Have you been a member before? The question to a new joiner seems so innocent, but it is potentially opening up a big loophole* to dodge out of one of the cornerstones of member retention…
A couple of new clients this year, when asked about their new member induction** rate quoted “around 80%” (a figure based on feeling, rather than data). They go on, “and we’ll be hard pushed to do any better, because the other 20% are re-joiners”.
Why don’t re-joiners get an induction, we ask? “They already had one”.
This opens up so many questions… When was their last induction (last year, 10 years ago)? How was it? Did they really have one (can you prove it)? And so on.
The member has left once already, let’s reduce the risk of them leaving again. Have their goals changed? Do you have different staff and better processes in your gym now? Would you like a better (or just another) shot at getting them into classes, or PT?
Don’t cop out of inductions. Members who have a welcome session stay longer. If you skip this step (especially for re-joiners), you’ll lose the member sooner.
* It’s important to ask about previous experience when a member joins, but if this is a pre-cursor to skip the induction, then you need to take a good look at your staff. They need to totally believe in the value of the induction, and sell it to every member. Ask about experience to build rapport, tailor the tour, membership, or help choose the instructor that will do their induction. But never ever use this as an excuse to miss this critical appointment.
** calling your induction a welcome session, getting started, first appointment, step 1, etc is a good move. It will also differentiate from the gym induction that a member might have had last year, or 10 years ago!
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