Becoming a Powerhouse of Retention

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Becoming a Powerhouse of Retention

• Understanding and Designing a Program to ensure
  the success of your club and its members

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Up to 42 of people who join a health club cease
regular usage within the first 30 days why?

• Not in the habit of attending regularly
• Unrealistic expectations
• Information overload
• Lack of knowledge and belief
• Clubs find out too late who is at risk
• Time
• Lack of results and feedback

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What if you changed your perception?
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Image Problem
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Reality
x
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Obesity in America
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TUBE 2 FUNNEL THEORY
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Dawning of a New Way
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Year One Membership Cycle
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Why do they cancel?

• Discouraged
• Lack of Support/Motivation
• Staff/ Facility issues
• Family Pressures
• Cost without Value
• Guilt or Embarrassment
• Overwhelmed

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Understanding the Member

• G-O-A-L-S
• Guidance
• Options
• Accountability
• Lifestyle
• Success

SCORE SYSTEM Scale of 1-10
Note all important information
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Success Thru Involvement

• Visits ( 2 per week)
• Getting Started Program
• Group Fitness Introduction
• Ambassador Program
• Early Exit Program
• Pick other activities/Programs
• Supply as many choices as possible
• They do 15 of them
• Personal Training
• Small Group sessions/one-on-one
• PT Evaluations ( oil Change Theory)

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Members Rewards

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Members4
E Experience V- Value E- Education R- Results
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How do we Make it Happen?

• Its all about ME

The MEMBER EXPERIENCE
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Flow Chart of Program

• Prospect gtJoin gtInduction(F1, F2, F3, F4)gt
  Graduation gt Advanced Evaluation gt PT gt
  Members4ever Tracking

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System Overview

• Forever 1- Rapport
• Goals/Needs
• Benchmarks
• Rapport/Relationship
• Group Fitness Appt
• Brief Medical Review
• Try a Class Cards
• Success Plan
• Secure agreement

• Forever 3- Review
• Advance/Modify/
• Review Success Plan
• Track the Commitment
• Track the Success Plan
• Invite to new options

• Forever 4- Results
• Benchmark Review
• Commitment Celebration
• Invite to Party
• Forever Celebration
• Set up Advanced Eval
• Explain oil Change

• Forever 2- Healthy Eating
• Sustainable Habits
• Review Food Diary
• Make them commit
• Small Steps
• Healthy Eating Spectrum

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Setting up the Big Three

• 3
• Reception
• Membership Representatives
• Fitness Coaches

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Appoint Your Champion

• Mission Success thru Involvement
• Oversees the System
• Holds all accountable
• Motivator/Cheerleader
• Detailed Oriented
• Bonuses
• Usage by
• System Completion

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Starting Right

• Reception Team
• Build a Member4ever attitude Day one
• Understand the Phases of the system
• Understand the Thoughts/Fears of the New Member
• Understand the Danger Period (Red Zone)

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Membership Representatives

• Relationships 7 Rs
• Retention
• Rewards
• Results
• Referrals
• Revenue
• Revelations

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Fitness Coaches

• Key to the Success of Member4ever
• Hire for Personality (Good in Everyone)
• Build Friendships
• Tracking Usage
• Successful Involvement in Club
• Consistent Contact
• Accountability
• Communication Skills

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The On going Relationship

• Personal Training/Programming
• Enjoyment/Achievement
• Varied, Challenging, FUN!
• Personal Attention
• 1 on 1 or Group
• Value Builder for Long Term

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Dividing the Phases

• Phase One
• First 30 days of membership
• Phase Two
• 31-90 days of membership
• Phase Three- Forever
• Every 90 days for life

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Tracking Attendance

• Usage at Your Club
• Attendance in Programming
• Incentive Program (Phase 1 2)
• Drawings, Small Gifts( Club logo)
• Lifetime Groups
• Week of Joining ( 0108)
• Monitor every 3 months after 12 month

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Tools For Engagement

• Every month invite to a new offer
• Offer Paid and Free Programming
• Contact is Key
• Personalized Message
• Assessment Days
• Maintenance check
• Give them a Reason to Stay

Its Not Just about Weight Loss
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Mission

• Hire Friendly People
• Learn their REAL Desires/Wants/Needs
• Make Friends-- SMILE
• Ensure Involvement
• Track Usage
• Contact System
• Have a HELP System
• Hear, Educate, Lead, Positively Encourage

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Contact for Life

• Train your full staff to
• HELP
• H ear the issue
• E ducate them to improve/correct
• L ead them to the answer
• P ositively Encourage their success
• Continually monitor the member

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Evaluation

• Determining their Score
• Tracking improvement
• Setting up Programs
• Reviewing the Program
• Giving Positive Feedback
• Never being out of Touch

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For additional information, please contact me
at tom_at_fitnessclubconsultants.com 717-490-8063
Thank you for your time and attention GOOD LUCK
!