When is a good time to focus on gym member retention?
Since loads of people join the gym in January, and “will be gone by April”, surely March is the month to work more on retention?
Time for some myth-busting…
It’s true that lots of members join a health club in January, and even in the fitness industry, there’s an acceptance (at bad clubs) that they’ll be gone by April. Admitting this as the norm is poor business practice, and incredibly short sighted. You need to constantly work at getting members to stay (and therefore pay) longer. The days of retention through a 12-month contract and 3-month notice period are thankfully nearly all extinct, and nowadays most clubs work on retention through good customer service, added value and communication.
