articles. Every day is a school day!

Workout Magazine July 2011 - Member Programme Reviews Get Results

Programming for Retention

The exercise programme review is a key part of most clubs’ member journey or retention strategy. Despite this, very few reviews are being completed, which leads to poor member retention. One of our strategies is to offer every member a programme review, when they want it, but allow them to defer it.

A couple of award-winning clubs I know pride themselves on their exercise programme renewal, but analysis showed that over 70% of members’ programmes had expired at both.

Member Interaction on the Gym Floor

Many clubs are coming round to the idea that investing in member retention is at least as important as sales. The fitness team are the people that know your members best, and their interactions are key to member retention. Ensuring that the different types of member contact are effective really pays off. A 1,000 member club charging £35 per month can generate an additional £35,000 by extending member’s length of stay by just one month.