tag:blogger.com,1999:blog-91580544614956017012024-03-18T21:50:38.674+00:00Go Get FitArticles, ideas and initiatives to help improve member retention in the health club industry.
Our aim is to help people to be fitter and healthier. To achieve this, we work with fitness clubs to get your members to stick around longer.guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.comBlogger455125tag:blogger.com,1999:blog-9158054461495601701.post-68854286716567465952024-03-18T21:49:00.005+00:002024-03-18T21:49:39.799+00:00When should you focus on retention efforts?<h4 style="text-align: left;">When is a good time to focus on gym member retention? </h4><h4 style="text-align: left;"><i>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? </i></h4><h4 style="text-align: left;">Time for some myth-busting…</h4><p>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.</p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhLuojKwbbyOD8zjc20DJ8EbQ6DYl_jO0CRE2qXF5laCJv8yiM5XII6UGhwCgaIjOPgOI1d0GsUMO34N2YxtXg2B0GteU_XHqtfC4CwxViIAym7E7LHW0YhKE8-UxBHJm4P3OthgNxoRsjhh5A5csLebxhwRGtGAk8YQDHPisJg3dYhH_4gmE_A1TqRqm2I/s6000/pexels-julia-larson-6455927.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="4000" data-original-width="6000" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhLuojKwbbyOD8zjc20DJ8EbQ6DYl_jO0CRE2qXF5laCJv8yiM5XII6UGhwCgaIjOPgOI1d0GsUMO34N2YxtXg2B0GteU_XHqtfC4CwxViIAym7E7LHW0YhKE8-UxBHJm4P3OthgNxoRsjhh5A5csLebxhwRGtGAk8YQDHPisJg3dYhH_4gmE_A1TqRqm2I/s320/pexels-julia-larson-6455927.jpg" width="320" /></a></div><br /><p><span></span></p><a name='more'></a>Retention is something to work on all the time. There are typically more new joiners in January, but also in September. Perhaps you have twice the usual number of new monthly members in January, but new members are joining throughout the year.<p></p><p>So, there are more new members to retain early in the year, but starting the retention focus in March is another moot point. Retention efforts should start as members join (or even before), as you collect contact details and opt-in, encourage uptake of inductions, classes, programmes, and body composition measurements. You need to build rapport, confidence, and the habit of visiting regularly. </p><p>Badly run clubs claim to be incredibly busy in January, and then take their foot off the gas in February and March. If you have had a busy January, you need to build on the success of your new member sales, not with more sales, but with double the retention effort.</p><h3 style="text-align: left;">Three types of New Member</h3><p>January sees an increase in active member percentage too, which means you also need to focus on motivating your existing members. Some clubs will look at three subsets of ‘new’ member they are trying to retain; brand-new members, new members who’ve been members before, and existing members who have started visiting again. All three types need attention and motivation if you’re going to improve your retention, the returning members just as much as the brand-new ones, after all, they’ve dropped out before!</p><p>On the flip side, monthly attrition varies widely from business to business, but can often run higher in August (and December). Focusing your retention efforts in August will save a few leavers in September or October, but to save the August leavers, you need to put in the work in May and June. And like the January joiners, members are leaving most months.</p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEioAfgq26aDht7jvZ9IpPb3-sqrnVavMN3v9gEZmrvpbh8yp28PAGb412AGwMXPZNHX2L7yy89ZIjEH1vLeenLNkPCDRmJm-o-hrOw95TvGWlSQpi2Tc0qQsY7GTSglssAr6nvf2ZDrdZ_gYssYSUmO2juCJF8RlQeBWwTIgQNgFtY9LQUY5PKaVj1Sg79v/s6000/pexels-julia-larson-6456140.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="4000" data-original-width="6000" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEioAfgq26aDht7jvZ9IpPb3-sqrnVavMN3v9gEZmrvpbh8yp28PAGb412AGwMXPZNHX2L7yy89ZIjEH1vLeenLNkPCDRmJm-o-hrOw95TvGWlSQpi2Tc0qQsY7GTSglssAr6nvf2ZDrdZ_gYssYSUmO2juCJF8RlQeBWwTIgQNgFtY9LQUY5PKaVj1Sg79v/s320/pexels-julia-larson-6456140.jpg" width="320" /></a></div><br /><h4 style="text-align: center;"><i>The best time to plant a tree was 10 years ago. The next best time is today.</i></h4><h3 style="text-align: left;">If you want to be raising your retention game this March, here are three tips:</h3><p>1. Re-offer inductions (aka activations, welcome sessions, meet the coach appointments). Market these to all members who have not had one, especially no-shows, re-joiners, or existing members who started visiting again in Jan, etc. (or just all members!)</p><p>2. Offer a programme review / body composition / check-in to all members to see how they’re progressing with their 2024 goals or general health/fitness improvement.</p><p>3. Run a fitness challenge (simple, varied, inclusive) to keep all members active, visiting, competing with each other and themselves. Let’s Move for a Better World is a great example of a global challenge from Technogym.</p><h3 style="text-align: left;">Here to help</h3><p>If you would like advice on strategy, definition, or implementation of your member onboarding processes, 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.</p>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-73074253017658284742024-02-09T14:29:00.004+00:002024-02-09T14:29:47.941+00:00Choices & Coaching for Health<h2 style="text-align: left;">“I don’t want to tell people what to do (e.g. join a gym, don’t eat takeaways), but I do want them to be healthier… how do I do it?” asked Kim Leadbeater MP at #ActiveUprising last week.</h2><h4 style="text-align: left;">This was the best question in a whole lot of brilliant speeches, panels, pitches, and discussions at the ukactive annual conference. Kim has a passion for health and fitness, and is a force for change in the work she does. </h4><p>We love her “<a href="https://fabians.org.uk/publication/healthy-britain/" rel="nofollow" target="_blank">Healthy Britain – A new approach to health and wellbeing policy</a>” paper from March 2023, and also enjoyed listening to her talk at the Why Sports conference last year.</p><p>Kim's speech and subsequent panel debate at Active Uprising really talked to the need for more of a coaching approach in health and fitness, rather than the traditional prescription or programming methods we are used to.</p><p>Simply put, if people choose their own pathways, they are much more likely to follow them, and succeed, than if they are told what to do.<span></span></p><a name='more'></a><p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBV5Ho3n6LEVka1orf9V8cPfbWU25G2y29W0bfrM2oKQpx4wIC0maAXmz76xr_oI6O5HHh8JVGhD1RAzw2Vvd4n6Rc138sPpUkVkugG1FrPJJQ4Jzz_u2-xTK3E8t9_x9KPTyT24B3rby-0loVf7MD4GOooBjnnyLX8DhMPCSsi5SciSIe1wrmrT_j8IDE/s5434/javier-allegue-barros-C7B-ExXpOIE-unsplash.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="3623" data-original-width="5434" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBV5Ho3n6LEVka1orf9V8cPfbWU25G2y29W0bfrM2oKQpx4wIC0maAXmz76xr_oI6O5HHh8JVGhD1RAzw2Vvd4n6Rc138sPpUkVkugG1FrPJJQ4Jzz_u2-xTK3E8t9_x9KPTyT24B3rby-0loVf7MD4GOooBjnnyLX8DhMPCSsi5SciSIe1wrmrT_j8IDE/s320/javier-allegue-barros-C7B-ExXpOIE-unsplash.jpg" width="320" /></a></div><br /><p>This applies equally to health as fitness; a GP telling a patient to take a prescription, a physio giving a sheet of stretches for rehab, or an instructor writing a programme for a gym member. Admittedly there are limitations and stresses on a 10-minute GP appointment, but this is where health coaching can help people looking to make positive changes.</p><h3 style="text-align: left;">Choose your exercise programme</h3><p>In a health club, a great programme review (or initial workout on an induction) is where the instructor asks the member what they’d like to do. By giving them the choice of equipment, or asking how their friends exercise, the member is much more likely to complete their workout on their terms and in their timeframe. Some members will look to the instructor as the expert, and ask their advice, which is fine. But in these situations, the coach should make some suggestions and ask the member to choose from them. This way, the member is not being told what to do, but is choosing what to do.</p><h2 style="text-align: left;">Choice (n) – the act of choosing between two (or more) possibilities.<br />Also Choice (adj) – of good quality.</h2><p>The fitness industry’s workforce: instructors, personal trainers, coaches, health team members, etc. are well positioned to deliver health interventions. We need to upskill some staff with understanding behaviour change, building empathy, and other coaching soft skills, which is where the Health Seeker Coaching course we developed with Future Fit for Business helps.</p><p>By talking about health as well as fitness, we make our facilities more appealing to the 85%. And if we can help signpost people to other wellbeing services, rather than just the gym, classes, and pool, we can move towards and beyond 20% of the population visiting our centres. Visit for a health check and some coaching, then take your exercise elsewhere, or specialist advice, for nutrition, sleep and so on. Its about choice, either supporting people with their own choices, or offering a range of options for them to choose from.</p><p>Most people don’t want to work out, but most people do want to be healthier. As Kim says, we can’t tell people what to do, but we can offer them choices, and support them with changing to healthier behaviours.</p><h3 style="text-align: left;">HealthSeekers</h3><p><a href="http://ggfit.com/healthseekers/" rel="nofollow" target="_blank">Click here to find out more about what we call HealthSeekers, with HealthSeeker Stories (a podcast), the HealthSeeker playbook, or the HealthSeeker Coaching course developed in partnership between GGFit and FutureFit for Business.</a></p>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-12313511874762716232024-01-17T11:59:00.002+00:002024-01-17T11:59:13.153+00:00Motivation, Behaviour Change, and Health Coaching for the Fitness Industry<h4 style="text-align: left;">I’ve been thinking a lot about motivation over the holiday season, reading articles and listening to podcasts from inside and outside the fitness industry. Conversations with clients, partners, and trusted advisors feed and reinforce my thoughts on this, so here they are.</h4><h4 style="text-align: left;">I’m talking primarily about motivation to be active, or to be healthier, of course.</h4><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgRjaKrSYUzbtYezNak62QNh9r7eVISnSxMw0PuIyEF5ys9mxxKPCPVXNXe_OF700FF-ENlv-ixwVkH_Kaf8CCpHdqgPr1oaK8oA6PLZlCBZQtBQVZszbBcuU8BEqXoOuEr0Zqr5wHWxgrWGfdN-nf5STSdNxE2izdFAoeuQN8Gm8kSCClWhyphenhyphenrdZNcW0_3b/s5184/yayan-sopian-jQqn81J-PhQ-unsplash.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="3456" data-original-width="5184" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgRjaKrSYUzbtYezNak62QNh9r7eVISnSxMw0PuIyEF5ys9mxxKPCPVXNXe_OF700FF-ENlv-ixwVkH_Kaf8CCpHdqgPr1oaK8oA6PLZlCBZQtBQVZszbBcuU8BEqXoOuEr0Zqr5wHWxgrWGfdN-nf5STSdNxE2izdFAoeuQN8Gm8kSCClWhyphenhyphenrdZNcW0_3b/s320/yayan-sopian-jQqn81J-PhQ-unsplash.jpg" width="320" /></a></div><br /><p>It’s worth noting that behaviour change is very difficult, particularly when it comes to being active. It’s becoming more difficult too. Fast food or anything else we need can be delivered on demand to our door, while TV or social media sticks us to our couches, and AI is doing more of our actual thinking of us, while we sleep less. I’m not sure if we’re turning into the human characters in the film WALL-E, being softened up so that we can’t fight the Terminators.</p><p>So, behaviour change is difficult… we need more support and more motivation, to combat the evil kangaroos driving us towards an early grave.<span></span></p><a name='more'></a><p></p><h3 style="text-align: left;">The Gym Bunnies</h3><p>15% of the population are motivated to join a gym or health club, and some of those will get a great onboarding experience, be encouraged by staff, group exercise instructors, personal trainers, and these members will stick at their new exercise programme. </p><p>Others will be determined to make the most of the membership as they are paying monthly for it, and this commitment works for them.</p><p>Working out with a friend is great for accountability, and lots of people talk about the value of small group PT sessions on the gym floor as helpful for lots of reasons; getting into a fitness routine, as well as sticking at it, meeting other like-minded people, and accessing PT skills, knowledge, and inspiration. It’s also more affordable than one-to-one PT.</p><h3 style="text-align: left;">The 85%</h3><p>Many more people can’t or won’t join a gym though, for many reasons. Cost and location are big factors, but so is intimidation, fear, unfamiliarity, or “not being fit enough”, which really is about confidence and feeling that the gym isn’t for people like them. We need to do a whole lot more as an industry to be inclusive, accessible and show that we’re able, willing, and keen to help more people with their health and wellbeing, rather than just fitness and strength.</p><p>Buying a dog is a great way to ensure you get outside for at least one daily walk. Dogs are twice as popular as joining a gym, <a href="https://ggfit.blogspot.com/2022/07/why-are-dogs-twice-as-popular-as-gyms.html" rel="nofollow" target="_blank">based on some survey stats</a>! There’s no contract, but it’s a long-term (lifetime) commitment, it’s expensive (food, insurance, vets) and you have to pick up after your dog. Yet more people went for this option during lockdown, and are out walking their dogs every day, plus they’re getting the great health benefits of being active outdoors.</p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKKIA2hyeAHrSAg8Jtzl_okEW5hscQR_Q6wekEK6Th74T1Cg2d7jnK7n0DpUCxM-_2a9OAganK5Kw80_tM3oWLEW6_G2orslIsuS0pbHO-Oa1HLWIkqbg-sQ2qbDSKpk_FYFO92xKTJRfGGZ0AI-Enz40AbDsyNmh-Cu1s9xXeQjZen7xymR0_fTf1FVcj/s1024/Dog%20Walk.jpeg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="683" data-original-width="1024" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKKIA2hyeAHrSAg8Jtzl_okEW5hscQR_Q6wekEK6Th74T1Cg2d7jnK7n0DpUCxM-_2a9OAganK5Kw80_tM3oWLEW6_G2orslIsuS0pbHO-Oa1HLWIkqbg-sQ2qbDSKpk_FYFO92xKTJRfGGZ0AI-Enz40AbDsyNmh-Cu1s9xXeQjZen7xymR0_fTf1FVcj/s320/Dog%20Walk.jpeg" width="320" /></a></div><p>There are many more options to be active, or move more, besides the gym or leisure centre. Team sports, parkrun, online workouts, outdoor gyms, golf, gardening, or simply walking. And there are even more ways to be healthier, from nutrition and hydration, to sleep and mindfulness. </p><p>But more motivation is usually needed. Being in a team or group really helps with accountability, however, the capability of a coach or instructor can be a big benefit, if the coach understands behaviour change.</p><p>Measurements are another way to inspire many people. However, being weighed or having body fat measured with skinfold callipers is rarely a positive experience, but today’s body composition devices give readings that can help educate and activate people. Metabolic age is usually a huge motivator, and if people understand a little of what goes into it, then they can start to take action to reduce their body age, with light to moderate regular activity, or by improving hydration, for example.</p><h3 style="text-align: left;">The Future of the Fitness Industry</h3><p>This is where the fitness industry must focus its efforts. Our staff hold the key to motivate people to be healthier, just as long as we realise that the majority don’t want to do this inside our facilities. Treadmills, kettlebells, and group exercise are all great for the 15% we already have as members, but it will be a big struggle to convert many more. Instead, we must support the 85% with measurement and coaching, encouraging them with their own healthier choices, and perhaps even joining them on a walk or run in the park, or setting up and maintaining a group for people with similar health goals.</p><p>A great instructor or coach will sit down with 50 new members in January for their activation, and talk about goals, lifestyle, experience, and what the new gym joiner wants to achieve. They’ll make them feel at ease, get them on the Body Composition device or similar for a measurement, book them into a class, and book a follow-up appointment when the member wants it, or typically in 4-6 weeks’ time. </p><p>There’s no reason why that coach can’t follow the same activation process for someone who doesn’t want to join the gym or attend classes, but does want to subscribe to a support service to be healthier. It’s all about behaviour change, which is hard on your own, but easier with a coach, or even better, with a coach led group.</p><h3 style="text-align: left;">HealthSeekers</h3><p><a href="http://ggfit.com/healthseekers/" rel="nofollow" target="_blank">Click here</a> to find out more about what we call HealthSeekers, with HealthSeeker Stories (a podcast), the HealthSeeker playbook, or the HealthSeeker Coaching course developed in partnership between GGFit and FutureFit for Business.</p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjtPr9YWmzR9eZMIr0Lh_NtaWb2OXY0CZPusluczr81hZSZ7wbO_iHaGv0tfjA3b3jN76L1tNX1X5dTU2hGgEshZ-qDLx76K-daBDSUdPPFgW9YuTT6043g49PN2CaESpFEqkJfxPPINGLNvAuer0fhfI40plXxQb_pEqv_8C62nVFx27LNrYdD-bm52M_m/s1280/Health%20Seeker%20Pyramid.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="720" data-original-width="1280" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjtPr9YWmzR9eZMIr0Lh_NtaWb2OXY0CZPusluczr81hZSZ7wbO_iHaGv0tfjA3b3jN76L1tNX1X5dTU2hGgEshZ-qDLx76K-daBDSUdPPFgW9YuTT6043g49PN2CaESpFEqkJfxPPINGLNvAuer0fhfI40plXxQb_pEqv_8C62nVFx27LNrYdD-bm52M_m/s320/Health%20Seeker%20Pyramid.png" width="320" /></a></div><br /><p><br /></p><div><br /></div>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-62877725920791888022023-12-13T08:03:00.001+00:002023-12-13T08:03:00.132+00:0015 Retention Tips for 15 Years<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWTtAzhR3kWwL7b_gvSIsOqENAx_CeD9l2vqPkfeAaIvLpGuwbCjDLsbObpr4mF16IElvWdV85ykZ_1eMg-xHvEElhIdUD8l8WSrU8mzSMHHtaV7U3DOO-APhIanRux7Hn2UE2ZC224iMt4luu8PoW81w1BM_vgM3mP2EzUNuLR1_RxS2QH04kagKdDAta/s570/15-years-balloons%20slim.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="380" data-original-width="570" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWTtAzhR3kWwL7b_gvSIsOqENAx_CeD9l2vqPkfeAaIvLpGuwbCjDLsbObpr4mF16IElvWdV85ykZ_1eMg-xHvEElhIdUD8l8WSrU8mzSMHHtaV7U3DOO-APhIanRux7Hn2UE2ZC224iMt4luu8PoW81w1BM_vgM3mP2EzUNuLR1_RxS2QH04kagKdDAta/s320/15-years-balloons%20slim.jpg" width="320" /></a></div><h4 style="clear: both; text-align: center;"><span style="text-align: left;">To celebrate 15 years of GGFit, we’ve published 15 retention tips across our articles in 2023. As the year draws to a close, here’s a summary of all 15 tips, click to read the detail on the blog.