Each year, the leisure market becomes more and more saturated with competition.
It could be a ‘life-changing’ piece of technology, a new fitness craze or another low-cost, big-brand gym. Whatever it may be, it has the potential to be the next industry game changer that will turn your members’ heads.
Across a lifetime, the average Brit will spend £65,000 on gym memberships and health-related purchases, trying a different exercise regime every three months.
So, with all that noise, what does it take to create brand advocates for your facility?
Make your inductions count
Left to their own devices, your new members won’t see the results they expected, questioning what they’re paying for only a few weeks later.
One in four will avoid gyms because they don’t know how to operate the machines, with other common ‘gymtimidation’ reasons including:
– Being too embarrassed to exercise in front of people.
– Not knowing what to wear.
– Not having the confidence to ask for help.
From the offset, you need to implement an effective nurture marketing journey for your members that reaffirms your value. A simple induction email – set up as an automated trigger – provides the perfect touchpoint.
By getting them booked onto an induction or signed up for a new class, you can help set them along a path towards forming a new habit centred around exercise.