In this blog from ukactive Strategic Partner, Xplor Gym, the organisation’s UK Commercial Director, Dave Alstead, explains how effectively re-engaging members at risk of cancelling can help clubs boost retention and keep more people active.
Retention. It’s an ever-important topic for gym operators. Keeping members coming back for longer can increase profitability and support sustainable growth.
And, as an industry, if we can keep more existing and first-time gym members active in clubs, we’ll be better positioned to tackle inactivity.
A vital part of any retention strategy, and one that’s accessible for most operators, is re-engaging members who become at-risk of cancelling.
Recognising the signs that a member is at-risk of leaving
The biggest sign to watch out for when identifying at-risk members is a change in visit habits.
The ‘Winning The War On Attrition’ report found that there’s an average of 5 months between a member’s last visit and a cancellation. In reality, operators need to act much faster.
One of the highest-risk groups are those who normally attend at least weekly but haven’t attended in over a week. By tracking visits using access control technology and gym management software, operators can set themselves up to re-engage these members.
Other signs to watch for include:
- Failed payments – 40% of cancellations happen after a Direct Debit payment fails or is cancelled
- Unsubscribing from or not opening emails
- Leaving negative reviews online
Designing an impactful re-engagement strategy
Once operators have identified at-risk members, it’s time to act and re-ignite the relationship with these members. Making them feel heard and, ultimately, getting them back in and using their membership.
For best results, operators should take a personalised approach and use a mix of communication channels. Key channels to consider include:
- Email – this is the cornerstone of any re-engagement approach. Most operators should be able to use their gym software to identify at-risk groups then automatically send personalised email campaigns
- SMS – open rates tend to be highest for this channel. Strategic use of text messaging can help operators contact harder to reach groups
- Telephone – informal courtesy calls to see how members are getting on can help operators get to the bottom of any issues
- In-person – if a member is still visiting, informal conversations can help members feel supported and part of the club community
When it comes to specific tactics, most operators will need to employ a range of approaches.
That starts with getting the basics right to keep engagement high and stop members becoming at-risk in the first place. Personalised onboarding journeys, effective goal setting and progress tracking, welcoming staff, regular communications, and building a community will all help.
Depending on the demographics, workout habits, and preferences of at-risk members, operators could gather feedback to act on, promote engaging group exercise options, offer guest passes to encourage workout buddies, or showcase flexible membership options.
Above all, being able to automatically intervene at the right time is critical. As a basic rule, if members get to 30 days of no visits, then it’s time to re-engage. For those who visit more frequently that could be 7 days of no visits.
To learn more about Xplor Gym and how to re-engage at-risk members, click here.
Xplor Gymis a member of the ukactive Strategic Partner Group – find out more here.
Disclaimer: Any views or opinions expressed are solely those of the author and do not necessarily represent those of ukactive.
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