</span></h4><p></p><ol style="text-align: left;"><li><a href="https://ggfit.blogspot.com/search/label/GGFit15" rel="nofollow" target="_blank">Sell Retention</a></li><li><a href="https://ggfit.blogspot.com/search/label/GGFit15" rel="nofollow" target="_blank">Onboard Everyone</a></li><li><a href="https://ggfit.blogspot.com/search/label/GGFit15" rel="nofollow" target="_blank">Promise Progression</a></li><li><a href="https://ggfit.blogspot.com/search/label/GGFit15" rel="nofollow" target="_blank">Upselling for Retention</a></li><li><a href="https://ggfit.blogspot.com/search/label/GGFit15" rel="nofollow" target="_blank">Referrals & Reviews</a></li><li><a href="https://ggfit.blogspot.com/search/label/GGFit15" rel="nofollow" target="_blank">Challenge Your Members to stay longer</a></li><li><a href="https://ggfit.blogspot.com/search/label/GGFit15" rel="nofollow" target="_blank">What do Communities mean?</a></li><li><a href="https://ggfit.blogspot.com/search/label/GGFit15" rel="nofollow" target="_blank">Absentees Are Back!</a></li><li><a href="https://ggfit.blogspot.com/search/label/GGFit15" rel="nofollow" target="_blank">Saving Cancelling Members</a></li><li><a href="https://ggfit.blogspot.com/search/label/GGFit15" rel="nofollow" target="_blank">Making the Most of Ex-members </a></li><li><a href="https://ggfit.blogspot.com/search/label/GGFit15" rel="nofollow" target="_blank">Progression as a Retention Process</a></li><li><a href="https://ggfit.blogspot.com/search/label/GGFit15" rel="nofollow" target="_blank">Dormant Members – Do Something!</a></li><li><a href="https://ggfit.blogspot.com/search/label/GGFit15" rel="nofollow" target="_blank">People Power – Culture & the 3-metre rule</a></li><li><a href="https://ggfit.blogspot.com/search/label/GGFit15" rel="nofollow" target="_blank">Experience Your Experiences</a></li><li><a href="https://ggfit.blogspot.com/search/label/GGFit15" rel="nofollow" target="_blank">A Culture of Feedback<span><a name='more'></a></span></a></li></ol><p></p><p>We hope some of these have resonated with you, and that they have helped clubs to get members to stick around longer, boosting health, fitness, and happiness. </p><p>There are exciting plans to bring you more education, partnerships, and other ways to share, learn, and boost your member retention in 2024. Watch this space, or like, subscribe, and share with your friends and colleagues.</p><h4><span style="font-weight: normal;">If you want to discuss member engagement, or want to add to the debate, please comment below, or get in touch.</span></h4>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-1606955210418605642023-12-12T08:01:00.009+00:002024-01-03T09:46:23.497+00:00Expand, Franchise, or Sell - The Independent Gyms Winter 2023 Panel Debate<h4 style="text-align: left;">The opening panel at the Independent Gyms Conference is designed to get delegates thinking, interacting, and sharing ideas. The session introduced three gym owners who spoke candidly about their businesses, their experiences, and the lessons they've learnt along the way. <br />We heard all about the details, drivers, and motives that lead gym owners to expand their operations, to franchise, and to sell the businesses they've built. <br />There was some great audience interaction and questions as always, and delegates were talking about the session all day.</h4><div class="separator" style="clear: both; text-align: center;"><img alt="Independent Gyms Panel Debate" border="0" data-original-height="1400" data-original-width="3264" height="171" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg9XL-hD_eakUud5ssQG9Sk4uoY0RRzsMKZnJ1725v8plBMtyXXrvOIcZJh2vJRn5MATFE3GrG0RGlpl6974W7IbPcVd5aH8xTbAKZ_-tRIiU9VeQ3FAIcqOKon5TWKZaSewevbaLq-YmXbAa5uU3dNl3CmCAvUAasiLBnN9wqAOcJVm4nzKWvjvKOSTnWN/w400-h171/DSC_2749.JPG" width="400" /></div><h4 style="text-align: left;">Expand, Franchise, or Sell - Independent Gyms Winter Conference</h4><span><a name='more'></a></span><p><br /></p><h3 style="text-align: left;">NR Health Club, New Revolution Health & Fitness Club 24/7 [Norfolk]</h3><p></p><ul style="text-align: left;"><li>Owner: Nathan Gostling (formerly Riverside Leisure Centre)</li><li>6 sites; Attleborough, Dereham, Great Yarmouth, Lowestoft, Watton, Wymondham</li><li>No contracts, free classes & 24hr access at all gyms.</li><li>Membership from £23.99 pcm, average £25</li><li>Average Membership numbers: 900-2,000 per site</li><li>Website: www.nrhealthclub.co.uk </li></ul><p></p><p><br /></p><h3 style="text-align: left;">Anytime Fitness [Swadlincote, South Derbyshire]</h3><p></p><ul style="text-align: left;"><li>Owner: Sharon Bhullar (formerly NHS Prog/Proj Mgr, Dominoes Franchisee, food startup, etc!) </li><li>Single site, Convenience, Community, & Coaching, 24/7 </li><li>Membership £36.99 pcm or £407 annual</li><li>Grown from 70 to 1,000 members in 11 months</li><li>Website: www.anytimefitness.co.uk/gyms/uk-0451</li></ul><p></p><p><br /></p><h3 style="text-align: left;">life:lab [Chislehurst, Kent]</h3><p></p><ul style="text-align: left;"><li>Owner: Adam Daniel (also coach & facilitator in leadership, human performance, natural health & movement, former master trainer @ Wattbike, MyZone, lead presenter at FitPro, & highly successful PT)</li><li>Premium Training Experience, PT and small Group Training Studio & “Lab”</li><li>Membership £99-199 pcm, or PT sessions from £60 ph</li><li>Website: www.lifelab.co.uk</li></ul><p></p><p><br /></p><span><!--more--></span><p><b>Nathan</b> talked about his why, having grown steadily with one club per year over the last six years. Even back when he was working at local leisure centres, he dreamed of running his own gym. The expansion to a second and subsequent clubs came as an opportunity, but also a challenge. He visited a franchise day and learned a lot but was also told that the location he had in mind wasn’t a good fit. That location is now one of his biggest clubs, so it just goes to show that the franchise formula or model isn’t always right.</p><p>One of his biggest lessons was around staff and hiring, and ensuring that his management team have the same principles and ethos as himself. </p><p><br /></p><p><b>Sharon </b>has built and run other franchise operations outside fitness, so when considering a health club business, franchise was always the route for her. She bought an existing club that needed renovation and attention, particularly on membership pricing and processes, and has grown from 70 to almost 1,000 members in under a year. The support from Anytime Fitness has been invaluable, it helps that Sharon understands and follows the franchise processes. Staffing has also been a big lesson for Sharon, getting the right people in the right roles is absolutely key to her success.</p><p><br /></p><p><b>Adam </b>built a gym almost as a project alongside his MBA (like you do!) He had an idea of his exit strategy even as he was building it, but nevertheless, learned lots of lessons along the way. One of those lessons was that you don’t need to spend a lot of money and have all the best gear for your members, even if you think you need it for yourself. That said, there was a lot of great technology which continues to be used at LifeLab, and it justified the high membership fees. We talked about how Adam came to a figure with the buyers, including the value in having his name associated with the business. The flip side to that was that several members did only want to train with Adam, despite the higher cost, a problem that several gym owners in the room identified with.</p><span><!--more-->Here's a link to the whole session...<br /></span><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen="" class="BLOG_video_class" height="266" src="https://www.youtube.com/embed/Bh_Vj36dBG4" width="320" youtube-src-id="Bh_Vj36dBG4"></iframe></div><br /><p>There were many more questions, and lots more interactions throughout the day, that we’re not able to cover in this short article. If you want to learn more, or add to the discussion, look out for the next Independent Gyms conference in Solihull on 4th July 2024. <a href="https://independentgyms.co.uk/" rel="nofollow" target="_blank">Click here for more info</a>.</p><div><br /></div>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-39334424080604820532023-11-08T08:28:00.002+00:002023-12-11T16:22:27.751+00:00People Power - culture as the cornerstone for great retention<h4 style="text-align: left;">Great member retention is only really possible with great staff. There are lots of strategies, tools, and systems that help, but without good people, they are just not as effective.</h4><p>A whole chapter is dedicated to people in the book <a href="https://www.amazon.co.uk/gp/product/1291185372" rel="nofollow" target="_blank">Stick Around</a> (strategies to keep your gym members motivated). Staff is also a recurring theme discussed by many guests on the <a href="https://podcasters.spotify.com/pod/show/yourdreamgym" rel="nofollow" target="_blank">YourDreamGym</a> podcast, and is often prioritised above certain equipment, spaces, or types of gym.</p><p>Motivating and inspiring staff is also one of the hardest nuts to crack, in any industry. There’s a wealth of articles on this across the internet, so we’re going to focus on three key areas that you can look at in your business, that will help with your member retention.</p><div class="separator" style="clear: both; text-align: center;"><img border="0" data-original-height="4089" data-original-width="6133" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhNxZWFTuR0cwTNjK5WMD8n2Qt4B_RBCaN6SwZGrrtG9OajszGbn_Tf0CRzHxDLbz-Q65xdPUkHLCI5m1JQ8nQYVgsQyxlpXt8m4xyUzMubGTYWl-TV0BpW5RZb6iHP0X68MyRa0CZLEQ6raD1wBKfUQvpyq9_DAuzjxeP_70tQQK1mI5dqNHLv5cP-AZs5/s320/pexels-rdne-stock-project-7551442.jpg" width="320" /></div><p><span></span></p><a name='more'></a>First, a true story about two secondary schools we looked around for my son recently…<p></p><p><i>The first is a large growing school, with a brilliantly delivered presentation from the headteacher, as well as some students. The tour was conducted by a couple of students who explained the route of the tour, how long it would take, and greeted everyone (staff and students) that we passed in the corridors. They interacted and answered our questions, and talked about the clubs and extra-curricular activities that they did. They were clearly very proud of their school, and our son decided it would be his first choice. Their staff retention is very high too, which is a bonus, or actually a sign of the good management and culture at the school.</i></p><p><i>The second is switching to a co-ed school to be able to bring in more students in 2024. We were shown around by a deputy head who had started 3 weeks previously (staff retention clearly an issue), and there was an avoidance of eye contact by almost everyone we saw on the tour, both staff and students. This was much more of a sales pitch tour than the first, and while the facilities were slightly more impressive (including a pool, gym, and FIFA Approved undercover 3G pitch), the vibe just didn’t work for us. If anything, it dropped in our rankings to lower than second choice.</i></p><span><!--more--></span><h3 style="text-align: left;">Culture and the 3-metre rule</h3><p>One of the simplest but most effective culture ‘rules’ is to make eye contact and say hello to anyone you come reasonably close to. Often known as the 10 & 5 (feet) hospitality zone, it’s popular at great resorts such as Disneyland. The 2-metre zone became notorious during social distancing during the COVID pandemic, but acknowledging someone you walk past (within, say 3m) in your club should be a basic customer service standard. Especially to members, but also to other staff, whether peers or management, it becomes the norm, and expected by everyone all the time. We’ve ‘trained’ this and seen it have great effect at many clubs, like the LC2 in Swansea, Waterside in Didsbury, and you will recognise clubs that do it. </p><p>Although the students at the first school perhaps don’t know about the rule, the staff clearly all do, and it spreads (like a good virus!) <span></span></p><!--more--><p></p><h3 style="text-align: left;">Experience your experiences</h3><p>It’s amazing how many staff at clubs have not had a gym induction, body composition measure, or ever attended a group exercise class. You don’t need to be working out in the gym regularly (some prefer to exercise somewhere else, which is fine), but you need an understanding of what you’re selling, recommending, or trying to persuade members to do. Challenge all your staff to try something new within your facility each month. You can’t mandate that everyone uses myzone (although some have tried), or jumps on the body composition scales, but actively encouraging them to experience what they’re ‘selling’ will boost your member engagement and retention.</p><p>This is part of investing in your staff, not simply training, education, or CPD points, but investing in their time, fitness, health, and experience. Again, it’s easy to recognise people that have bought into the culture and attend classes and LesMills launches (Horizon Leisure set a great example here).<span></span></p><!--more--><p></p><h3 style="text-align: left;">A Culture of Feedback</h3><p>Welcoming and seeking feedback on and for your staff is the third key to improving your member retention through your people. You should be requesting feedback from members at key points of their journey, after joining (or after not joining – what went wrong?), after the induction, when they cancel, and regularly, so that members get in the habit of leaving feedback. Here are a couple of examples…</p><p>A quick post induction (welcome session, activation, step1, etc) survey helps in several ways. Nearly universally positive, the results should be shared across the business. The comments/scores help to boost the instructors’ morale and confidence, so they want to deliver more. Front of house staff will sell/promote more inductions when they understand how much members get from them. And the comments will help new members understand the benefits better.</p><p>Mystery shopping feedback is also very useful for improving service standards and retention. Proinsight Mystery Shoppers add heaps of value through their insightful reports, and when it creates an action plan for improvement, everybody wins. The key part here is creating a culture where staff look forward to mystery shop reports, rather than dreading them. It’s an opportunity for learning, growing, improving, rather than time for criticism.<span></span></p><!--more--><p></p><h4 style="text-align: left;">So, when talking about member retention strategies, the linchpin is undeniably your people. The staff you employ, the culture you nurture, and the continuous investment in their experiences are the cornerstones of success. As demonstrated by the contrasting school tours and the principles applied in some successful clubs, acknowledging the importance of your team's role cannot be overstated. By focusing on creating a welcoming culture, ensuring staff get stuck into member experiences firsthand, and fostering a culture of feedback, you can cultivate a community where both staff and members thrive. If you want to improve your member retention, the trick is recognizing that people are not just a part of the equation; they are the equation.</h4><span><!--more--></span><div><h4><span style="font-weight: normal;">If you want to discuss member engagement, or want to add to the debate, please comment below, or get in touch.</span></h4></div>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-33461535709111819882023-10-18T15:06:00.006+01:002023-12-11T16:22:37.154+00:00Are Dormant Customers Healthier? (for business)<h4 style="text-align: left;">On health club membership retention, the age-old debate endures on the value of dormant members - those who have memberships but rarely use them. Are they a burden or an opportunity? In this article, we explore the concept of dormant members, highlighting the potential benefits for both gym and member. We'll discuss the art of re-engagement, optimal timing, and strategies to transform these sleepers back into active members.<br />Discover why it's not only ethical but also a smart business move to prioritize these members, reshaping the fitness industry into a healthier, more sustainable business.</h4><br />There’s been some discussion in health club news recently about how ‘sleeper members’ of gyms and health clubs still get ‘real benefits’ of being a member despite not visiting. Some feel it will motivate them in future or enjoy the fact that they can [could] go when they want to, while others 'feel good' about having a membership they don’t use.<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjRv68obLenUohYaqfIJ0OJbRiJMmim-7Os7FAHua-7nxpuJZR5FSq81zD1dOxGlNkXMsbfHStxeGR_-7LcpBQXbXezkCXnNROmnDB8pCr2zTf-p_Q0ZOXwztstnDVABemSpX0wPTZKb3TC0kExg9b6MveGuilafar7r3kZqDQYdFNBz8w7XsJcFdeplbcU/s1500/Sleeping-Dog.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="750" data-original-width="1500" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjRv68obLenUohYaqfIJ0OJbRiJMmim-7Os7FAHua-7nxpuJZR5FSq81zD1dOxGlNkXMsbfHStxeGR_-7LcpBQXbXezkCXnNROmnDB8pCr2zTf-p_Q0ZOXwztstnDVABemSpX0wPTZKb3TC0kExg9b6MveGuilafar7r3kZqDQYdFNBz8w7XsJcFdeplbcU/w400-h200/Sleeping-Dog.jpg" width="400" /></a></div><br /><div><br /><h3 style="text-align: left;">Do the right thing – ethical business practices</h3>With this debate going on, lots of people have asked me what I think about sleepers. I have always advised clubs to re-engage with as many dormant members as possible.<br /><br />Almost 10 years ago, I presented the view of <a href="https://ggfit.blogspot.com/2015/05/the-retention-convention-running.html">Running an Ethical Health Club</a> at <a href="https://ggfit.blogspot.com/2015/05/the-retention-convention-running.html">The Retention Convention</a>. Key to the talk was encouraging absentees to return.<br /><br />At the time of the COVID lockdown closures, nearly all clubs experienced significant membership losses, many of whom were previously sleepers. Since then, I’ve doubled down on my views on dormant members, and ensure that the clubs we are working with do the same.</div><div><br /><b><i>If a customer is paying for a service, but not using it, they are more likely to cancel than to come back, particularly if you take no other action as their service provider.