Fitness centers and gyms typically see a significant influx of new members every January as a result of New Year’s resolutions. However, a large number of those new members will stop attending the gym shortly after joining, with many eventually canceling their memberships. In order to improve member retention, fitness centers need to employ innovative digital outreach strategies.
Understanding member needs and expectations is a crucial first step in this process. One should consider why the member decided to join in the first place, and then why they later decided to stop using the service. These reasons can often be ascertained by conducting surveys and listening to direct feedback from members. It’s also important to act on feedback received, proving to members that the center values their opinion.
Investing in marketing automation platforms can be a game changer for gyms. For example, Club OS, a fitness software, can be used to streamline administrative tasks and effectively market services to members. It can help to send targeted emails to members based on their usage of the gym, preferences, and other data. Such digital tools can help in promoting a sense of value and personalization for the members, increasing the likelihood of continued engagement.
The optimum utilization of digital outreach strategies such as personalized email and text marketing is key to fostering member loyalty. Fitness centers should ensure that their digital communications provide recipients with valuable content, such as fitness tips, nutrition advice, and information on upcoming events. Emails and texts can also be used to remind members of their class schedules and offer discounts.
Social media is an important platform for promoting fitness centers and their activities. Channels like Instagram and TikTok not only allow the promotion of services but also offer opportunities for interaction and engagement with members. Through these platforms, in-person events, challenges, and programs can be promoted, and members’ achievements can be celebrated – fostering a sense of community.
Moreover, setting up an email or text-based loyalty and rewards program can further incentivize members to stay engaged with the fitness center. A points-based system where every gym visit earns members credits can be executed, with members then informed of their points total and what they can do with them via email or text.
Ultimately, improving member retention at fitness centers requires understanding members’ wants and needs, providing personalized and relevant communications, creating community through social media engagement, and making use of loyalty and rewards programs. None of this, however, would be possible without the innovative use of various tech and digital strategies. The end goal is to create connectedness among gym clients and drive a sense of belonging.
