Friday, 30 September 2016

Your members have goals, how about your club?

Members are motivated by having a goal, and members with well-defined goals stay longer. But what about your club? Do you have some simple, but well defined goals for the short and long term?

Members with goals stay longer

For a member, goals are not “lose weight”, “get fit”, or “bulk-up”. Members stick around longer with a personalised goal statement, ideally defined and written down themselves, so that they take responsibility. You can help them get to their goal with good coaching and open questions, asking about how much, by when, and checking in on how they will feel when they’ve achieved the goal.

By the same argument, club goals are not “increase retention”, “reduce attrition”, or “get members to stick around longer”. And while “help all our members achieve their goals” sounds great, it’s not a good long term motivator. Your club goal doesn’t have to be totally SMART, but better defined business goals that are written down will help you to help your members to achieve their goals.

Here are some examples:

  • Ensure all new members make at least 4 first month visits
  • Increase active member percentage every month for the next 6 months
  • Collect feedback from at least 50% of leavers, and create one action or change per month

Goals like these will deliver increased retention, but are easier to measure and affect more dynamically. Please share your goals or ideas in the comments below.

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