</i></b></div><div><br /><h3 style="text-align: left;">Getting Back to Normal</h3>Several recent conversations and debates have talked about clubs wanting to return to ‘normal’ post pandemic. I’m shocked and saddened that so many clubs have returned to normal in terms of dormant members, as discussed in this June article… <a href="https://ggfit.blogspot.com/2023/06/absentees-are-back.html">Absentees are Back!</a><br /><br />Many clubs have returned to their normal ‘strategy’ of working far too hard on chasing new members and trying to hit sales targets, rather than focusing on the members they already have. Here’s a prioritised list of what a good, ethical club will focus on to improve membership retention and growth.<br /><h3 style="text-align: left;">Key strategic focuses for growth:</h3><ol style="text-align: left;"><li>New members</li><li>Active members</li><li>Dormant members</li><li>Ex-members and prospects</li></ol>Your dormant members are worth more than your hot leads and prospects. They’re already paying you, you don’t need to offer ‘no join fee’, just get them back into the habit of visiting regularly. They’ll buy more… whether it’s secondary spend, or just one more month!</div><div><br /><h3 style="text-align: left;">Won’t they cancel?</h3>The big fear for most clubs is that you wake the sleeping dogs. Here's another note from the archives... <a href="https://ggfit.blogspot.com/2012/01/communicating-with-absent-paying.html">Communicating with Absent payers</a>.<br /><br />Firstly, timing is critical, as we’ve discussed many times. It’s easier to recover members in the 21 to 45-day window of absence. Some clubs go much longer, with multiple contact channels, and 5-7 attempts. But if you start with a first call or message to members who’ve not visited for over 100 days, it’s not going to go well.<br /><br />When contacted promptly, three or four members (per 100 contacts) will cancel, in our experience. The rest are grateful for the call, SMS, or email, and 65-80% return within 10 days. Most popular keywords from absentee calls are OK, Back, Busy, Sorry, Thanks, Holiday, and Soon. At clubs that offer Suspension, 6% of calls mention this keyword, but fewer take up the option. This starts another process of encouraging them back, for both suspended and cancelling members.<br /><br />How do we get them back?<br /><br />What options to entice absent members back into the club?<br /><br /><ol style="text-align: left;"><li><b>Re-program</b> – the classic “let’s review your gym programme”, appointment to discuss your goals/aspirations, and reset and remotivate you. If you offer some form of induction/activation/welcome session, this could be the same, or rebranded as a re-activation. Enter the new member challenge to get back into the habit</li><li><b>HealthCheck </b>– could be included in the above, or a standalone body composition measurement (worth £X). Why not bring a friend or family member for a check-up too. No need for them to join the club…</li><li><b>Book a class</b> – get your mojo back with a group exercise class. Let’s tell you about the new classes on the timetable, and book you into a starter class.</li><li><b>Coffee and chat</b> – more informal meeting (booked appointment time) to talk about options and remotivate/support the member.</li><li><b>Suspend </b>– not for every club, but better than letting dormant members drift towards cancellation</li></ol><br />If you can build a ‘book it now’ button for some of these options into your digital comms, you can re-engage with more members more effectively. But many members will really benefit from the call and conversation, as will your club, because you’ll get more feedback and be able to adapt your re-engagement strategy.<br /><br /><h3 style="text-align: left;"><i>View from outside the industry</i></h3><i>Only yesterday, someone (outside the fitness industry) suggested to me that the ‘gym business model’ is to sign up lots of members that don’t ever visit. It’s amazing how slow it takes for the public perception to change! We still have lots of work to do!!</i></div><div><br /><h3 style="text-align: left;">In summary:</h3><br />Dormant members do present a conundrum, and it’s interesting to hear their views on why they keep paying for memberships. But they are not healthier by paying for a membership and not visiting, just poorer. As an industry, we should not accept absentees as part of ‘normal’, but prioritize re-engagement, timing, and innovative strategies to actually improve all our members’ health. There is hidden value in reviving dormant members, both for their health, and the health of our businesses and industry.<br /><br /></div><h4 style="text-align: left;">If you want to discuss member engagement, or want to add to the debate, please comment below, or get in touch.</h4>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-81227863193476397792023-09-20T08:00:00.017+01:002023-09-20T08:00:00.179+01:00Measure your members progress to get them to stick around longer<h4 style="line-height: normal; text-align: left;"><span face="Arial, sans-serif" style="font-size: 12pt;">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.</span></h4><div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjOJj384ywb2c-kg8mkScqjmetUNSoOj93YvgN1IgVKgg-MKnUtbcxuONK-jFrt2qR59IxGvkr3_EkeGePO2BkQiOcxhfQIa12dVFy5JvwxSEkAjGuJMvPgryGX3IslfI35lNbFQnciy8SYVClkntTQ6ffTz6_tdrZ-mkyrPhDVuN2yYaweGgYDBeLDQ5Tp/s3995/pexels-andres-ayrton-6550825%20(2).jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="3995" data-original-width="3995" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjOJj384ywb2c-kg8mkScqjmetUNSoOj93YvgN1IgVKgg-MKnUtbcxuONK-jFrt2qR59IxGvkr3_EkeGePO2BkQiOcxhfQIa12dVFy5JvwxSEkAjGuJMvPgryGX3IslfI35lNbFQnciy8SYVClkntTQ6ffTz6_tdrZ-mkyrPhDVuN2yYaweGgYDBeLDQ5Tp/s320/pexels-andres-ayrton-6550825%20(2).jpg" width="320" /></a></div><br /><span face="Arial, sans-serif" style="font-size: 12pt;"><br /></span></div><h4 style="line-height: normal; text-align: left;"><span face=""Arial",sans-serif" style="color: black; font-size: 12pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-font-kerning: 0pt; mso-ligatures: none;">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?”</span></h4>
<p class="MsoNormal" style="line-height: normal;"><span face="Arial, sans-serif" style="font-size: 12pt;"><i>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. <a href="https://ggfit.blogspot.com/search/label/GGFit15" rel="nofollow" target="_blank">Read all the tips here</a>.</i></span></p><div><span face="Arial, sans-serif" style="font-size: 12pt;">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.<span><a name='more'></a></span></span></div>
<h3 style="line-height: normal; text-align: left;"><span face=""Arial",sans-serif" style="color: black; font-size: 12pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-font-kerning: 0pt; mso-ligatures: none;">Creating
meaningful interactions</span></h3>
<p class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 4;"><span face=""Arial",sans-serif" style="color: black; font-size: 12pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-font-kerning: 0pt; mso-ligatures: none;">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.<o:p></o:p></span></p>
<h3 style="line-height: normal; text-align: left;"><span face=""Arial",sans-serif" style="color: black; font-size: 12pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-font-kerning: 0pt; mso-ligatures: none;">Education</span></h3>
<p class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 4;"><span face=""Arial",sans-serif" style="color: black; font-size: 12pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-font-kerning: 0pt; mso-ligatures: none;">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.<o:p></o:p></span></p>
<p class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 4;"><span face=""Arial",sans-serif" style="color: black; font-size: 12pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-font-kerning: 0pt; mso-ligatures: none;">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.<o:p></o:p></span></p>
<h3 style="line-height: normal; text-align: left;"><span face=""Arial",sans-serif" style="color: black; font-size: 12pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-font-kerning: 0pt; mso-ligatures: none;">Fear
Factor</span></h3>
<p class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 4;"><span face=""Arial",sans-serif" style="color: black; font-size: 12pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-font-kerning: 0pt; mso-ligatures: none;">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).<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></p>
<p class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 4;"><span face=""Arial",sans-serif" style="color: black; font-size: 12pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-font-kerning: 0pt; mso-ligatures: none;">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.<o:p></o:p></span></p>
<p class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 4;"><span face=""Arial",sans-serif" style="color: black; font-size: 12pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-font-kerning: 0pt; mso-ligatures: none;">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.</span></p>
<p class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 4;"></p><div class="separator" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em; text-align: center;"><img border="0" data-original-height="4320" data-original-width="2879" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhP1hhhVc97HpYmK1kQAb96mQJHFDy7B9s0liQcTUZ8upfX9UxEMrsVkkwE2bg4_Cmtp5Owxy08bI_1EoK065cpc1_AJMJvF9NxkbrgHEIKHeZW2bvZ-zjLKLzcTIkKp6CGp3DAkE5eQ6CiB219wCoP4i2vj2myDdf8U6qjN-K8P08pLA6AV_cv_beqmt3-/s320/tanita%20measures%204320.jpg" width="213" /></div><p></p><h3 style="line-height: normal;"><span face="Arial, sans-serif" style="font-size: 12pt;">Pop off, Hop on</span></h3><p class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 4;"><span face=""Arial",sans-serif" style="color: black; font-size: 12pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-font-kerning: 0pt; mso-ligatures: none;">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.<o:p></o:p></span></p>
<p class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 4;"><span face=""Arial",sans-serif" style="color: black; font-size: 12pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-font-kerning: 0pt; mso-ligatures: none;"><o:p> </o:p></span></p>
<h3 style="text-align: left;"><span face=""Arial",sans-serif" style="color: black; font-size: 12pt; line-height: 107%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-font-kerning: 0pt; mso-ligatures: none;">HealthSeekers</span></h3>
<p class="MsoNormal"><span face=""Arial",sans-serif" style="color: black; font-size: 12pt; line-height: 107%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-font-kerning: 0pt; mso-ligatures: none;">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. <o:p></o:p></span></p>
<p class="MsoNormal"><span face=""Arial",sans-serif" style="color: black; font-size: 12pt; line-height: 107%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-font-kerning: 0pt; mso-ligatures: none;"><o:p> </o:p></span></p>
<p class="MsoNormal"><span face=""Arial",sans-serif" style="color: black; font-size: 12pt; line-height: 107%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-font-kerning: 0pt; mso-ligatures: none;">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.<o:p></o:p></span></p><p class="MsoNormal"><span face=""Arial",sans-serif" style="color: black; font-size: 12pt; line-height: 107%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-font-kerning: 0pt; mso-ligatures: none;"><br /></span></p><p class="MsoNormal"><span face=""Arial",sans-serif" style="color: black; font-size: 12pt; line-height: 107%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-font-kerning: 0pt; mso-ligatures: none;"><br /></span></p>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-13503621446806543552023-08-05T08:00:00.007+01:002023-08-05T08:00:00.137+01:00 HealthSeeker Stories<h4 style="text-align: left;">Conversations to encourage the health and fitness industries to share, collaborate and grow together. </h4><p>Guy Griffiths talks with fitness and health professionals about HealthSeekers. Can we improve the health of the population, whilst giving the fitness industry a boost. </p><p>Hosted on The Collective, and in partnership with WhySports, this series can be found on all good podcast platforms via anchor.fm/healthseekers or YouTube youtube.com/thecollective286 </p><span><a name='more'></a></span><h4 style="text-align: left;">How can the fitness industry identify, attract, and support new demographics, using the resources we already have (staff, knowledge, experience, and equipment) to help people to understand their health better, and change lifestyle behaviours to become healthier.</h4><h3 style="text-align: left;">People want to be healthier</h3><p>A Public Health England survey in January 2021 found that 7 in 10 adults want to make healthier lifestyle changes. Yet only 15% of the UK population has a fitness club membership. The remainder simply cannot or will not join a gym to become healthier. </p><p>These are the <b><a href="http://ggfit.com/healthseekers/" rel="nofollow" target="_blank">HealthSeekers</a></b>. They want or need support with health and lifestyle improvement. But they are anxious about exercise, fearful of fitness, or scared of sport. Even the most welcoming leisure centre or friendliest staff member can be intimidating to them. </p><p>They didn’t enjoy PE at school, and don’t want to work-out. But they would like to eat more healthily (40%), lose weight (39%), and be more active (41%) according to the PHE survey.</p><h3 style="text-align: left;">How can we support them?</h3><p>Out of the retention battleground comes a new way to attract and help the 85% who don't want to exercise at the gym. The HealthCheck is a way to start and nurture relationships with HealthSeekers. Some may become health club members in the future. But many more will be supported with a HealthSeekers subscription model, grow your business, and help to activate the nation.</p><p>The HealthCheck involves a measurement, and then a coaching engagement. The measurement can either be a score based on a quick survey, or a non-intrusive body composition analysis, which can be performed in a club or from a mobile phone. The coaching discussion explains the results, then talks through choices for the person, again in-person or remotely. Follow-up appointments and programmes deliver motivation and accountability, along with additional products and services to help people on their journey to a healthier lifestyle.</p><p>HealthSeeker projects have been running at various independent gyms, at some BodyStreet EMS studios, and 1Life Leisure Centres. Feedback from attendees has been really positive, and staff delivering the appointments have found renewed purpose and enjoyed developing as coaches.</p><p>While we work on new projects and develop the HealthSeeker offering for new clubs, organisations, and settings, this HealthSeeker Stories series will spread the word about the initiatives, generate new ideas, connections, and products and services.</p><p>These conversations will discuss how the fitness industry needs to switch focus from selling memberships, stop marketing to the already active, and make use of our existing technology and fantastic staff to support HealthSeekers with their physical and mental health, and to coach them through changing their behaviour for the better.</p><p>If you would like to find out more, please click the links below:</p><p></p><ul style="text-align: left;"><li>Download the <a href="http://ggfit.com/healthseekers" rel="nofollow" target="_blank">HealthSeeker Playbook</a></li><li>Add your facility to the <a href="http://ggfit.com/biafinder" rel="nofollow" target="_blank">HealthCheck Map</a></li><li>Learn about the <a href="http://futurefitforbusiness.co.uk/course/health-seeker-coaching/" rel="nofollow" target="_blank">HealthSeeker Coaching course</a></li><li><a href="http://ggfit.com/healthseekers/" rel="nofollow" target="_blank">Book a call</a> to discuss HealthSeeker Strategies</li></ul><p></p><div class="separator" style="clear: both; text-align: center;"><img border="0" data-original-height="720" data-original-width="1280" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj1mMWm1PYbzlTKl6yGlEUexcI1eEZDF91GjHVBuP6iJHLIweiZKf5CzqcFBiD9SSBQndK1_Lz4UPYPIVARpDaoWiubiToJ3K58XXPV83EXIr_ontmDCVhLYvdykfk6y05OArfRqY6bPmvITFcoskO_wjkeXSwCo8yVSTUzSMCgyViI5DheuwB9KjNU5SSL/s320/HSS%20Launch%201.png" width="320" /></div><br /><h3 style="text-align: left;">About The Collective</h3><p>The Collective is a community of fitness industry professionals, co-founded by Alina Cooper and Guy Griffiths. Our goal is to provide a platform to collaborate, share and grow. Giving members the opportunity to connect with fellow peers, creating a safe space where everyone can network and learn.</p><p>We host online and in-person events. Webinars, round table discussions, podcasts and ask the expert features are all designed to extend networking opportunities and help more people to connect. We meet face-to-face at industry events, and host our own golf days, and other meetups at sporting events.</p><p>Topics will cover all areas of the industry from personal training, group exercise, management training, personal development, business strategy, retention, sales, recruitment, nutrition, customer service to marketing.</p><p><br /></p><h3 style="text-align: left;">About Guy Griffiths</h3><p>Guy Griffiths describes himself as a fitness industry revolution consultant. He is best known for his member retention work, helping clubs to get their members to stick around longer. While this adds thousands of pounds to clubs’ bottom lines, Guy’s ultimate goal is to help more people to be healthier and happier. </p><p>Guy also hosts the YourDreamGym podcast on The Collective, and authored Stick Around (Strategies to Keep Your Gym Members Motivated) in 2013.</p><p>When he’s not boosting other people’s health and fitness, he loves spending time with his very active family, coaching minis rugby, playing golf, swimming, snowboarding and playing or listening to music.</p><p><br /></p>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-53069281319744466762023-08-04T13:02:00.003+01:002023-09-19T16:29:17.381+01:00Time to tap into your ex-member data to boost September Sales<h4 style="text-align: left;">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.