Measure your members progress to get them to stick around longer

Progression is key to keeping people engaged in any activity, particularly one that is hard, or part of a choice. Measuring progress through school with assessments, exams, or reports, music exams, colour belt gradings in martial arts, or levels on a computer game keeps us motivated to continue.

So, when fitness industry veterans ask, “remember when we used to measure everyone as they joined”, the response is “why don’t we do it so much anymore?”

This is tip 11 in a series to celebrate GGFit’s 15 years in business. We discussed progression briefly in tip 3, but want to expand on this important topic now. Read all the tips here.

There are so many better ways to measure progress now, without using scales, tape, or callipers. With body composition, we have medical grade devices providing so many stats on people’s health and fitness, and 3D (and 4D!) body scanners to show how people’s body shape has changed as they progress.

Creating meaningful interactions

From a pure member retention perspective, the results or readings are not the main point. It is more about a meaningful interaction between member and staff that counts. Standalone or self-service body composition devices in clubs are OK, but will leave lots of members feeling confused or demotivated if they don’t understand their readings. The education and coaching that a good instructor can deliver to members that need it will provide drive and get those members to stay longer.

Education

Education is absolutely key, both for the staff and the member. Instructors need to know how to explain the results to members, what they mean, and how they can improve. They also need to listen to the member, understand their needs and choices, and timescale for the next measurement.

Focusing on a handful of stats is also important, rather than trying to explain all 25+ readings. Again, it’s good to know what the member is trying to achieve, or interested in, before you start talking about segmental muscle mass, or visceral body fat.

Fear Factor

One of the regular objections is that members (especially new members) are not ready, or fearful of measurement. It’s important to clarify that we’re not using scales and callipers any more (some members who had an induction 20 years ago think this still happens though, which is why they avoid the appointment). 

For those who aren’t ready, who are fearful of seeing their stats at the start of their journey, or who aren’t yet ‘fit enough’, it’s good practice to take a ‘blind’ reading. Assure them that they don’t need to look at the readings today, and that you as their coach won’t look at the readings either. Then at the next appointment, or an agreed point in future, you can check and demonstrate progress from their start point, rather than starting measurements after the journey has already begun.

There can be a fear or reluctance towards 3D body scanning too. Wearing tight fitting clothing is not for everyone, particularly the gym-timidated, but for people wanting to change shape, it offers a great before and after progress measure, particularly with 3D printing options, for those that want it.

Pop off, Hop on

Body composition (Tanita, BodiTrax, InBody, SECA, etc.) offers a much less intrusive option. Pop off your socks, hop on the device, hold the handles, and it will take a quick reading. As discussed above, the reading is just a first step. The real value is interpreting and understanding the results, future goals, and actions that the member will take. This is why we always advocate coaching alongside the measurement, to make it a meaningful member interaction that generates actions, goals, and timescales for the next measurement appointment.

 

HealthSeekers

For every member who you are measuring in your club, there’s at least one non-member who would benefit from a health measurement and some coaching. They don’t have to work out or exercise in your club (yet), but you can still support them with a health check and a chat about their health. Find out more about HealthSeekers at ggfit.com/healthseekers, where you can download the playbook, listen to HealthSeeker Stories, or add your club to the HealthChecks map.

 

The HealthSeekers strategy started from retention tips. Looking to measure more members and motivate them to stay longer, but why stop at members? Extending the Health Check service to non-members opens your doors to new demographics, who can subscribe to regular support and coaching.