How do messages help to retain members?

So we discussed how messages alone don’t retain members (you ideally need staff too), but the process of sending and monitoring messages sent can have a positive effect on a club, and help to support the ethos of the club.

Staff understanding of the communications journey(s), and how they fit into the club’s philosophy is key to success.

MyWellness Challenge - April - Marathon/Mini Marathon

After the hype of LetsMoveForABetterWorld, keep your members motivated this April with a simple 26 miles in 26 days challenge. If you think that might be a bit much for some members, then add a mini marathon, where they have to complete 13 miles in 26 days...

n.b. here are two (2) concurrent challenges... some members will join both, that's fine.

Can you run 26.2 miles (42km) / 13.1 miles (21km) in 26 days? Log your treadmill running with your Wellness Key, or MyWellness app, or track your outdoor runs with a connected app.

Type:  Distance Run (2 challenges)
Won by:  Everyone who runs 42km / 21km
Start Date:  1 April
Duration:  26 days
Prizes:  Without

Who you gonna call?

We’re really pleased that several of our Stick Around Service clubs are taking it to the next level and calling either new and/or absent members.

Messages are good at retaining members, but as we've explained here before, a phone call can have a much better effect. Lack of resource is often given as a reason not to make the calls, but here’s three ways of making the most of limited staff time and helping your members stay active:

Calling new members

Ideally, you want to call ALL new members to see how they’re getting on, but if you only

You cannot retain members by messages alone…

…but the messages can help!

OK, some low-cost gyms do rely heavily on email and sms messages as part of their member retention strategy. But to have a really positive effect, the retention messages have to be reinforced.

Here are some ways that you can use member communications to improve all-round customer service at your club:

Encouraging members to interact with staff

All messages should have a call to action, and most of those calls should be to talk to a

Don't limit your member communication by channel

Gym member communication campaigns are popular, but tend to be limited by the channel (or communication method).

Clubs think about the cost of sending, or will often use one method depending on the segment they are sending to. When considering cost, email is usually favourite (i.e. cheapest), even though delivery and open rates are so (comparatively) low. And sending constant texts to prospects, or letters to ex-members will bring diminishing returns. It’s important to mix it up to get the best results, for all segments of your database.

Mix it up - what's your preferred message channel?

What are your preferred member communication methods, and which are most effective? 

Email is often the go-to channel, due to cost, tracking, and content. Some think email is free, but if you're sending bulk mail properly (with unsubscribe options, tracked links, adaptive content, etc), you should be paying something. You can do more with email in terms of content and links to your site or specific landing pages, but as well as the send cost, there is a development and editing time cost which can really mount up, particularly when it comes to tracking campaigns.
However, the big issue with email is the open rates,

FIBO Innovation Tour London 29th Jan

An impassioned David Stalker drove home the inactivity issue again last week at the FIBO Innovation Tour in London. We have to do all we can to #turnthetide, and the ukactive's “Steps to solving inactivity” report is a very interesting read.

29% of people in England are classed as physically inactive. 

Inactivity is responsible for one in six deaths in the UK, making it as dangerous as smoking.

MyWellness Challenge - Feb - Wow us with your Workouts!

Encourage all your members to make as many visits as possible this February with a "Who can log the most workouts" challenge…

Wow us with your Workouts this February! Fame, kudos, and a pat on the back will be awarded to all the highest achievers.

Type:  Workout
Won by:  Whoever completes most workouts
Start Date:  9 February
Duration:  14 days
Prizes:  Without

I’m going to be a personal trainer

Many gym instructors have high ambitions, and plan to be personal trainers in the near future. This can sometimes lead to arrogance, and a disinterest in inductions, programme reviews and generally interacting with members.

However, to be a successful PT, you need a lot of skills and qualities. Some of these can be learnt at PT school, but the most important ones need to be practiced on the gym floor…

Make gym inductions happen!

The induction is one of the most important appointments you make; if it goes wrong, it can ruin all of the hard work that's gone into signing up a new member. We've covered the member who doesn't want an induction, but it's important to handle instructor's objections around inductions too.

Some instructors will let the member take the easy route, rather than deliver the perfect induction.