Save over
50,000
$
Tony’s
Top 3
Retention Tips:
1.
Convince the member to bring a friend and/or have a friend join. We all know it is
far easier to commit to and workout with a buddy than participating by yourself.
2.
Get the member involved in some kind of program (e.g., group exercise, PT, small
group exercise), as it is far better for retention than if they just come in and do their
own thing.
3.
Price. If you are able to charge a higher joining fee and lower dues you, to a
degree, can ‘buy’ member retention. If members commit to a larger up-front
payment, they usually don’t want to walk away from that.
marketing. If your clients are not satisfied with your services
there is no point getting new ones.’
Andrew says the biggest retention mistake that clubs make is
telling their clients/members what their goals should be, rather
than helping them identify what they are ready to change.
‘Trainers need to establish each client’s level of readiness to
change,’ he explains. ‘This may include their exercise habits,
eating habits and alcohol habits. Once this happens you need
to focus on helping people make small realistic changes in
those areas they are ready to change. Never expect people to
make wholesale changes quickly.’
In addition, Andrew advises facilities to ‘Make sure that
trainers are great role models for the clients/members, both
physiologically and psychologically. That way they will be
able to relate to the challenges that clients will face on their
fitness journey.’ He adds, ‘I also believe that trainers should use
a personal trainer themselves (in fact several trainers) before
they start training their own clients. Continued use of a personal
trainer will enhance or reinforce the belief in the benefits of
their services.’
Tony de Leede
Tony de Leede has been a key figure in the fitness industry for
over 30 years. His achievements include owning and operating
successful fitness companies both internationally (23 Australian
Body Works fitness clubs in the US) and nationally (as partner
and managing director for Fitness First Australia, he took the
company from 11 to 86 clubs during his tenure). His latest
venture, Fit n Fast, is a unique budget/time-efficient group of
clubs.
30
Tony believes that it is very important to focus on both member
acquisition and retention. He says, ‘It is normally easier to
get members into the club than it is to prevent them from
exiting; however, member acquisition is a function of contacts
whether they be via marketing, member referrals or proactive
outreach’.
A general observation made by Tony from his 30 years’
experience, is that ‘many clubs feel the more they spend
on “service” (which can be defined in many different ways),
the more a member will stay with them. Generally speaking
though, the clubs with the most floor trainers and the like, don’t
necessarily have better retention than the ones who don’t.’
l
Cal63 (aus)
with the Debitsuccess
billing solution*
73 4
Z)
1300 4 81 0401 (n
4
or 09
d out
in
to fhow
Debitsuccess is
Australasia’s leading
outsourced, full-service
payment collection
company within the Health
and Fitness Industry.
What are the benefits?
• full-service billing
• Greater flexibility
• Consistent Cashflow
• Level 1 PCi Dss Compliant
To Find Out More, Contact:
Amanda Bracks
Andrew Simmons
Bracks Consulting &
Vision Personal Training
Women in Fitness
www.visionpt.com.au
www.womeninfitness.com
[email protected]
www.bracksconsulting.com
Ph: 0407 010 520
Ph: 0419 435 908
Justin Tamsett
Paul Brown
Active Management
Face2Face Retention
www.ActiveMgmt.com.au
Systems
[email protected]
www.myf2f.com
Ph: 02 9484 5501
*based on 1,000 members paying $36 a fortnight and 2%
of members being sent to debt collection each month.
[email protected]
Ph: 0416 299 892
Tony de Leede
Fit n Fast
For more information contact:
Australia
P 1300 473 463 E [email protected]
W www.debitsuccess.com
New Zealand
P 09 481 0401 E [email protected]
W www.debitsuccess.co.nz
www.fitnfast.com.au
WHAT’S NEW IN FITNESS - AUTUMN 2013
The issuer of the billing service is Debitsuccess Pty Ltd (ABN 32 095 551 581). Debitsuccess is an Authorised Representative (AR 407894) of Transaction Services Holdings Limited (AFSL 338256).