January is just around the corner, and most clubs are hoping for a windfall of new members. It’s normally the best month for fitness membership sales, but for the last two years, many clubs have missed January due to lockdowns. By just opening your doors to members (fingers crossed), you should have the best January in recent memory. But getting loads of ‘new’ members is relatively easy. How can you maximise revenue and retention, and really put your business on the path to recovery?
You don’t need to go full “Centre Parcs” and double your joining fees in January (although I’ve written about this in the past – read more here). But discounting, waiving joining fees, and offering financial incentives is not a positive business strategy for many reasons. Let’s look at some of them.