</h4><p></p><p class="MsoNormal" style="-webkit-text-stroke-width: 0px; color: black; font-family: "Times New Roman"; font-size: medium; font-style: normal; font-variant-caps: normal; font-variant-ligatures: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-decoration-color: initial; text-decoration-style: initial; text-decoration-thickness: initial; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px;"><i><o:p></o:p></i></p><p></p><p class="MsoNormal" style="-webkit-text-stroke-width: 0px; color: black; font-family: "Times New Roman"; font-size: medium; font-style: normal; font-variant-caps: normal; font-variant-ligatures: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-decoration-color: initial; text-decoration-style: initial; text-decoration-thickness: initial; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px;"><i>This is tip number 10 in a series to celebrate GGFit’s 15 years in business. Stay tuned for more, or <a href="https://ggfit.blogspot.com/search/label/GGFit15" rel="nofollow" target="_blank">read the series here</a>.</i></p><h4 style="text-align: left;">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.</h4><p>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.</p><div class="separator" style="clear: both; text-align: center;"><img border="0" data-original-height="3744" data-original-width="5616" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiSJVvGY472h017iHHkcEX8G4yu9xKP9_UI6fNHLRt5dbWPdepAljwShprsoeteWFW3TvGMzXrmzNNmO-CsrSQsVJtobBIDVZXRowT-1AqKNujqZO9ZZG_akrz_VfV9yOpDN8PyFQD1nBHOnsrqu8AggaEEzclZ1I1PaN5UHc27l3yx8aXtmaUMSpriFEsj/s320/iStock-476569317.jpg" width="320" /></div><p><span></span></p><a name='more'></a>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.<p></p><p>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.</p><h3 style="text-align: left;">Use the data, don't just focus on the return results</h3><p>The key outcome for the campaign is to see how many re-join, or at least re-engage. </p><p>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.</p><p>Finally, please don’t use the clichéd old "No Join Fee” offer for ex-members. Here are some ideas to get you started.</p><p>Complete this survey/form (data collection & opt-in) and we’ll send you a:<br /></p><ul style="text-align: left;"><li>Class pass. Great if you’ve got a new class timetable to promote</li><li>Guest Pass. Show them how you’ve changed, or what’s different about the club since they left</li><li>Fitness Review. Like a regular member’s programme review, but a general chat about fitness, discussing exercises they can do outside the club</li><li>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)</li></ul><p></p><p>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!</p><p>*Don't forget to put a time limit on these offers, e.g. 1 month validity</p><h3>Here to help</h3><h1><o:p></o:p></h1><p class="MsoNormal">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.</p>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-84443011395504176962023-07-20T08:00:00.001+01:002023-09-19T16:25:28.482+01:00Saving Cancelling Members - The Downgrade Save<i>Maintain engagement and payment on some level with members who want to cancel. <br /></i><h4 style="text-align: left;">The panel debates around the Xplor attrition report have brought leavers into focus again for the industry. This is great timing, given we expect more members will to be looking to cancel in the coming months. In addition to seasonal trends, the war on attrition is likely to step up a gear as the financial crisis intensifies and people look to tighten their financial belts (and loosen their physical belts as a result!) </h4><div style="text-align: center;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbJb_i3ErPPHHNYfW4eJhZxDKk2hRTEjisyXayKQRP3b6vh1aBLIESFUWG5VQnLE-2ke1GFUHyvmO--kxe2XpRnI4HPDwvhntFl79XTByzz7oKcA6faed3O1kwIEejBEQbDHBmRcKkXM8hb6lavFkGgxEb6NN50G0_mwHsDnk6Qb7GINLKEd2N8HEFfxNk/s320/belt%20tighten.jpg" /></div><div>We’re going to cover some of the data you should be collecting on leavers, particularly reasons and feedback, and then look at ways of saving members who want to cancel.<br /><br /><h3 style="text-align: left;">The Attrition Battle</h3>We’ve talked about bringing absentees back in the last article (8/15). If you ignore your absentees, they’re more likely to leave, so the key message was to do something to try to bring them back. Even imperfect action is better than perfect inaction.<br /><br />However, when members cancel, lots of clubs still stick their heads in the sand. If nothing else, it’s important to look at why and how members cancel. And to state the obvious, why and how are separate questions. Why is the reason (or excuse) that a few of your leavers tell you, or you find out through a call, cancellation form, or survey. How is the method, often cancelled at bank or payment failed, occasionally by letter, message, phone call, or in club.<span><a name='more'></a></span><br />Defining or giving leavers options for the how (method) is good practice, and could be published in your policy, Ts&Cs, or on your website. Many subscription services give customers one ‘choice’ only – they have to call and speak to someone, which is frustrating for the customer, and means they’re less likely to return in future. If you make it super simple to join or sign-up (e.g. online), then you should also make it easy to leave too. The majority of fitness members cancel at the bank, which causes extra admin and often fees too. Making it easier to cancel and specifying how members can do this (options) will reduce the admin and fees, and help you with the next part, finding out the why.<br /><br />There are lots of different ways to discover why a member wants to cancel, but a prompt conversation with the member is the best. In the same way that you might respond to a new lead within an hour, you should respond to a cancellation request in a timely manner, perhaps as a service level in your cancellation policy. The first point of the conversation (call, chat, message) should be to find out the why, as this will define what happens next. You also want to get feedback or any other information that will help your club to improve.<br /><br />Collating all this information in one place is vital so that you can review reasons and feedback and make improvements to reduce future drop-out. It’s important that the member understands this; it shows you care about them and about the club. This is the primary reason for asking for this information, so you can make things better for all your current members.<br /><br />The secondary reason to find out the why for each individual leaver is so you can try to save them. Depending on their answer, you hopefully have a few options that might keep them engaged. Here are some ideas, please feel free to share your own in the comments below.<br /><br /><h3 style="text-align: left;">Downgrade to a Health Seekers Subscription </h3></div><div>Visit once a month for a HealthCheck and coaching session. Continue to exercise at home, or outdoors, or make lifestyle changes. Get progress tracking and motivation from one of our coaches.<br /><br />Ideal for members who aren’t visiting ‘enough’, too busy, don’t have time, or are thinking of joining another club.<br /><br /><h3 style="text-align: left;">Bring a Workout Buddy </h3></div><div>Need more motivation? We’ll cover the cost for you to bring a friend down for the next month. If they join, we’ll pay for your next month’s membership, once they’ve been a member for x months.<br /><br />Perfect for members who’ve lost their mojo, or need someone else to motivate them to visit more regularly. Yes, you’re ‘giving away’ a month or two’s membership, but that’s better than the member cancelling today.<br /><br /><h3 style="text-align: left;">Suspension or Membership Freeze </h3></div><div>If a member is unable to visit, injured, or finding it hard to keep up with payments, a membership freeze is a common option. It’s also a good suggestion for members who want to cancel over the summer as they play outdoor sports or other activities. If a health seekers subscription does not appeal, a freeze could help keep them from leaving. Agree the term up front, communicate throughout, and invite them back early.<br /><br />If you manage to save (or freeze) a membership, they will need extra attention in the coming months. Be sure to focus on communications, monitor their visit frequency, and treat them as high risk to ensure they don’t lapse again.<br /><br /><h3 style="text-align: left;">‘Loyal’ leaver bonuses </h3></div><div>It's also worth considering length of membership with your leavers. If someone is cancelling after 5 or 10 years of membership, you might offer 3- or 6-months’ worth of HealthChecks or other services as a thank you. Keep them engaged, visiting every now and then, and you’ll have more chance of getting them back. A member cancelling after just 1 year might not get the same offer.<br /><br /><br />A final note, Free PT is worth very little, especially to people who have never shown an interest in paid for PT. Free is a four-letter word. A free month is somehow worth even less, especially to someone who isn’t visiting much already.<br /></div><div><br /></div><div>Tailor your leaver ‘offers’ or save strategies based on the why people are leaving, perhaps their original goal, and maybe their leave method (how). By having a limited handful of strategies, you can track how successful each approach is at saving leavers, and adapt or change to improve. For example, I know lots of clubs who offer Free PT and Free guest passes to leavers… none of them have much success at all!<br /><br /><h4 style="text-align: left;">In summary, work hard to collect more data on your leavers, just as you do with your joiners. Use that data to improve your products and services for all other members and reduce future attrition. And if you can save more members by downgrading or upselling, track what’s working, and do it more. </h4></div>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-60605639225407097612023-07-17T18:48:00.001+01:002023-07-17T18:48:10.531+01:00Independent Gyms: 24/7 & Unmanned OpeningA Gym Owners Panel debate about unmanned and extended hours opening.<br /><br /><div><h4 style="text-align: left;">The opening panel debate at the Independent Gyms conference is designed to get delegates thinking, asking questions, and networking through the day. There is a wealth of information from all the talks at the conference, but all delegates (clubs and suppliers) get heaps of value from hearing what other gym owners are doing, and there are always great questions and engagement from the opening session.</h4><h4 style="text-align: left;">Three gym owners joined host Guy Griffiths to talk about one of the hot topics that is talked about in the Independent Gyms forums every week, namely 24/7 opening and unmanned gyms.</h4><br />The shift to unmanned or 24/7 opening is driven by competition with local budget clubs who offer extended opening hours, but also changing work habits, and the stress of running a club. It was also interesting to hear the panellists views around staffing, community, and growth. We discussed the concerns and realisations that they had before and after making the change.</div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhtUQRSq1Dkq8qjjnr0Sg6tNiQVPe6OT2frlGWefgZ90sOlU9IYG8lKfebZPYSdjR94bS4L655c1UTvpGRBgx-P2MZNtVFTa-PFNzO_1GkKM-zZno98ybljxEV8PXQ8g1aGQ1zt-qmk9C_suYIeX7HhsMK3BCAfU3hSZ535xCIaVQjBw-qU_WlwZVjjlTIu/s3264/DSC_2250.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1840" data-original-width="3264" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhtUQRSq1Dkq8qjjnr0Sg6tNiQVPe6OT2frlGWefgZ90sOlU9IYG8lKfebZPYSdjR94bS4L655c1UTvpGRBgx-P2MZNtVFTa-PFNzO_1GkKM-zZno98ybljxEV8PXQ8g1aGQ1zt-qmk9C_suYIeX7HhsMK3BCAfU3hSZ535xCIaVQjBw-qU_WlwZVjjlTIu/s320/DSC_2250.JPG" width="320" /></a></div><br /><span><a name='more'></a></span><div><br /></div><div><h3 style="text-align: left;">Rich Harvey - The Hurt Locker, Bridport</h3>“Not just a Gym, It’s a Community”, The Hurt Locker is a Hybrid gym offering a focus on functional and strength, PT and classes. It opened in May 2021 and went unmanned from November 2022. Rich went unmanned to reduce stress and get some personal and family time back as he was regularly working a 90 hour week.<br /><br /></div><div><h3 style="text-align: left;">Clare Bayley – The Loft, Evesham</h3><br />Formerly a women’s only “Health Hub” since 2015, Clare rebranded to The Loft on November 2021, becoming a mixed, private, friendly facility. Members get gym plans, nutrition advice and PT. Switching to 24/7 and unmanned means the club can operate with 3 key staff, including Clare, while retaining a community feel.</div><div><br /><h3 style="text-align: left;">John Grindrod – FTC Gym, Ipswich</h3><br />An “Affordable, Service Driven Fitness Community” FTC Gym opened in March 2018, and John was against unmanned or 24/7 clubs for a long time. Post Covid (and after Glenda Rivoallan’s keynote on Stress and Resilience at the 2022 Independent Gym’s Conference) FTC became 24/7 and unmanned in August 2022, to reduce the headaches caused by staff sickness.<br /><br /><br /><br />You can watch the full session on YouTube here (link coming soon). Here are some of the key questions and takeaways…<br /><br /><ol style="text-align: left;"><li>It takes away a barrier. When asked do you open 24/7 (because your competition do), the answer is now “Yes”. No-one said they were losing sales before, but this sales objection no-longer applies, which makes sales easier.</li><li>Members love it, they have the option to visit when they want, knowing when the gym is manned or unmanned. There is more of a sense of community as members are looking out for each other when staff are not there.</li><li>Staff like it. It gives them more freedom – they still welcome members, but it gives them more scope to interact with people, deliver PT outside normal hours (if they want). FTC Gym have more staff socials and personal development opportunities, without having to leave someone behind to man the gym.</li><li>More community. Mentioned above, but there was a lot of talk and questions about community, working harder on this through social media, and staying connected to members who visit outside regular hours. All three panellists discussed how changing hours had boosted the community feel in their gym.</li><li>Increasing EDI (equality, diversity, inclusivity). One over the access ‘hurdle’ of having wheelchair accessible gates, John at FTC noted that offering more hours helped some people to visit at better times, e.g. neurodiverse members can choose to workout at quieter times.</li><li>Think about safety and contingency. What might prevent people accessing the club; power cuts, internet outages, etc. or prevent people leaving; is there a door override, and what happens when people press the panic button?</li><li>Know how to personally switch-off. With video cameras, you can be ‘in’ your club 24/7. But disengaging from the business is really important. Think about, or even plan how you can take a holiday, abroad, and how the business will continue to operate without you. This was probably a key reason for all these gym owners to make the change, and a key benefit to all of their health!</li></ol><br />The next Independent Gym Owner’s Conference is on Thursday 30th November in Solihull. <a href="https://www.eventbrite.co.uk/e/the-gym-owner-conference-winter-2023-tickets-669873909897?discount=GGFIT100">Find out more and get your tickets here</a>.</div><div><br /></div>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-66895801402291539172023-06-12T08:00:00.022+01:002023-09-19T16:25:28.481+01:00 Absentees are back!<h4 style="text-align: left;">Dormant memberships were mostly wiped out in the COVID Pandemic. But old habits die hard, and the member absentee problem is back to normal. How do we affect this new normal, in new ways?</h4><p><i>This is tip number 8 in a series to celebrate GGFit’s 15 years in business. Stay tuned for more</i></p><h3 style="text-align: left;">What is an absent member?</h3><p>Cut-off times vary from business to business, but the typically accepted benchmark is that if a gym member hasn’t visited for the last 30 days, then they’re an absentee. Setting a cut-off time is important so that you can set KPIs, then measure and try to improve your active member percentage.<span></span></p><a name='more'></a><p></p><p>The old business model of having lots of members paying, but very few visiting is now widely accepted as unhealthy for an operator. All those dormant members could cancel tomorrow, contracts aside (and we know contracts are not the best method to retain members in the long term). Yet few clubs do anything to affect the absentee issue despite the lessons of recent years.</p><h3 style="text-align: left;">How many absentees is normal?</h3><p>Looking at a live (paying) member database, around 60% are typically active, having visited in the last 30 days, meaning 40% are absent. </p><p>As clubs closed during the COVID lockdowns, some absentees cancelled, but as many memberships were frozen, not all dormant members left. In fact, many cancellations were from active members too, who had not read (or received) the communications that payments were paused.</p><p>It was when clubs reopened and operators restarted taking payments that many more of the dormant members cancelled, triggering another attrition spike. This left clubs with fewer members, but more active members. Usage was up too, as existing members and new members were all keen to visit, to resume or boost their health and fitness. Using these KPIs, many clubs’ performance looked buoyant, although financially it was tough with membership totals still recovering.</p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhGmQVKlPt_sfVg8boZO3wwBva0ziQLNjcZb9ookl43eFNIQKloT94pr6aXwF69qnIoH1JMIfKOoym2EDwdwP-rB2g2_bvX-tqBQf2oGxjbqkW3CxVoxGZDcS_yw_wm48Q3FrmeLPaIS_hZbLrzvBx3mfXXedODc5LMfk_VDVJCDlyrbZaVBQ3N1mKRqg/s945/Active%20Member%20Percentage.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="Active Member Percentage" border="0" data-original-height="617" data-original-width="945" height="261" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhGmQVKlPt_sfVg8boZO3wwBva0ziQLNjcZb9ookl43eFNIQKloT94pr6aXwF69qnIoH1JMIfKOoym2EDwdwP-rB2g2_bvX-tqBQf2oGxjbqkW3CxVoxGZDcS_yw_wm48Q3FrmeLPaIS_hZbLrzvBx3mfXXedODc5LMfk_VDVJCDlyrbZaVBQ3N1mKRqg/w400-h261/Active%20Member%20Percentage.png" width="400" /></a></div><p>Over a year on, many clubs are getting back to pre-pandemic membership totals. However, all the membership datasets we’ve analysed thus far in 2023 show that clubs active member levels have reverted to ‘normal’, with around 40% of members absent once again.