Appeal to them all
A lack of diversity can create an environment that is non-inclusive, with studies showing that in leisure, it ‘hinders exercise participation’.
There is a need to support your members, whatever their gender, age or race. Providing them with a work out space where they feel comfortable and that gives them a sense of belonging is critical.
Having regular conversations with your customers will ensure that you co-create experiences with them, i.e. that you are giving them the service that they want, not what you think they need.
Brand consistency, whether it’s in your marketing or facility performance and quality, needs to be seen as business critical.
Customer lifetime value cannot be achieved without a consistent experience or regular use, and yet, up to 80% of gym memberships go unused and unchecked.
Automating emails with key contact data fields, such as ‘last login date’, will help you to identify lagging members before they make the decision to quit completely, which could be three months after their last session.
The social element
After six months, half of all new members will have cancelled.
Although there could be 101 reasons for this, it’s usually an inability to incorporate their new membership into their lifestyle.
Working out with friends provides an abundance of fitness benefits, with research indicating that group exercise helps an individual form a ‘social routine’, making it easier to maintain it in the long-term.
Six in ten (58%) will follow fitness recommendations from their friends, so helping your members see exercise as a social activity rather than a chore will ultimately influence your retention rates.
To understand how automated marketing can help you to manage and meet your members’ expectations, talk to BriefYourMarket.com.