The leaving bonus, or how to get more loyal members

Greg joins a gym, pays the joining fee, and sets up a Direct Debit for the monthly payment. This time he’s going to get fit, make lifestyle changes, and as a result, he’s going to get the girl! He visits twice in the first week, once in the second week, but only manages to squeeze in one quick visit in week four. What happens next?

Staff retention - one of the keys to member retention

With 50% of instructors thinking about leaving the industry, a lot of clubs would do well to take a look in the mirror in order to improve their member retention – it starts with staff retention.

Make your move - Profile App for member dating

With so much discussion about Technogym’s new mywellness cloud apps at Leisure Industry Week (LIW) it’s no surprise that even more innovative ways of using the Profile app (Club 2.0 Aspiration Finder) surfaced. This one was borne out of a late night discussion over drinks at Bar Mechu (thanks, Big Wave Media!)

People have used horoscopes for years to judge compatibility in relationships. Basing decisions or introductions on what star sign you were born under often meets with scepticism, but Technogym’s ‘aspiration maps’ are quite different. Developed alongside extensive research by the University of Milan, the Profile tool really shows what moves a member to exercise. Members and clubs are finding it really useful for  goal setting, programming, marketing and prospecting.

But knowing what moves a person to exercise tells you a lot about them, and this new study* reveals how you can match people for potential relationships based on their aspirations.

Club 2.0 - How it's used (bonus)... Part 5&6 - Instructors and Design

A bonus article on how the Profile App is being used by instructors and clubs. We’re pleased to say that this has been a popular series, with great feedback and additional input. Thanks to Barry for his comments on instructors and from Technogym on club planning.

While Club 2.0 is primarily a member focused tool, it’s also important that instructors buy into the app, and complete their own aspiration maps. Several clubs we know display the instructors’ maps with their photos in reception, or in the gym. This can help to:

• Link instructors’ profiles with the classes they give 
• Introduce a new instructor to members 
• Choose a personal trainer 

Note that instructor’s profiles are often more even spread than members

Club 2.0 - How it's used... part 4 - Prospecting

This series of posts looks at how clubs are using Technogym's Club 2.0 Aspiration Finder to improve their members' experiences.  Last week we looked at the the marketing benefits that Club 2.0 brings, here's a diversion from retention into member prospecting...

Prospective members are regularly visiting your website; just browsing.  They might sign up for a newsletter, or download a free pass.  Likewise, people visit your club every day, have a look around, and might fill in an enquiry form.

The Profile App (Club 2.0) helps you engage with these prospects online and in the club.

Club 2.0 - How it's used... part 3 - Marketing

We’re looking at the different ways Technogym's Club 2.0 Aspiration Finder is used by clubs to develop their business. The last article was about improving member interaction and therefore retention. This week we're looking at how Club 2.0 can help improve your marketing…

Club 2.0 (the Profile App) is a marketers dream.  It provides a database of members and prospects, with Birth Date, Gender, Mobile and E-mail, along with their primary aspiration, and full aspiration map.  Various other fields, such as Company, Address, PostCode, can be made optional or mandatory.

SHAPE - I exercise to burn calories, manage my weight and tone my body

Club 2.0 - How it's used... part 2 - Interaction

Club 2.0 Aspiration Finder is a brilliant tool from Technogym that enables you to know more about your members.  It is also known as the ‘Profile’ MyWellness App, part of the MyWellness Cloud.

We’re running through some of the ways clubs use the tool to further their business.  Last week's post was about improving member retention through programming. This time round, we're looking at how Club 2.0 can increase member interaction…

Interacting with club members is a key element of being a fitness instructor.  Regular contact is part of providing good customer service, and linked to member retention.  

Club 2.0 - How it's used... part 1 - Programming

Club 2.0 Aspiration Finder is a brilliant tool from Technogym that enables you to know more about your members.  It is also known as the ‘Profile’ MyWellness App, part of the MyWellness Cloud.

Club 2.0 has predominantly been marketed as a tool to aid exercise programming.  However, it has many more uses within clubs, and these will come into play more in the Profile App.  We’re going to run through some of the ways clubs use the tool to further their business.  Over the next few posts we’ll look at improving member retention through programming and interaction, increasing conversion of prospects, and sales and marketing to your new and existing members…

Exercise Programming

Since exercise programming was one of the initial drivers for the Profile app, let’s start there.

Social Media Survey Results

This just in…
In our newsletter last month, we asked:

What do you believe is the number one social media platform for member retention?

Get more members to Opt-in – Actions:

Your Systems / Sign-up process

Following our series of posts on how to get more members to opt-in, here's a few pointers that you can use to check in your club and communicate with more members.

Tell the member/prospect how you are going to use their e-mail/mobile, e.g.

• to send them occasional messages (newsletters) 
• to help motivate (remind) them if their visits slow down

Tell them this is part of the service they get at your club, and in the extremely unlikely event that they don’t find the messages useful*, then they are able to unsubscribe at any time.