</p><h3 style="text-align: left;">What happens next?</h3><p>Once a member stops visiting, it’s going to go one of two ways… either they come back, or they soon leave. The difference between length of stay (join to last visit) and length of membership is a valuable comparison for any club, as it shows you how much time you have to recover your absentees. Xplor’s forthcoming Report: Winning the War on Attrition covers this comparison in detail – look out for it in July 2023, or get a preview at the Elevate conference on 14 June. </p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhJNZ0mT1lW9Co4gvAY5_g1owUDxLs8HLvBB37OOSqJEK0RYW4dOVM6MF9NfjPXTa77BB5o829YVSRJoOU6Xdeqo0ZW72SWtwO-O0QtJMjdhpu6CjjBnCBz2dsiY9sGYdcsQqHr4mzQMP0hJqSjLu9r1zX6LVBnNGC400j3hJOBEBtnfR5ebLPBwdYwzA/s945/LoM%20v%20LoS.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="Length of Membership & Stay" border="0" data-original-height="617" data-original-width="945" height="261" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhJNZ0mT1lW9Co4gvAY5_g1owUDxLs8HLvBB37OOSqJEK0RYW4dOVM6MF9NfjPXTa77BB5o829YVSRJoOU6Xdeqo0ZW72SWtwO-O0QtJMjdhpu6CjjBnCBz2dsiY9sGYdcsQqHr4mzQMP0hJqSjLu9r1zX6LVBnNGC400j3hJOBEBtnfR5ebLPBwdYwzA/w400-h261/LoM%20v%20LoS.png" width="400" /></a></div><p>If you do nothing, it’s more likely that an absentee will cancel. If you contact them in a timely fashion (as they become absent, rather than 3 months after they last visited) and do so consistently, then they are much more likely to return. A few absentees will cancel when you contact them, but if you have alternatives, you can save them or keep in touch to recover in future. See progressive actions below for more ideas…</p><h3 style="text-align: left;">Traditional actions</h3><p>More clubs are starting to contact and care for absentees, it’s one of the key ways to improve your member retention. The GGFit <a href="http://ggfit.com/services/communication.html" rel="nofollow" target="_blank">Stick Around Service</a> manages this for clubs, sending SMS, email, letters, postcards, and providing call lists for absentees (as well as new joiners, and more). Absent members are split into two phases: recovery for focused communications, then dormant, where communication is usually more limited due to the cancellation risk. The recovery phase window is usually around 24 days absent to 45 days absent, although some extend to 75 days for the final contact. Dormant is the time after the final recovery contact. </p><p>Phone calls are the most effective way of recovering members, but are resource heavy, so SMS is usually first, with a 69% recovery rate (return within 10 days of message), compared to email at 66% and postcard/letter at 76%. One contact is often not enough, so follow-up comms are important if members don’t return straight away.</p><div class="separator" style="clear: both; text-align: center;"><img alt="Recovery Actions" border="0" data-original-height="338" data-original-width="602" height="225" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg4uYpsxRDAhqI50tRraFNuMJRMLVMa9DxF3bfY_fCoH1dk4gTBcu4JlUhPuIgk4niOTC1huhMXrKjsEiBIosuyRE3l2bDp_l5MGP8PbLYcfPusrJd2t9m52ASdDRfPLpT3we57yMEhTR0y_Cl4ynpENF1Cn2McCTsTsL355s1hJO67voD0PyWP_ii7JQ/w400-h225/Recovery%20Actions.png" width="400" /></div><h3 style="text-align: left;">Progressive Actions</h3><p>Your primary objective for an absent member is to get them back into the club, whether for a workout, class, programme review, or just a coffee and chat. It’s worth having other options available too though, which can be communicated via messages as well as conversations.</p><p>A membership freeze is tactic used by many operators, and can work well as long you maintain contact with the member through the limited term of the freeze and welcome them back afterwards (a ‘new’, or re-activation session on return).</p><p>For members who were not visiting regularly before they became absent, it may be prudent to offer a reduced membership, whereby they are only eligible to visit 4-5 times per month, or even once a month for their “HealthCheck” (see <a href="http://ggfit.com/healthseekers/" rel="nofollow" target="_blank">HealthSeekers</a>). A downgrade is better than losing a member, as demonstrated by many popular subscription services. </p><p>Keep members engaged, perhaps only digitally, especially through the summer, and you can automatically restore them to full membership in the autumn.</p><h3 style="text-align: left;">Imperfect Action is Better than Perfect Inaction</h3><p>In summary, do something about your absentees before they cancel. Or to quote former PotUS Harry Truman, “imperfect action is better than perfect inaction”. By contacting absentees, one or two may cancel immediately (but are much more likely to return). However, most will stick around longer because you showed you care about their motivation, fitness, and health.</p><p><br /></p><p><i>Find out more at the Xplor War on Attrition session at <a href="https://www.elevatearena.com/london/sessions/attrition-and-how-to-turn-it-around-or-something-more-imaginative-attention-retention-without-re-invention-1686750900" rel="nofollow" target="_blank">Elevate</a> on Weds 14 June in The Business of Physical Activity theatre, or at the <a href="https://independentgyms.co.uk/event-list/" rel="nofollow" target="_blank">Independent Gyms Conference</a> on Thurs 6 July. </i></p><p><br /></p><h3 style="text-align: left;">Here to help</h3><p>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.</p>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-76151347541457774742023-05-14T15:24:00.002+01:002023-09-19T16:25:28.481+01:00What do Communities mean to your members?<h4 style="text-align: left;">There’s lots of talk about building communities around your club, but what are the best ways to do this, and how can it help with member retention?</h4><p><i>This is tip number 7 in a series to celebrate GGFit’s 15 years in business. Stay tuned for more...</i></p><h3 style="text-align: left;">What is a Community?</h3><p>The difference in definition between a club and a community is that a club is a group of people who come together for a common purpose, whereas a community is a group of people living in the same place or having a particular characteristic in common.</p><div class="separator" style="clear: both; text-align: center;"><img border="0" data-original-height="2006" data-original-width="3565" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3NB4_UpJc52Wm60K8LjxlW0F7aFbe87Boa-2DGX7LfYGC3tNoCYbl42S0haX1--5E-2eABA3ouNU35QEXRs8s8pObeqiHdm-3gymS0bxBjw0iCgQjQ-55s018f4jFFgGIm2LUTIJTTG_lXLXXqZ8ftIEaSnjbcgSenlGtomWKkLuuvZfkwiwSidNZkQ/w320-h180/Community.jpg" width="320" /></div><p>So, a club is not necessarily the building or venue </p><a name='more'></a>(although we often visit the club). And when we talk about communities, we’re often referring to the clubs within the club; it’s important to think about communities in plural, or multiple clubs, particularly when it comes to improving retention.<p></p><p>Looking at different collective groups of members, you have people who follow a particular instructor, especially group exercise. There are groups who arrive as the doors open for their early swim, members who always join in with the latest fitness challenge, or members and non-members who congregate at the club once or twice a week to get together and go for a run.</p><h3 style="text-align: left;">Les Mills Launch Days</h3><p>Group exercise is a great example of a strong community, and events like quarterly launch experiences (e.g., Les Mills) are excellent ways of strengthening and delivering value to that community. By the same token, chair-based exercise sessions are often well attended, but even more so if there’s a coffee and cake afterwards. Many participants are less into the class, but more excited by the natter and network that happens. If the café is closed after the session, there will be hell to pay!</p><p>Gym, fitness, or other active challenges are another really good way of building communities, particularly if you make them simple, inclusive, and varied. Read <a href="https://ggfit.blogspot.com/2023/03/challenge-your-members-to-stay-longer.html" rel="nofollow" target="_blank">last month’s article</a> (or many more from the archive) for lots of challenge ideas to improve retention.</p><h3 style="text-align: left;">Referrals within communities</h3><p>While we’re looking at the article archive, check out <a href="https://ggfit.blogspot.com/2023/02/what-happens-next-2-tactics-to.html" rel="nofollow" target="_blank">tip 4 on referrals</a>. Two people are the smallest community, and while you’re probably not going to segment and tailor content for them, friends who visit, exercise, or workout together will stick around longer. And when they bring another friend, their community is growing! With similar goals and motivation, they’ll achieve their goals, and if you can support them, you create a virtuous circle. </p><p>Public leisure facilities are generally really good at creating communities, partly because of the history and set-up of the business, also because there is often a café or area to congregate and come together (for kids’ parties as well as family swimming). Local independent gyms also often get community right, as they know and understand their members so well, and even join up with other local clubs for events and competitions. As local business owners, they also naturally get involved in local communities...</p><h3 style="text-align: left;">Local Communities </h3><p>Supporting your local community by reaching out to schools, businesses, and other clubs (sports, youth groups such as scouts and guides, charities, etc.) is a great way of extending your reach, engaging with more people, and creating more communities around your club. Depending on your model, not everyone needs to become a member, but they could take part in your next challenges, get some health and fitness tips, or subscribe to a monthly or quarterly HealthCheck.</p><h3 style="text-align: left;">Social Communities </h3><p>Creating and nurturing communities online is a natural extension of the face-to-face experience. Some clubs have member curated fitness challenges that continue to thrive since lockdown. As well as social pages and feeds, there are a plethora of groups from WhatsApp to Strava, that you can use to bring your members together for a little extra motivation or connection. Talk about, and invite members to join your communities in club, but also on your email newsletters, or even on your club app. But it’s not all about social media – a good old social community at a pub or members (and guests) summer barbeque is where the real connections get made.</p><h3 style="text-align: left;">Focus and added value</h3><p>The possibilities with communities are almost endless, so the trick is to understand which one are working for you and your members, which ones are creating the best engagement, and then focusing your efforts on those groups. Ensure that they get heaps of added value and benefits. This could range from free smoothies (or beers) for the running club, to a loyalty card for external visitors to the martial arts club, or simply ensuring the café is always open after a certain exercise class that has attracts a community that is important to you.</p><h4 style="text-align: left;">Identify and develop your club communities and ask your members what they want from a community perspective too. If you get it right, they’ll help you with your member sales and with retention too!</h4><p><br /></p><h3 style="text-align: left;">Here to help</h3><p>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.</p>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-43867532969001446852023-03-08T07:30:00.002+00:002023-09-19T16:25:28.481+01:00Challenge your members – to stay longer!<h4 style="text-align: left;">Once you’ve onboarded all your new members (and returning
members) at the start of the year, you’ve hopefully looked at upselling,
referrals, and rewards. By March, the motivation of some members will start to
wane, so it’s time to challenge their fitness.</h4><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal"><i>This is tip number 6 in a series to celebrate GGFit’s 15
years in business. Stay tuned for more</i></p><p class="MsoNormal"><i><o:p></o:p></i></p>
<h3 style="text-align: left;">What makes a successful challenge?</h3><h1><o:p></o:p></h1>
<p class="MsoNormal">A great challenge is one that most of your members take part
in. <o:p></o:p></p><div class="separator" style="clear: both; text-align: center;"><img border="0" data-original-height="3648" data-original-width="5472" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgBHMz4674JYZ-589DxjygLd3qJiz04zgoDwEPBWPg5zodgrJw5c6a4_YM-5lDs-0ys_izoFqJPHFuq9G7yKeo9TZ5uqtOOVOTUbHo1e1XifnYzQcErIjLwaCsrNFAIhPEwiLsvYwJ5kuR9fUpZIp83-Z3lKrHRyiDIf9qF5fDwNkqkHqGTrGJztsPMJw/s320/perry-grone-lbLgFFlADrY-unsplash.jpg" width="320" /></div><p class="MsoNormal">Contrary to what many fitness instructors think, a hard
challenge is not a good challenge, since most of your members either won’t take
part, or will, and then will never join a challenge again.<span></span></p><a name='more'></a><p></p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">An Olympic decathlon of exercises will probably be too much
for all but the very keen member (who is unlikely to leave anyway), but a
triathlon of rowing machine, upright bike, treadmill, will appeal to more
members.</p>
<p class="MsoNormal">Ultimately, fitness challenges improve engagement and
retention because they give instructors something to talk to members about.
Really good challenges get members talking to each other too, and help increase
the feeling of community, or club within your club. The more inclusive they
are, the better. Build clubs, not cliques.</p>
<h3 style="text-align: left;">The best challenges</h3><h1><o:p></o:p></h1>
<p class="MsoNormal">The best fitness challenges are simple,
inclusive, and varied. Sometimes, it’s worth dropping the word challenge, as
this itself puts off some members. Events that allow you to “Donate your
moves”, or “Join the 5% club” can be more appealing to the masses.</p>
<p class="MsoNormal">Distance covered, visits/classes,
and calories burned are all open to all your members. Switching from individual,
to team, or whole club challenges can also bring variety. How long will it take
us all to row across the channel is a much more interesting and inclusive
challenge than the classic “who can row 1500m quickest”. [You can probably name
the winner before it starts, whereas you have no idea which member will hit
land across the channel]</p><h3 style="text-align: left;">Zero to Hero</h3><h1><o:p></o:p></h1>
<p class="MsoNormal">There are lots of “Couch to 5k” apps, which are reasonably
successful at getting inactive people active. Breaking down the huge (to some)
goal of being able to run 5km into manageable chunks, and offering motivation
and encouragement is why people buy into these apps.</p>
<p class="MsoNormal">So, offer your new members a plan to make them fully-fledged
gym members within a month. Integrate them into the ways of your club as soon
as possible. Some new members will do this by default, but others need a
helping hand.</p>
<p class="MsoNormal">New member challenges like the <a href="https://ggfit.blogspot.com/2014/06/zero-to-hero-new-gym-member-motivation.html" rel="nofollow" target="_blank">Zero-to-Hero</a> challenge check on new members’ progress and reward them with a high-five
(or a t-shirt) when they finish. It also helps your new members to get into the
habit of participating in challenges.</p>
<p class="MsoNormal">The Zero to Hero plan is not an app, simply a tick list of
achievements. Pick a handful from these or make up your own.</p><p class="MsoNormal"></p><ul style="text-align: left;"><li><span style="text-indent: -18pt;">Gym orientation (attend and complete gym
‘induction’)</span></li><li><span style="text-indent: -18pt;">Make at least </span><i style="text-indent: -18pt;">1</i><span style="text-indent: -18pt;"> visit per week for the
first </span><i style="text-indent: -18pt;">4</i><span style="text-indent: -18pt;"> weeks</span></li><li><span style="text-indent: -18pt;">Make at least </span><i style="text-indent: -18pt;">6</i><span style="text-indent: -18pt;"> visits in the first </span><i style="text-indent: -18pt;">30</i><span style="text-indent: -18pt;">
days</span></li><li><span style="text-indent: -18pt;">Attend at least </span><i style="text-indent: -18pt;">1</i><span style="text-indent: -18pt;"> fitness class in the
first </span><i style="text-indent: -18pt;">30</i><span style="text-indent: -18pt;"> days</span></li><li><span style="text-indent: -18pt;">Complete the new member's survey (sent to you by
email in week 2)</span></li><li><span style="text-indent: -18pt;">Login to the member portal</span></li><li><span style="text-indent: -18pt;">Follow us on Facebook or Twitter</span></li><li><span style="text-indent: -18pt;">Check-in on Facebook or leave a comment</span></li><li><span style="text-indent: -18pt;">Bring a friend with your guest pass</span></li></ul><p></p>
<p class="MsoNormal">The list can be as short or long as you wish, with the
achievements simple or hard. You can run it on a simple member card with a
stamp for achievements, or through your front-of-house system with triggered
communications.<o:p></o:p></p>
<p class="MsoNormal">All italicised numbers can be tailored, but the trick is to
communicate with the member throughout the journey. <br />When they’re on track or achieve a milestone, congratulate
them. If they’re looking like they might fail, encourage them… for
example, someone who’s not visited for 6 days could get a nudge message to make
that weekly visit.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">Of course, you want them to succeed, so deadline extensions
and lenience can help as bonus interactions that get the member really
integrated into the fabric of your club, after which, they’re never going to
leave!</p><h3 style="text-align: left;">Lets Move For a Better World</h3><h1><o:p></o:p></h1>
<p class="MsoNormal">It’s no coincidence that Technogym’s global challenge runs in
March (14-31 March in 2023). It’s a great way for clubs to add a little extra
motivation for their members, keep them visiting or being active, and even
add a few extra members.</p>
<p class="MsoNormal">A global campaign to get more people moving, and a fight
against sedentary lifestyles, LetsMove is about collecting MOVEs for your club.
