In order to improve any aspect of your
business you should put someone in
charge of it.
focused (e.g., who can do the most push ups or the heaviest
bench press). These activities typically appeal to the fit people
who are already attending and likely to continue doing so.
Instead, successful retention activities will attract those who are
not regularly attending.’
Amanda believes that health clubs and small personal training
businesses should allocate at least 10 per cent of their total
marketing budget towards retention activities and programs.
She says ‘This will enable club owners to plan a retention and
marketing calendar, letting them be proactive rather than
reactive in regards to retaining clients.’
Another key tip is to ensure all cancelling customers liaise only
with one person; ideally the manager of the business. She
explains, ‘I implemented this in a facility with a member base
of 4,500 and it reduced the cancellations by 50% every month,
leaving us with a consistent three per cent attrition rate’.
Some of the most innovative retention strategies our experts have come across include:
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Monthly graduation events, which acknowledge and
reward members who stick to the program. In many
cases these have evolved into a club’s key social e fV