ON
RETE NTI O N !
by Analee Matthews
T
he success of a health club relies on many factors; one of which is member retention.
We consulted leading industry operators to identify the most successful strategies to
help you smash your retention records.
Paul Brown
Paul Brown, aka ‘Mr Retention’ is the director of Face2Face
Retention Systems (www.myf2f.com), which is a world-leading
innovator in programs and systems that dramatically improve
member retention, customer loyalty and referral based
membership growth in health and fitness clubs, and leisure
centres across five continents.
Paul Brown’s
Top Three
Retention Tools:
Paul has been focusing on his approach to retaining customers
for 17 years. He says that sales and retention are inseparable.
‘Retention isn’t about providing distractions, bribery or
restrictive contracts,’ he explains. ‘Nor will a bombardment
of inconsequential contact or flashing gadgets impress.
“Retention” is a word that describes a client who uses what we
have often enough to justify the cost, recognises the benefits it
brings, and doesn’t want to go elsewhere for it. In other words it
1.
People: the right staff having quality contact with members at the right time.
2.
Pathways: a clearly defined system for your staff and a step-by-step journey to
help your members succeed.
3.
Proof: make the invisible visible. From the guidance and support to the results, put
it all on show so there can be no doubt that your business has the answers your
members need.
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