Personalize Communication with Frozen Gym Members Using GymSales
With state and local mandates changing capacity requirements , gyms continue to face closing , reopening , and capacity restrictions , resulting in as many as 5 to 6 times more membership freezes compared to pre-pandemic levels . Identifying and communicating with frozen members is a “ low hanging fruit ” opportunity clubs have to proactively and successfully unfreeze memberships and reinstate payments .
For clubs managing a large number of frozen member accounts , there are a few possible scenarios you may be dealing with as your members begin to consider coming back . For example , some members :
• May want to be activated from account freeze immediately , as they didn ’ t realize the club has reopened
• Will ask to stay on freeze for an indefinite time based on changing circumstances , such as the vaccine became widely available
• May request a defined period of time that they wish to extend the freeze on their account
• Will request that their membership be canceled
The secret to executing personalized and effective communication with frozen members depends on your ability to easily segment your members . With the integration between DataTrak and GymSales , this segmentation makes identifying frozen members possible and creates opportunities to engage and communicate with them .
Identifying and Communicating with Frozen Members in GymSales
When using ABC x GymSales , you can segment and filter members based on several ABC statuses . For this article , we ’ ll focus on the following :
• Active – Freeze
• Active – Pending Cancel
You can also add or filter by ABC Last Visit Date to help you prioritize members that were more active before the pandemic .
Once you ’ ve created a segment , then you can create a list to use in outbound phone calls , email , and / or text .
How to Communicate with Frozen Gym Members
Here ’ s what a sample of a 30-day sequence from frozen account to reinstatement might look like :
Message 1 : Email
Message 2 : Email Let members know you ’ ll be unfreezing their membership in 15 days , then give them a chance to respond .
Message 3 : Call Let members know you ’ ll be unfreezing their membership in 10 days .
Message 4 : SMS Text Message Seven days until membership reinstatement .
Message 5 : Final Reminder Email Final reminder – five days until membership is reinstated .
Message 6 : Call Three days until membership is reinstated .
The final phone call is meant to determine whether your member wants to stay on the freeze or come off of it . If they want to extend their freeze , find out how long they want to extend it . Then , you can exclude them from the next sweep and add them to an extended freeze list .
Personalized Messaging Keeps Your Gym Members Happy , and Your Team Sane
Setting up personalized emails in GymSales allows you to trigger relevant communications and increases your chances of converting a frozen gym membership to an active one . Having a personal touchpoint helps you capture as many people in the sweep as possible .
The goal is to get your members to come off their freeze . But you ’ ll know that when members do opt to keep their memberships frozen , you have done everything you can to notify them and prevent them from becoming frustrated with your gym .
For complimentary email and text templates to use in your club ’ s marketing efforts , download our 17 Email and Text Templates to Automate Your Gym Lead Management .
If you ’ re ready to streamline your gym ’ s member communication and sales processes with GymSales , fill out the form on this page to speak with a member of our team .