August is a great time to try to re-engage with your ex-members. We know that September is the second peak joining month (after January), so now’s the time to put your club in the front of people’s minds with a compelling ex-member campaign.
This is tip number 10 in a series to celebrate GGFit’s 15 years in business. Stay tuned for more, or read the series here.
We’ve been talking to lots of clubs about ex-member campaigns lately. Many businesses haven’t done much with ex-member data since re-opening post-pandemic. There are almost certainly some big improvements that you’ve made since then, or since those members left, so tell them what’s changed.
The ex-member database is a vastly under-utilized resource at many clubs. We find that most ex-members (over 50%) are not currently exercising, and they all know your club, so asking them to re-join will yield results, and ROI is clear compared to trying to recruit new members.
You could send a simple re-join offer, but it’s much more effective to ask for their opinion, have an interaction with them, and then offer them something in return. A simple survey (3-5 questions) can provide you with useful feedback, and at the very least, make them think you’re listening to their response. By all means, tell them about your new class timetable, the new changing rooms, or whatever else you've improved since they left, but make the communication two-way, and ask what they think, want, or need.
Focus your questions on positives, not why they left, but why they joined in the first place (what was their original goal). Follow this up with what their exercise or fitness goal would be today. If you want to include a couple more questions about classes, or support, that’s fine, then we’d finish off with “Where/how are you exercising at the moment”. Multi choice answers are easier to analyse: Premium/Private club, Leisure Centre, Low-Cost Gym, Small Studio/Other club/society, Solo/Running/etc, None.
Use the data, don't just focus on the return results
The key outcome for the campaign is to see how many re-join, or at least re-engage.
However, for each ex-member campaign, you want to know about open rate, click-through rate, response rate (and answer analysis), as well as re-join or redemption rate. Not all ex-member surveys have to result in re-joins… you are re-engaging with them, reminding them that you are still there, still care, and will be ready when they are ready to return.
Finally, please don’t use the clichéd old "No Join Fee” offer for ex-members. Here are some ideas to get you started.
Complete this survey/form (data collection & opt-in) and we’ll send you a:
- Class pass. Great if you’ve got a new class timetable to promote
- Guest Pass. Show them how you’ve changed, or what’s different about the club since they left
- Fitness Review. Like a regular member’s programme review, but a general chat about fitness, discussing exercises they can do outside the club
- Health Check. No need to join – come and find out about your body composition and get some coaching to improve your health and wellbeing (great success with these recently at several fitness businesses, check out HealthSeekers)
You could offer the ability to pass these rewards onto a friend, or bring in a friend in to join you for free (in return for their ‘prospect’ details and engagement too). Focus on helping people to exercise more and be healthier, and then keep them engaged... when they're ready, they'll rejoin!
*Don't forget to put a time limit on these offers, e.g. 1 month validity
Here to help
If you would like advice on strategy, definition, or implementation of your member challenges, please get in touch. This is what we do at GGFit. We work with public, private, and independent clubs, bringing learning and experience together from different models with a single focus on getting your members to stick around longer.
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