It is clear from all the conversations I have had with clubs in the second part of 2020 that the biggest issue facing the industry is getting members back. Many memberships are still frozen or suspended, and lots have cancelled. Furthermore, some members are still paying yet not visiting, and consequently are at high risk of cancelling.
Some industry research reports that most members will return (up to 88%). But the reality is that many have not yet. It is hard to remove bias from fitness surveys when they are mostly completed by the keen, raving fans of your facility. As clubs dip in and out of lockdown, member recovery is going to become a full-time, constant battle. Whilst it will feel like a battle, it is easier to re-engage your existing members than to find new ones.
To get more of your members back, you need to be smart and to work hard at it. You also need to have lower price options and accept that having lesser member revenue is better than nothing.