But it’s about a whole lot more, like learning new ways to become active, inspiring
your local communities to move more, competing against other clubs and
countries, and ultimately, creating a better world!</p>
<p class="MsoNormal">You need to be connected to the mywellness ecosystem to take
part, check Technogym.com/letsmove to see if there’s a club near you taking
part, or to see how your country is performing on the league table.<o:p></o:p></p>
<p class="MsoNormal">Or join our live-stream on Friday 10 March on <a href="https://www.linkedin.com/video/event/urn:li:ugcPost:7034897532954517504/" rel="nofollow" target="_blank">LinkedIn</a>, <a href="https://youtube.com/live/HYcPsGZSaWM?feature=share" rel="nofollow" target="_blank">YouTube</a>,
or <a href="https://fb.me/e/3g8dzk1Sn" rel="nofollow" target="_blank">Facebook</a> to find out more about engaging with members (specifically for
LetsMove, but you’ll get some great ideas regardless of your system/kit).</p><div class="separator" style="clear: both; text-align: center;"><a href="https://youtube.com/live/HYcPsGZSaWM?feature=share" imageanchor="1" rel="nofollow" style="margin-left: 1em; margin-right: 1em;" target="_blank"><img border="0" data-original-height="720" data-original-width="1280" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimlhzYZSHFU_vjYhn_2hRp6aA4jV1Rvk0RaZMDdBzNFY18MVAG_PmpRB3OlQ-hLtCnwDuP5yrfJ2RsLEV9FMx5YrTthI5LQjM7VE-thWmLNmviGdqQqo6wc0zl7zV7k_Sqs-HyPqDVOxkjFvFJecBd21lsXKg1w4jn2JpdvXgs382hoJA5VYtyOX4D6Q/s320/LM4ABW23%20Engage.png" width="320" /></a></div><h3 style="text-align: left;">Here to help</h3><h1><o:p></o:p></h1>
<p class="MsoNormal">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.</p>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-20574915515184069642023-02-07T08:01:00.001+00:002023-09-19T16:25:28.481+01:00What Happens Next? 2 tactics to reinforce your onboarding journey.<h4 style="text-align: left;"><span style="font-weight: normal;">Use one or both of these strategies to take all your new members to the next level</span></h4><div><span style="font-weight: normal;"><br /></span></div><h4 style="text-align: left;">January was a good month, and if you've followed the first 3 tips in our series of 15, you’ve Sold Retention, Onboarded Everyone, and Promised Progression. All your new members are super-engaged, building up their health habits, and feeling great about being a member of your club. </h4><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiw-8nWH-Nl0gSRXZ0mU55aUME5VwFsVMV4Ydexkm70iVWXMdY5UwvHdwQNcSedJlxrwPF59fQuiMi7j8tQM531Q05AXhZy63rgpeyhomXX1bKwpl31_-GwJqX2P7GhAH76CfHeTsyEk7R2hGsRFa1Zcy2Ca0CijJnNYBMTCsqX8LSmaT2DY8bZ0VoFrQ/s3800/absolutvision-82TpEld0_e4-unsplash.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2533" data-original-width="3800" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiw-8nWH-Nl0gSRXZ0mU55aUME5VwFsVMV4Ydexkm70iVWXMdY5UwvHdwQNcSedJlxrwPF59fQuiMi7j8tQM531Q05AXhZy63rgpeyhomXX1bKwpl31_-GwJqX2P7GhAH76CfHeTsyEk7R2hGsRFa1Zcy2Ca0CijJnNYBMTCsqX8LSmaT2DY8bZ0VoFrQ/s320/absolutvision-82TpEld0_e4-unsplash.jpg" width="320" /></a></div><br /><p><br /></p><p></p><h2 style="text-align: left;">What Happens Next? </h2><i>[my favourite round on Question of Sport, read in Sue Barker's voice, or for older readers, David Coleman or David Vine]</i><h4 style="text-align: left;">While the first month, or first 7-10 visits are most important for your new members, you can boost their loyalty and enthusiasm further with a couple more steps. So don’t take your eyes off your new recruits this month, but do take your graduates from last month and try one or both of these tactics.</h4><p>These are tips 4 and 5 in a series to celebrate GGFit’s 15 years in business. <span></span></p><a name='more'></a>Stay tuned for more.<p></p><p><br /></p><h3 style="text-align: left;">4.<span style="white-space: pre;"> </span>Upselling for Retention</h3><p>Think about all of the services, products, classes, programmes, or activities that you offer. Make a list if you can, and consider how your members progress along a pathway engaging with those offerings. Which are the most popular, the easiest to ‘sell’, bring in most referrals, and where are the links between them?</p><h4 style="text-align: left;">More PT packs</h4><p>For example, very few members will buy a pack of PT sessions in their first month. A ‘free’ PT session might help sell a handful, but there are better ways for your members to get to know your PTs; a small Group X taster, programme review, exercise correction or acclamation. For every exercise correction interaction in the gym, a good instructor should try to do at least two acclamations (aka “good technique, well done”). </p><h4 style="text-align: left;">More Classes</h4><p>Take members who have not attended a class or Group X session in their first month and invite them to a taster class. If classes are not included in their standard membership subscription, then extend the free class access they got in their first month (you did give standard members a free class upgrade in month one, didn’t you?)</p><h4 style="text-align: left;">More Shakes</h4><p>An even simpler idea is to give a new member a free coffee, shake, or smoothie after their tenth workout. It might register as a random act of kindness, but clubs that hand out a high-five drink every ten visits will tend to see higher food and beverage sales.</p><p><br /></p><p>While these actions might result in members upgrading their membership, the intention is just to get them to try more of your services, which will boost engagement and retention. Some will be happy with standard membership, but giving a little extra is a simple bonus for your newest recruits. It’s also really important for them to experience more of your club, so they can understand more about you, and review and recommend you to their friends. Which brings us on to…</p><p><br /></p><h3 style="text-align: left;">5.<span style="white-space: pre;"> </span>Referrals and Reviews</h3><p>The best time to ask for a referral is right after a new member joins. They feel good about their buying decision, and if you ask them in the right way, will be happy to share with their friends.</p><h4 style="text-align: left;">Why & WIIFM</h4><p>Asking in the right way is critical though… WHY do you want a referral, and what’s in it for the member (WIIFM). This is not about sales (really) but about retention. Friends who train together stay longer, train harder and push each other, and therefore get faster results. So, you're asking for a referral because it will help the (existing) member. Any financial incentives (for the club or for the member) should be secondary. </p><p>Ask for a referral after a new member joins, and then ask them again after the first month. Ask again regardless of whether they referred anyone before, and especially if they did (bring another friend down!) Tell them it’s expected, and explain why you're keen for them to bring a friend… it's for their benefit more than the club's!</p><p>Make the process as easy for them as possible, they can either take a card or code for their friend, bring them to the club with a guest pass, or whatever else works seamlessly. For those that refer someone, help them build the habit of referring more! Offers and financial incentives can help, but the main benefit is increased membership retention, for the member and the club. Referral challenge months are a great way to get more members referring friends and colleagues.</p><p><br /></p><h4 style="text-align: left;">Five Star Reviews</h4><p>Reviews could be a separate section, but we’ll cover this in point 5 too, as it’s something else you should ask your members to do regularly. A review done properly has three purposes; it re-enforces your new member’s great decision to join, gives you some feedback (usually positive), and helps to promote your club to others.</p><p>As with referrals, you need to make it as easy as possible for your members. Direct them to two or three options, independent sites like google reviews or a review platform such as feefo, perhaps a social media site like facebook, or your own webform or paper form. By asking and directing them, you know where most of your reviews will be hosted, and you can reply promptly and say thank you. </p><p>As well as pointing members in the right direction, you can be suggestive with what you want from a review. Don’t turn it into a Daz doorstep challenge. But a couple of questions, or a quick survey after their welcome session or first exercise class can provide useful feedback, or marketing collateral for future members. By completing a quick feedback survey, many members re-affirm that they’re getting value from their membership. </p><h4 style="text-align: left;">Aggregates are Really Great</h4><p>If you have a partnership with an aggregator such as <a href="http://www.hussle.com" rel="nofollow" target="_blank">Hussle</a> or <a href="http://www.gympass.com" rel="nofollow" target="_blank">GymPass</a>, one of the benefits is the independent review platform. Make the most of this to get more people to use that service and visit your club. Responding to, and publishing those reviews (positive and negative) will help your wider web reach. Be sure to ask and follow-up with any visitors through third party services for a review, just as you do with new members.</p><p><br /></p><h3 style="text-align: left;">Here to help</h3><h4 style="text-align: left;">If you would like advice on strategy, definition, or implementation of your member journey processes, 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.</h4><div><br /></div>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-12204197734334692023-01-06T15:40:00.002+00:002023-01-06T15:40:00.164+00:00"I've come from your competition" - Sales tip Jan '23A new prospect walks into your club saying they’ve just visited your competitor around the corner [or that they’re thinking about leaving that club to join you].<br /><br />What’s your first response?<br /><br />Don’t put them down… big them up! <br />Think of one of your competitors USPs and compliment it.<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi92MpeAMTfN1Wt6ZADWQ58Miuq9xwIrzMsLg-dRUl6F7tNH3qGl1txBAltM-b-XPm06s90o_TVuMQpy7Lnfke958IA7_uF0XdTXgW8IHei3ugE6lMWPPlyaj0OClE5QiTv4ZZIUJHFXoGMw05Vsa2FsbLTAalFTc0rg-L8kxFpJ_oQfS8iDHMsEi_hYg/s1980/riccardo-annandale-7e2pe9wjL9M-unsplash%20(2).jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1113" data-original-width="1980" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi92MpeAMTfN1Wt6ZADWQ58Miuq9xwIrzMsLg-dRUl6F7tNH3qGl1txBAltM-b-XPm06s90o_TVuMQpy7Lnfke958IA7_uF0XdTXgW8IHei3ugE6lMWPPlyaj0OClE5QiTv4ZZIUJHFXoGMw05Vsa2FsbLTAalFTc0rg-L8kxFpJ_oQfS8iDHMsEi_hYg/s320/riccardo-annandale-7e2pe9wjL9M-unsplash%20(2).jpg" width="320" /></a></div><br /><span><a name='more'></a></span><div><br />For example, <br /><ol style="text-align: left;"><li>If they open 24/7, say “it’s great they open round the clock” </li><li>If they have a pool, say “they’ve got a lovely swimming pool” </li><li>If they are community focused, say “they have an awesome community, don’t they” </li></ol>There’s a good chance that the prospect will correct you and tell you what they don’t like at the other club, after all, they’ve come to you to find out what’s different. So, they might reply:<br /><ol style="text-align: left;"><li>Yes, but I don’t feel safe there with no staff (so instructors are important to them). <br />Or… Not really, I only want to work out from 8am. </li><li>I don’t know, I’ve never used the pool, and it’s included in my membership fee. <br />Or… no, it’s not that well maintained for what you pay. </li><li>No, it’s pretty cliquey. <br />Or… I prefer to workout on my own. </li></ol><h4 style="text-align: left;">Don’t put your competitors down, often you can find out more about a prospective member by complimenting their current club, or the one they’ve just visited. There’s a reason they’re checking you out, so be nice to them! </h4><br /> </div>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-674315449071974692023-01-04T08:12:00.017+00:002023-09-19T16:25:28.481+01:00 3 Steps to Get MEMBER RETENTION Right in 2023<p><i>Simple starters to improve retention and get more members to stick around</i></p><h3 style="text-align: left;">Retention will be one of the key differentiators in 2023. We ran several workshops last month for forward-thinking clubs who want to thrive this year and get their members to stick around longer. Sales is naturally a big focus in January, but if you get your new members off to the best start, you’ll reap rewards down the line.</h3><p><br /></p><p><i>These are the first three tips in a series to celebrate GGFit’s 15 years in business. Stay tuned for more</i></p><p><br /></p><h2 style="text-align: left;">1.<span style="white-space: pre;"> </span>Sell Retention</h2><p>Incorporate your retention activities and actions into your sales process. Tell your new members what they get as new joiners, what you’ll do to motivate them, what is expected of them, and start with why. <span></span></p><a name='more'></a><p></p><p>Why do you have retention processes? Forget about joining fees, health and safety, tours, or programming (for a moment). You want members to stay with you for as long as possible, and for them to get results, which is what they want too.</p><p>As a new member joins, they’re not thinking about leaving, but many members will have left a club before, or know someone who has. So, explain how you’ll keep them motivated, you’ll reassure them, and show that you care about their health and fitness. This way, you might even win a few extra sales from your competition by talking positively about retention.</p><p>Sell the benefits of the onboarding process, whether it includes an induction or welcome session, programme, first class, or measurement. You might like to attach a monetary value to the new member appointment series. But beware of the ‘experienced’ exerciser who doesn’t want to follow the process (and therefore wants a discount). They’ve left a club before, so you need to help them make it work this time around.</p><h4 style="text-align: left;">The sooner you start talking about retention in your member journey, the quicker your new members will start the journey, and the longer they’ll stay.</h4><div class="separator" style="clear: both; text-align: center;"><img border="0" data-original-height="2988" data-original-width="5312" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgioY9_RM6liqPoGIrS4UQAvYZhtrdRbuEXoduTcOCMYl_8Bgvxq2CvDrC8gMjnQzk4K7Y200WNJ8s9iJVf6v72F9uk78pW3xUU1wEVTVRsdDFySFLmwNiH1RVfnN48iPW5u3vAVsixi6gbrsBM0aOm2WvzF7jYZo8xeXFf7doYs2ggXJJN3c8HPUfoAg/s320/Gym%20Sign.jpg" width="320" /></div><h2 style="text-align: left;">2.<span style="white-space: pre;"> </span>Onboard Everyone</h2><p>The first session is critical, if only to ensure your new members make one visit. A key learning from working with low-cost clubs is that people can join online and never visit. Some will only visit once, never to return. Both kinds of member will soon cancel.</p><h4 style="text-align: left;"><b>All the research shows that members who have meaningful early interactions with staff stay longer. </b></h4><p>Call it what you want, a welcome session, getting started, step one, first appointment, but preferably not an ‘induction’. Every new member needs some kind of onboarding contact, and many will benefit from a follow-up (to make sure they visit twice). It could be a fast-start for members who say they’re experienced, but everyone needs something. Experienced members have left a club before, after all. So, you could say they need onboarding more!</p><p>Some clubs use the appointment as an opportunity (or excuse) to exchange access control (membership card, or biometric entry credentials). But they also use this interaction to meet the member, build rapport, offer body composition measurements, book a first class, or a follow-up session, and any other important onboarding activities. </p><h4 style="text-align: left;">Any new member that misses out on this experience is likely to be at higher risk of leaving</h4><p><br /></p><h2 style="text-align: left;">3.<span style="white-space: pre;"> </span>Promise Progression</h2><p>The third tip requires you to really get to know your new members (so make that onboarding appointment count!) Find out about their reasons for joining (more than “lose a bit of weight”). </p><p>Help them to map out their journey and show where your member journey will help them (or adapt it for them if possible). Weighing scales, tape measures, body composition devices, photos, or other measurements might come in useful, or progression could be measured on a wellbeing score, time, speed, strength, or by feelings… of energy, happiness, or liveliness.</p><h4 style="text-align: left;">Ultimately, progression will be down to the member, but you have the power, people, and processes to support them on their journey, and if you show them how they’re progressing, they’ll be members for life.</h4><p> </p><h2 style="text-align: left;">Here to help</h2><p>If you would like advice on strategy, definition, or implementation of your member onboarding processes, 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.</p><div><br /></div>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-44048470635814468192022-12-12T20:12:00.002+00:002022-12-12T20:12:32.914+00:00The Independent Gym Owners Conference - Doing Things Differently<h4 style="text-align: left;">The biggest and best gathering of independent club owners and operators took place on 1st December 2022. While there were some excellent speakers, and it’s important to have supporting suppliers who help the event to happen, the real value was within the delegates in the room. </h4><h4 style="text-align: left;"><br />It’s a chance for independent clubs to get together, share their ideas and learn from each other. A lot of sharing happens in the group online, but people connect properly in real life at the event or after-party, forging partnerships, alliances, and friendships. </h4><div class="separator" style="clear: both; text-align: center;"><a href="https://independentgyms.co.uk/" rel="nofollow" target="_blank"><img alt="Independent Gyms Panel" border="0" data-original-height="1400" data-original-width="3264" height="275" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEivLdkEsMsBjhu1Pt39UX6V8Zi9lcUXI3GMMnMzkoUB860oerqdBJDkkEqqeeICIYT9nOh3sr4QvcHTYncQiU5M9cakVjgwIGDvgnwiBU3D8Hl16VrqGQlscDPL-5vqj9fS3XOXXCHkghsiIlFYHbysZMjPT1YIuJ-Uj-OEXVR1ONdk5oG12wvjzjHCkg/w640-h275/DSC_1659.JPG" width="640" /></a></div><p>The panel debate at the start of the conference encouraged delegates to make the most of the value in the room, talk to each other, be curious, find out about each other’s clubs, and get new ideas or momentum for old ones.</p><span><a name='more'></a></span><h2 style="text-align: left;">Panel Debate: Independent Clubs Doing Things Differently</h2><p>The plucky panellists were:</p><p></p><ul style="text-align: left;"><li><b>Rik Anderson – Operations Manager at Beckwith Health Club (Harrogate)</b></li><li><b>Neil Fell – Owner at OnePT (Rochdale)</b></li><li><b>Alexa Passingham – Lead Coach at The Training Shed (St Ives)</b></li></ul><p></p><p>We spent 10 mins with each club, talking about what they’ve been doing differently, then opened to questions from the audience.