In the last article, Inductions for Everybody, we explored why and how clubs should promote and encourage all new members to have an onboarding appointment; because members who do stay longer. That’s better for your business, and better for your members too.
The Airline Analogy
As many of us board flights over the summer, we’re given the option of Speedy Boarding; paying more to get on (and off) the plane faster than everyone else.What if we borrowed this idea in fitness?
Flipping the Script
The goal isn’t to generate more revenue, it’s to ensure more members get the activation they need to succeed.But what if we flipped the script?
There’s an argument to charge extra to new members who want to bypass the activation. If they don’t see the value of this important appointment, they could pay a small fee for Speedy Onboarding, or Activation Avoidance. After all, members who don’t have an activation tend to leave sooner and contribute less to your club's long-term success.The Data That Backs It Up
According to data from XplorGym, members who have an onboarding appointment stay four months longer on average. That’s a huge difference in retention and revenue.So, if a member opts out of this step, they’re statistically more likely to leave early. That’s a lower lifetime value. From that perspective, charging a fee, equivalent to a month’s membership, for example, makes business sense.
It’s Not About the Fee—It’s About the Choice
To be clear, this isn’t a strategy to squeeze more money out of new joiners. The real goal is to sell more onboarding appointments, whether that’s a full activation or a 5–10-minute QuickStart. These short sessions work well for members who say they’re experienced, returning after a break, or primarily using classes or the pool. (check the last article Inductions for Everybody for more info).Reverse Psychology That Works
You’re using behavioural nudges. By offering the option to skip onboarding, but attaching a value to that decision, you subtly reinforce the importance of the appointment.It’s like a congestion charge, a toll road, or a speed camera; not designed to generate revenue, but to guide behaviour. Most members, when faced with paying extra or taking a free, valuable appointment, will choose the appointment.
The 10p plastic bag charge reduced plastic bag usage by over 80% in many countries. It reframed a previously ‘free’ behaviour as costly, nudging customers to bring reusable bags instead.
The Outcome: More Engaged Members
This approach leads to:- More completed activations
- Stronger early engagement
- Better feedback and NPS
- Higher retention and referrals
Final Thought
Speedy Onboarding isn’t really about speed, it’s about value. If you position onboarding as something worth avoiding only at a cost, you elevate its importance and boost the number of members who engage with it.That means longer stays, stronger connections, and more success, for your members, and your business.
No comments:
Post a Comment