</p><p><br /></p><h3 style="text-align: left;">Beckwith – Harrogate </h3><p>Focused on the simplicity of just one membership, even for junior members, who benefit from additional safeguarding and exercise guidance. Staff are key to their member journey, and they have implemented the <a href="https://egym.com/uk" rel="nofollow" target="_blank">EGYM</a> circuit to enhance programming & bring in new members. 75% of all their members have been inducted on EGYM.</p><p><br /></p><h3 style="text-align: left;">onePT – Rochdale </h3><p>Placed a big emphasis on returning members’ safety, using the <a href="https://clubright.co.uk/" rel="nofollow" target="_blank">ClubRight</a> app to enable members to see how busy the club was before they visit. Looking closely at member needs, they developed their 13-week challenge, and use <a href="https://www.myzone.org/" rel="nofollow" target="_blank">MyZone</a> and offer nutrition coaching and products. <a href="https://www.miha-bodytec.com/" rel="nofollow" target="_blank">Miha Bodytec</a> EMS brings in some new members, but is mostly an upsell to their existing member offering, with members able to achieve more in less time with a 30-minute session. 40% of onePT members buy additional PT, which most clubs would be extremely happy with.</p><p><br /></p><h3 style="text-align: left;">Training Shed – St Ives</h3><p>Have focused more on corporate fitness & wellbeing, bringing more people into their clubs, but also supporting corporate client members in the workplace with workouts (in-office clubs) and remotely with <a href="https://www.myzone.org/" rel="nofollow" target="_blank">MyZone</a> workouts and the <a href="https://www.trainingshed.com/wellbeing-score/" rel="nofollow" target="_blank">Wellbeing Score</a>. They have engaged with an amazing 85% of staff with the Training Shed on corporate premises and seen 2000+ responses to the wellbeing score. </p><p><br /></p><h4 style="text-align: left;">We look forward to the next Independent Gyms conference, and the chance to share more positive stories. Kudos to Rob Handy for all his hard work building the group and bringing everyone together!</h4><p><br /></p>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-93029959290584702022-11-09T08:27:00.006+00:002022-11-09T08:27:00.144+00:00Gym Membership Sales Ideas - Nov 22<h4 style="text-align: left;">September member sales weren’t as good as many clubs hoped. If you’re holding out for redemption in January, you need to think again. <br />2023 is the year to focus more on retention (we would say that!), but if you want to talk sales for a minute, here’s a tip.<br />January is (traditionally) a busy time in the fitness industry. Many clubs will have a new member joining offer, when you could actually double your joining fees, and still have a good sales month. </h4><div class="separator" style="clear: both; text-align: center;"><img border="0" data-original-height="3240" data-original-width="5760" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgy6fK1dEzQq1HMHc6jGFW7WEu3w6NMrV5xs_sUSTD-2SmLVkbs32LfDljL_o8sOGNBwx9sPnbhJvt1MNrQ97FBq-Y-8AtS678eFB2eDrnFcI9m2mz24hIj7z6gQgt1C61lBaE14xqTYatWTAyZ6EBMTSSJBLzdgEutjZWcTsdTwQijQIYP319e06WHQA/s320/pexels-gustavo-fring-3984353.jpg" width="320" /></div><span><a name='more'></a></span><p>This year, why not beat the rush and get your brand in front of members by joining the smart clubs… Run an offer through December rather than January. Hit your ex-members and all your leads and prospects with a limited-time deal (join by 31 December). Those who join early in December get more from the deal than those who join last minute. </p><p>The deal depends on your club, demographic, previous membership, etc. But getting new members through the door in December is a great way of bagging more sales, even if they perhaps don’t pay until January. Maybe they get next December free of charge (too) if they’re still members then.</p><p>Follow-up on engagement and a hard closeout after Christmas, from 27 to 31 Dec. Historically, Boxing Day can be a good day for online membership sales (post-feast fitness commitment), and New Year’s Eve is a Saturday this year.</p><p>Think of it as the opposite of sales sandbagging. Get the new members in before the end of 2023, and you won’t need to drop your prices in the New Year.</p>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-23838301851920863982022-11-09T08:15:00.005+00:002022-11-09T08:15:00.141+00:00Using Digital & Tech to Augment Reduced Staffing Levels<h4 style="text-align: left;">Staffing is one of the big issues in the fitness industry. It has always been difficult to recruit and retain staff, but it has become harder post-pandemic. </h4><h4 style="text-align: left;">We’ve discussed this in previous articles, but lately, there is more focus and debate on operating with reduced staff, or even no-staff gyms. </h4><h4 style="text-align: left;">The best member retention rates are created through staff interaction, but if you’re having to work with a smaller team, there are still ways to maintain good member retention.</h4><div><br /></div><h3 style="text-align: left;">Staff leaving</h3><p>The furlough scheme in the UK helped keep some staff during lockdowns, but many top fitness instructors and PTs took the opportunity to set up their own businesses, sometimes taking members with them. Some realised that they could make more money with less effort by delivering parcels or fast food. Others re-trained for careers outside fitness. <span></span></p><a name='more'></a><p></p><p>As a result, clubs have lost staff, and many facilities are struggling to recruit new instructors and other key fitness staff. Some are adapting their strategy to operate with smaller teams or no staff at certain times. This has been tried before when low-cost gyms first opened (FitSpace Gyms in the UK in 2007). Many fuller service clubs dropped their prices and service levels to try to compete with budget clubs and lost many members who wanted to pay more for more service. </p><h3 style="text-align: left;">Retain Staff to Retain Members</h3><p>You need good staff to deliver a good service and retain members. Technology helps, but nothing makes a connection like a face-to-face interaction, appointment, class, or even a phone call.</p><p>But if you have fewer staff, the right systems can help to augment your retention solution. Technology does not replace staff, but it allows your team to focus on the right places and on the right people, and to measure the efficacy of their actions. </p><h3 style="text-align: left;">Some members need more attention than others</h3><p>Some members will be fine visiting regularly, nudged along by the occasional communication, a quick hello, simple messages, and good customer service. But others need more help to build the habit, perhaps needing a programme, or the motivation to join a class. Systems can help to identify these members, working with visit data and other information if necessary to show your staff who needs more help.</p><p>Member communications can also encourage interactions to happen. If a member is told to book an appointment with a coach, and the coach is looking out for the member, you’ll have more success.</p><h3 style="text-align: left;">Thirty days – Congratulate or Encourage?</h3><p>A simple example is the 30-day congratulate/encourage message. Every new member gets an SMS/email/letter 30 days after joining. If they’ve made 4 or more visits, they get the ‘congratulations’ message, otherwise they get the ‘encouragement’ message. You have an instant KPI in the split of congrats vs encourages, plus a list of people who need more motivation. If you have the resource, it’s worth reaching out to them asap.</p><p></p><div class="separator" style="clear: both; text-align: center;"><img alt="Sending member communications" border="0" data-original-height="5205" data-original-width="7808" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjV2g3K9cLaG6_a1kx8t_sgXW0UtBvrvOtSVgj3MceQwDrZAB3v4ycPt_5vt7JA7bNiP8QVNkN369unETbPacMUD52lRYfrGtndyn4UgidfRAt4nFb4Jj3cVgKkeICjUJqHABL2GGkU79JmRsHLj8Ofz3IenZvobVn3NceIThLS5jheOeFnBo_JEL0hXA/w320-h213/two-woman-wearing-red-and-white-sports-bras-907826.jpg" width="320" /></div><p></p><h3>Making the technology work for you</h3><div class="separator" style="clear: both; text-align: center;"><p style="text-align: left;"></p></div><p>Low-cost, low-staff gyms have used member communications to good effect, and it’s always possible to improve engagement and retention, just ensure you measure it. FitSpace aspired to a zero-staff model. It was never achievable in reality, but they were constantly looking at ways to get more from tech and systems and use the results to guide staff activity.</p><h3 style="text-align: left;">Don’t perfect it, get on with it</h3><p>When building a digital member journey, it’s important not to get bogged down in defining the whole journey at the start. Try sending one or two messages, learn, adapt, and improve the journey. Consider the channel (email, SMS, post, etc) along with the key messages and content. </p><p>For example, if you send the 30-day message by email, you might get a 40% open rate and a 10% open rate (twice the fitness industry average, since new members are generally more engaged). But this means that 4 in 10 messages are opened, and only 4 in 100 are clicked. Choosing SMS for the 30-day message will likely get a 99% open rate and 60% click rate, which is clearly engaging with many more members. </p><p></p><div class="separator" style="clear: both; text-align: center;"><img alt="Reading an SMS message" border="0" data-original-height="3744" data-original-width="5616" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiCIr6t6iPfiArWkc9JyWVnX2oy214fFKCU9ZSvSeNSFpviCXfm7k6-XUDEF7Ei-ppKpmFhT_Xs_DPkoPirCTyKaHGPbbap7-_WLKyw-MZ52wMQrh6yeYpAqrXAXFsnxlz0hGhSRCEEGCi-ZjlTKuvzVYl8gCsGS4crZ_sKseShp8OEP3HKuwfdCDNs4Q/w320-h213/iStock-476569317.jpg" width="320" /></div><br />So, sending some key communications and analysing the results is one of the critical factors in building a good digital member journey. It should also be connected to the physical or face-to-face interactions available to all members, new and existing. <p></p><h3 style="text-align: left;">Here to help</h3><p>If you would like advice on strategy, definition, or implementation of your member journeys, 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. Find out more at <a href="http://www.GGFit.com" target="_blank">GGFit.com</a> or email <a href="mailto:info@ggfit.com">info@ggfit.com</a></p><p><br /></p>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-65971171102846970042022-10-12T07:09:00.004+01:002022-10-12T15:47:34.851+01:00Don't Let Leavers leave without a chase <h4 style="text-align: left;">Leavers are outnumbering joiners at many clubs this autumn. Clearly the rising cost of living and economic uncertainty is having an effect, but you need to find out more about why your members are leaving. There are two parts to this article, the first talks about the reasons to contact leavers, and then a real-life anecdote about cancelling a corporate gym membership.</h4><div><br /></div><h3 style="text-align: left;">Attrition on the rise</h3><p>Lots of clubs have seen reasonable membership sales in September 2022, traditionally the second-best sales month of the year. Few had record sales numbers though, and membership attrition is on the rise across the whole industry. <span></span></p><a name='more'></a>Some public sector clubs and chains are seeing around 150 leavers for every 100 joiners, and even independent gym owners are seeing more cancellations than new members.<p></p><p>When presented with this conundrum, our question is always “<i>why are your members leaving?</i>”. The two most common responses are “<i>we don’t know</i>” or “<i>I guess it’s the economy/competition/other</i>”. It’s incredible that so many clubs are still not reaching out to leavers, at least to learn from them, if not to save them. Learn how, when, and who is cancelling (these could be on a leavers KPI dashboard), but most importantly learn why.</p><h3 style="text-align: left;">Why is contacting them so hard?</h3><p>Sure, it’s hard to contact members who are cancelling. It can be a thankless task. Here are three of the reasons people don’t want to do it, and arguments against the excuses.</p><p></p><ol style="text-align: left;"><li><b>They don’t like us<br /></b>They don’t all dislike you, or your club. Some will be keen to give you feedback if you just ask them.<br /><b><br /></b></li><li><b>It’s not worth it<br /></b>You will never get a reason out of many of them, but it is worth it. You need to try to contact as many as possible. Even if you only hear from 5 or 10% of cancellations, you will still find out something that you can change in future to reduce attrition. And some leavers will appreciate the gesture. Even though they don’t get back to you, they may rejoin in future because of your efforts.<br /><b><br /></b></li><li><b>There are so many of them, we don’t know where to start<br /></b>All the more reason to try to contact as many as possible. Try simple ways to contact them all to start with, trigger an email or SMS (or both) linking to a survey or form. You’ll get low engagement from low effort though, so if you have the resource, choose to contact certain segments or demographics (e.g., high value, cancel method, clicked but didn’t feedback) by phone, letter, or other messaging channels.</li></ol><p></p><p><br /></p><p>If you’re an independent club owner, you typically have a closer relationship with your members, so have relatively fewer cancellations, and thus more success reaching out to them. But larger clubs and chains should have more resource and systems to take on the problem, using economies of scale to learn more from more leavers.</p><p>At GGFit, we work with public, private, and independent clubs; chains, trusts, and single sites on all aspects of member retention. It can seem counter-intuitive, but we sometimes start an engagement with the leaver’s journey. The feedback from members cancelling can help with defining the new and active member journey, increasing their engagement and length of stay. Plus, as a bonus, you might save a few leavers along the way.</p><h3 style="text-align: left;">Member stories</h3><p>I’ve chatted with several friends who’ve cancelled memberships over the last month or two, and they’re always amazed by the lack of contact they get. Most get absolutely nothing, not even an acknowledgement after writing or cancelling their direct debit.</p><div class="separator" style="clear: both; text-align: center;"><img border="0" data-original-height="2666" data-original-width="3999" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOQibl6DB9zT-pUg0Zqg_fQrJ7MH2Xrm68Qm41DdjoJrq0YbohDRrPU7XqbOKrwFez1_E-iaVnSApHMwLmeg7bSLUT-Ibo6gluhPkXP5DWlURw8IsId6PJ2Eekyj3iwnbwFh4d8r-OLN4v/s320/markus-winkler-7EwWeNyzSwQ-unsplash.jpg" width="320" /></div><p>One friend read his contract terms diligently, and hand-delivered a cancellation letter to the club (a large, expensive national chain), only to be told that he couldn’t cancel in writing (even though the terms said he must). 40 days after completing the website form and stopping his payment, he’s still awaiting confirmation of cancellation. In the meantime, he’s received 3 free guest passes for the club, for the first time! </p><p>There were so many positive stories of cancellation conversations during the pandemic – supporting members and ex-members, but it seems most of the fitness industry is sticking its head in the sand and reverting to a focus on sales and offers at any cost. </p><h3 style="text-align: left;">You’ll miss 100% of the shots you don’t take</h3><p>Meanwhile, more and more members are leaving. Therefore, there are more lessons being missed. You just need to try and have a conversation with cancelling members. You will not save them all, but you’ll save none if you don’t reach out to any of them.</p>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-62523455430926308142022-09-06T20:24:00.009+01:002022-10-11T08:07:11.708+01:00One step forwards, two steps back - Retention ideas for Autumn 2022<h4 style="text-align: left;">For the last few years, many clubs have been running to standstill. As retention consultants, we often get called in to help shift this balance, reducing attrition to enable clubs to really grow their membership.</h4><div><h3 style="text-align: left;">One-in, one-out</h3>It’s been an incredibly tough few years for the fitness industry, and while there have been pockets of positivity as clubs have re-opened following COVID-19 lockdowns, operators and owners are still talking about new member numbers matching leavers each month. Members and prospects have more concerns, more alternatives, less time, and less money. And as clubs focus more on sales, the retention battle gets harder to fight, let alone win.<br /><br />Unfortunately, it’s about to get tougher. <span><a name='more'></a></span>Nearly everyone is facing increasing bills and will need to cut back on spending. Where facilities focus on leisure, they become a “nice to have” rather than an essential spend (as discussed by <a href="https://www.linkedin.com/in/john-oxley-118108a?miniProfileUrn=urn%3Ali%3Afs_miniProfile%3AACoAAAHLoqQB7vgHHB4jfvd8vqZn4eNwmJYit_Q">John Oxley</a>, <a href="https://www.linkedin.com/in/mark-tweedie-77261165?miniProfileUrn=urn%3Ali%3Afs_miniProfile%3AACoAAA3LdAYB6fy0M-TPtvGLZ9_xuRCmB2-Meqs">Mark Tweedie</a>, and others). Spending money on your fitness becomes a luxury, rather than on your health (a necessity?) Through the pandemic lockdowns, people have discovered many cheap or free ways to maintain their health. Daily walks are the norm, with or without a dog. Communities like parkrun are booming, and while the buzz of working out with Joe Wicks has quietened down, he’s not gone away. This morning’s workout has over 2,000 views, and last week’s kettlebell workout 27,000.</div><div> <br /><h3 style="text-align: left;">Tightening and therefore loosening belts</h3>September is traditionally the second-best month (after January) for fitness membership sales in the UK. Hopefully, this trend will continue despite the economic situation. However, I fear we will see membership cancellations exceed new joiners over the remainder of 2022. As people come back from the highs of summer holidays to the reality of work, school, increasing bills, and uncertain futures, they are taking a good look at their outgoings, budget, and tightening their financial belts. Which ironically, means many will end up loosening their physical belts!<br />Twice as many leavers as joiners<br /><br />There’s going to be a shift from the one-in, one-out pattern this autumn. I predict some clubs will see twice as many leavers as joiners in September and October. This is not intended as retention scaremongering. If I’m wrong, I’ll be very happy. But in the meantime, as always, I have some suggestions to reverse the tide, and get back to membership growth.</div><div><br /><h3 style="text-align: left;">Early warning systems not working</h3>Traditional early warning retention systems are still important, but not all your leavers will be flagged as high risk. You should continue to (or increase) focus on monitoring members' visits, and contacting at-risk or absent members. Work on what you control, with the systems that you have. Resource, development, and/or training on your systems may be required.</div><div><br /><h3 style="text-align: left;">It's good to talk</h3>Some leavers will come out of the blue though – having visited regularly, even frequently, right up to the point when they cancel. So, it’s important to look at your leave process for all cancellations. This was a big learning point for many operators during lockdown. Contacting cancelling members is vital for your business, by any means necessary. Phone, email, SMS, messenger, and post all help to reach out to members who are leaving. <br /><br />The feedback and learning that you get from talking to cancelling members is critical information to help you to improve. The primary reason for the contact is to get feedback, secondary is to save the membership if possible. <br /><br />If you do have 200 leavers and just 100 joiners, there are twice as many potential lessons to be learned. So many clubs stick their heads in the sand when members cancel. Don’t ignore your leavers – reach out to as many of them as possible, as they’re a valuable resource. If necessary, focus your resource on certain groups – longer members, more valuable members, family members, etc. but ideally, try to contact all of them.</div><div><br /><h3 style="text-align: left;">Low visit memberships</h3>The first focus is to get feedback, but as you start to see trends (beyond the usual lack of money, moving away), you might adapt your recovery tactics to include offers such as a one-visit-per week membership, or even a one-visit per month membership (see Health Seeker subscriptions). <br /><br />These can tie in with, or work alongside remote support subscriptions, including access to your app, online workouts, programmes, or other health and fitness support outside the club. <br /><br />If you can convert a cancelling member onto a lower subscription rate, you can retain them for now. Then you need to ensure that you can keep them engaged on the lower rate in the short term, either maintaining them on that level, or looking to upsell back to full membership in the future.</div><div><br /><h3 style="text-align: left;">A Leaving Gift</h3>This will feel completely counter-intuitive at first, but have you considered giving your members a leaving gift? Perhaps not members who cancel after only a few months. But members who have been with you for years would appreciate something as a thank-you. They’ve paid you hundreds or even thousands of pounds over the years, it’s really not much to ask.</div><div><br /></div><div class="separator" style="clear: both; text-align: center;"><img border="0" data-original-height="4000" data-original-width="6000" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgVZ9DRmiCt5FLDkGIwTT0AVX07mG1ARrygElJ0fMEab2YBazJUSw7P-vgG_YM9ya6GDGG8jRW7eT4EpKD7Vl4Taesny8nANW-N91znQpuhwn-8trnSGdH8DRjBxIB20toIl8OPvW39cCQhZbYKWWbkG5UeSj6vP_dWs3F1YsFdgjTlCoBKgVGsRTOeSQ/s320/pexels-mikhail-nilov-6740821.jpg" width="320" /></div><div><br />A simple resistance band, workout plan, or nutrition guide is a nice touch that can help maintain engagement with an ex-member. Many new members get a water bottle, towel, or t-shirt on joining (or even better, after one month) so why not gift your leavers with something useful for their ongoing health and fitness journey. <br /><br />Access to your app should be a no-brainer, but doesn’t always have a perceived value, unless sold properly. Another alternative is a voucher for your store to buy some home exercise equipment; mats, kettlebells, and skipping ropes, all branded to remind them of their previous loyalty to your club. <br /><br />These gifts or products can work back to the remote programming that you can offer, either free or as a subscription. Through this, they can stay connected, even join online communities and challenges, so that you have an engaged audience for re-join offers or as a feedback group.</div><div><br /><h3 style="text-align: left;">30-day cooling-off period</h3>Another idea from the joining process is to offer leavers a 30-day cooling-off period. Again, this might seem a little unconventional, but if you do it when people join, why not do the same when they leave. <br /><br />Simply tell a member who has decided to leave that they have 30 days to change their mind. This gives you an opportunity to contact them again at least a couple of times during the following month, asking them how they’re getting on (personalised if possible), and offering to reconnect with whatever memberships, subscriptions, or services you have. There’s nothing (other than opt-out) to say you can’t continue to attempt to re-engage beyond 30 days, but a deadline adds another level of focus to the process.</div><div><br /><h3 style="text-align: left;">SAY THANK YOU</h3>I sincerely hope that you don’t have more leavers than joiners over the coming months. Regardless, there is always lots to learn from your leavers, and if there are more of them, there are more opportunities.<br /><ul style="text-align: left;"><li>Make it a priority to learn from your leavers, and try to save them secondly. </li><li>Downgrade options are better than losing members completely, keep them engaged on some level if at all possible. </li><li>Say thank you to all members who cancel, either just with words (written and spoken) or with a useful reminder of your brand for their health and fitness.</li></ul>Ultimately, leave the door open, as it’s nearly always easier to sell to an ex-member than a brand new one.</div><div><br /></div>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-70499306957611928032022-08-07T08:30:00.009+01:002022-08-11T21:26:21.663+01:00Your Dream Gym - The story behind the Podcast<div class="separator"></div><div class="separator"></div><h4 style="text-align: left;">Your Dream Gym is a podcast for the fitness industry that talks one-to-one about people’s exercise, motivation, favourite workouts, and helps to raise profiles and boost networking opportunities. It’s available on all popular players including Apple, Spotify, Google, Amazon, etc. </h4><p>Katie Lewis talked to Guy Griffiths about the inception and growth of the <a href="http://anchor.fm/yourdreamgym" target="_blank">podcast</a> from The Collective.</p><p></p><div class="separator" style="clear: both; text-align: center;"><a href="http://anchor.fm/yourdreamgym" rel="nofollow" target="_blank"><img alt="Your Dream Gym" border="0" data-original-height="450" data-original-width="1280" height="113" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiT-bY7a2FaIYK2QtfFrdDxGP3xkdlCS-iWJnR5HoAXgoVMIuwMessZjy1hMXl5TUa6bWhNcSJuxXzwtDrp1QnldMCCItgF_ZSNTFImL9Ni1p6NjtNnK6QNF0QYU0qpIebcfwNxgLVPAieOP9P4lBzoz081FZQVkfFLkQFSzPQ6VnXx3nPhKVh_Qvm0pw/w320-h113/Collective%20YDG%20KS&GG%20banner.png" width="320" /></a></div><p></p><h3 style="text-align: left;">How long have you been into podcasts?</h3><p>I’ve been a huge fan of podcasts since 2014, when I listened to the first episode of Scroobius Pip’s Distraction Pieces. I typically listen to music while working or on the train or a plane, but podcasts accompany me on long drives, runs, and in the gym. I love listening to conversations, learning about new things, but for me, it’s mainly about being entertained.</p><h3 style="text-align: left;">What are your current favourites?<span><a name='more'></a></span></h3><p>I still listen to Distraction Pieces occasionally, but my current favourites would be Never Strays Far (cycling), The Adam Buxton Podcast, The Line-up, The Infinite Monkey Cage, No Such Thing as a Fish, and The High-Performance Podcast. The Skewer is short and intense, but very funny.</p><h3 style="text-align: left;">What about health and fitness-related podcasts?</h3><p>The Game Changers is fantastic, as is Fitt Insider. I also enjoy mpowered and Making the Podium. From a health perspective, the ZOE Science and Nutrition, The King’s Fund pods, and I am (with Johnny Wilkinson) are all good too. </p><div style="text-align: center;"><a href="http://anchor.fm/yourdreamgym" rel="nofollow" target="_blank"><img alt="Some of Guy's favourite podcasts" border="0" data-original-height="720" data-original-width="1280" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjvNTZlNeTsVIhQKjkWxfSGyUlztnKrTmC83cbPK9aANKojQp0KIi2AKDNpGj8FQl6lrcL5qjFZfRT6-R6JS8znbyJCSqLDcgJ4MzgcKTkmvSBk92e9Ydjq0pUrQMQFcOJrKd5go14cDPZO_2uHp4yEMbTRjKC6-YPpPQP5ZPbiOpFC8FZgywfpnxpMaQ/w320-h180/GG%20Pods.png" width="320" /></a></div><br /><h3 style="text-align: left;">Did you always want to host a podcast?</h3><p>Not really. Lots of people said I should, but I couldn’t see the interest or longevity of a podcast about gym member retention, to be honest. </p><h3 style="text-align: left;">So where did the idea of Your Dream Gym come from?</h3><p>The format came from a mix of other podcasts like Off Menu (dream meal), The Moon under Water (dream pub), and The Line-up with Shaun Keaveny. Guests curate their dream music festival, with 5 acts from sunrise to sundown. You learn a lot about the guests (usually musicians or actors) and find out what you have in common with them or discover new artists and music. </p><p>Your Dream Gym couldn’t just be about your best gym kit, as that’s not interesting, even to fitness industry people. People want to know more about other people. A good podcast is like people watching in audio form. Are they like me, or are they different? How are they motivated, what do they like, and can that help me with my health, or fitness, or business, or life? So, we talk about why people exercise, what workouts they love, and then if they had an unlimited budget, what would their dream gym look like, or feel, or smell, or sound like! </p><p>To borrow from other podcasts, I’m their dream gym genie, and can give them whatever they desire. It’s nice to help people dream, and a lot of fun, which hopefully comes across in the chat. </p><h3 style="text-align: left;">How did The Collective help?</h3><p>The Collective is a network of fitness people that I formed in 2019 with Alina Cooper. Its purpose is to help everyone in the fitness industry to share, collaborate and grow. Everyone from individuals to businesses; instructors, PTs, managers, owners, clubs, suppliers, etc. We host a lot of different educational content online as well as holding in-person networking events.</p><p>It's integral to the podcast, as it allows me to host separately from GGFit. I do sometimes get drawn into talking about health seekers or member retention, but I try hard not to! So, it’s a great platform for the podcast, and allows sponsors to get on board to support the running and promotion to help it to grow.</p><h3 style="text-align: left;">Who are the supporters?</h3><p><a href="https://futurefitforbusiness.co.uk/" target="_blank">Future Fit for Business</a> and <a href="https://www.olivex.ai/" target="_blank">OliveX </a>jumped straight in on Series 2, which was fantastic, but I guess it’s testament to building good relationships with forward thinking companies. We’re excited to announce <a href="https://www.xplortechnologies.com/gb/products/gym-management-software" target="_blank">Xplor Gym UK</a> as the main sponsor for Series 3, and will have two other sponsors, a maximum of two per episode. It’s not hugely expensive to produce, we are more interested in people who will help it to grow with good guests and spread the network coverage, to be honest.</p><h3 style="text-align: left;">What feedback have you had?</h3><p></p><div class="separator" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em; text-align: center;"><a href="http://anchor.fm/yourdreamgym" rel="nofollow" target="_blank"><img border="0" data-original-height="720" data-original-width="1280" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEil9Luvu1A8KHdKugeuVwhqFLEaiBatMs9Qld3hPiXCMampQmPGQx3NCc_yqM_DFTt3CCTOuvP2RR9MZhsc-LmTTGmN34XU-TDgCMUpQzPLMZ7drxs-GWmxvbNdS-jIFrsH2uFOTpgm-pUhgq-m9u77QKvDLXRZf3jSxmAQ8e0pMzo-yP6AguMf838Fpw/s320/Collective%20YDG%20S1.png" width="320" /></a></div>While some guests are a little nervous about what to say before we record, nearly everyone tells me how much they enjoyed it afterwards. Some have talked about getting investment to build their dream gym following the chat, and many have said that it’s really enlightening getting to talk about what they’d do with no limits, or even just talk out loud about how and why they keep active. <p></p><p>Listeners have told me that it’s given them some great insights into the guests. It’s made them more approachable, creating an icebreaker to reach out to them online, or helping with real connection in meetings at face-to-face events. Which is one of the main objectives for The Collective, so it comes back really nicely to our purpose.</p><h3 style="text-align: left;">What’s next?</h3><p>Series 3 guests are all lined up. Georgie Delaney, from the Great Outdoor Gym is our first MBE guest, and there are some really interesting thinkers, strategists, and fitness founders such as Glen Thurgood and Joe Gaunt. Plus, Danny Melling from ukactive will feature, and it turns out his cousin is Shaun Keaveny from The Line-Up, which shows what a small world it is!</p><div class="separator" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em; text-align: center;"><a href="http://anchor.fm/yourdreamgym" rel="nofollow" target="_blank"><img border="0" data-original-height="720" data-original-width="1280" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjtioaFT4Y4smHjOG0HJG1uKhM3cosMGld2D_9i_PUFr75cd9_pVA8c93AmW52V4fL8Vx9sgrAJHMnhQpkvz2zp8sYQK3UR1mr5hks1mIZU3QxHwLGyAEkWrO9aMJmRSVbjtWe2GdDdfUsAqVhBJ4wsRgWuGmh6a1MKETdAKS6U5sX9XF0vF0it5dv6uw/s320/Collective%20YDG%20S2.png" width="320" /></a></div><p></p><p>Following people in previous episodes like Kevin Yates, John Oxley, Katie Bulmer-Cooke, Steven Scales, Phil Horton, David Minton and Shelley Dell can feel like a tough act, but there are so many great people in the industry, I’m sure it will run and run! Any suggestions for future guests or sponsors would be most welcome!</p><p>We’ve sailed past 1,000 listens already, and if it helps people to connect better, it will keep growing!</p><p>Series 3 of Your Dream Gym starts on 30th August with episodes every Tuesday on Apple podcasts, Spotify, Anchor, and all good podcast platforms. </p><p><a href="http://anchor.fm/yourdreamgym" target="_blank">Click here to listen, like, and subscribe</a>.</p><p>#YourDreamGym #podcast #FitnessIndustry </p>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0tag:blogger.com,1999:blog-9158054461495601701.post-8449812684601712152022-08-01T14:32:00.007+01:002022-08-01T14:32:57.695+01:00Gym membership pricing and coffee comparisons<h4 style="text-align: left;">As we approach September, the second busiest month for fitness memberships in the UK, thoughts turn to membership sales, strategies, and price models. </h4><p>It’s clear that lots of leisure pricing is stuck in the past. Whether we’re talking about joining fees, memberships, or selling the monthly payment as “less than a cup of coffee per visit”, revolution is needed in many organisations.</p><div class="separator" style="clear: both; text-align: center;"><img border="0" data-original-height="3908" data-original-width="5862" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgGXhAaQvqRHXPdncUdsKpx6fbN9iNXxG1-v-Ky4LMlc-L-g7H8kAfnzTUsHEzZPKYR1crD1yOU-eqntzIeQJ_OOnnj1_XP0jGZ_EeVgnuL-IoI2yrpcOWjdWRHZoLgoGthFR3EAZ4m5N5nRB1-MXc2rlHroKtsVmJohhAr0_DLUDQHl-fnpI6q2fMUBw/s320/pexels-andrea-piacquadio-3757950.jpg" width="320" /></div><p><span></span></p><a name='more'></a>Many studio and ‘boutique club’ operators have shaken up the model with pre-purchase packs of sessions. With more agile systems, this can be very successful, particularly if you can get your members to burn through classes or PT sessions quickly to get to the next sale. Sure, it requires more work, but if you put in the additional effort, you’ll get more return. It also creates more sales cycles to focus on as packs come to expiry, which if managed right, can improve retention or renewal.<p></p><p><br /></p><h3 style="text-align: left;">"Less than a coffee"</h3><p>The biggest frustration I hear is to anchor the monthly DD price to a number of visits (typically 3 per week), and then explain that a gym visit is less than a coffee. This is wrong on so many levels. For starters, the average member makes 1-1.5 visits per week, so that’s some expensive coffee. Secondly, why even anchor it to visits? Netflix doesn’t tell you how many movies or boxsets you’re going to watch, Spotify doesn’t say how many songs or podcasts you’ll listen to, and Amazon doesn’t talk about the number of books you’re going to order (or airpods, zinc supplements, and everything else from A-Z).</p><div class="separator" style="clear: both; text-align: center;"><img border="0" data-original-height="4000" data-original-width="6000" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiAnkjrES-ZBVRLTdDfzFMLquNUhaybo-okduipjwChAULAVnIUuwENfy2hx0a3EYzorQu5n9jlf9yItv8oSaAV6h5j8OERRg6xgENIxmnsTUsbEqMENGcrLFAlrTMrecGU2HCYkWUg4WuDm--rv0WsgHOrRGYjFeTdaOxYpsaqeVikkKZFfxeop1lR6w/s320/pexels-andrea-piacquadio-863935.jpg" width="320" /></div><p>By talking about the number of visits and price in the same sentence, you’re setting up many to not join in the first place, and many more to leave when they don’t visit ‘enough’. Of course, it’s important to monitor members’ visits and to encourage them to make more, but common reasons for leaving are that members aren’t visiting enough, don’t have time, or aren’t getting value. So don’t start them thinking like this before they even join!</p><p><br /></p><h3 style="text-align: left;">Subscription Models</h3><p>One of the reasons we’ve been thinking and talking about this a lot lately is the health seeker subscription model, where a member pays a fee for a 30-minute measure and coaching session. Sometimes this fee approaches or exceeds the monthly gym membership, which is perceived as a problem or sales barrier for some staff. Why would they pay the same or more when they can have a gym membership which includes a health check?</p><p>But people are willing to pay for a monthly health check if they get value (education, motivation, and accountability) from their coach. They only have to visit the site once each month, but get all of their value from that one visit. Support emails, calls, and other benefits (e.g., app tracking) are all a bonus on top.</p><p>Meanwhile, for gym, leisure centre, or health club memberships, you need to sell more of the benefits and address your prospect’s short- and long-term goals such as health and longevity. If your leisure management system is fixed to DD payments, you might not be able to sell session packs or transformation plans. Nevertheless, a monthly subscription needs to compete with other essential lifestyle services as budgets are squeezed more and more. Welcome sessions, body scans, programme reviews, and challenges all help with both membership sales and retention.</p><p>Think also about how else you support your members outside the club, and sell these services, if the prospect seems keen to use them. Services such as online workouts, nutrition support, activity monitoring, and club apps are typically undersold, or members are un-educated about the benefits.</p><h4 style="text-align: left;">People are paying the same amount, or more, to NOT visit the gym or attend classes regularly. Let’s not anchor prices to a number of visits or compare to the number of takeaway coffees this September. Sell all the benefits that your new members want and watch your member retention improve with your sales figures.</h4>guygriffhttp://www.blogger.com/profile/00240305961975503980noreply@blogger.com0