Now that the ‘new year, new me’ mentality has faded, what’s your strategy to boost attendance?
Known in the leisure industry as Quitters’ Day, January the 12th is the fateful date when the majority of Brits will break their New Year’s resolution, and give up on their ‘new year, new me’ goals.
Gyms and fitness businesses are amongst those with the highest churn rate, with an estimated 50% of members leaving each year – either to go elsewhere or stop working out altogether.
What are you doing to combat high cancellations and low attendance this month?
February should be filled with incentives and tips to help new members feel more confident and motivated to reach their goals. To help our customers achieve their objectives, we’ve prepared four recommended campaigns that capitalise on key calendar moments and industry statistics.
%
More likely to reach their fitness goals with group workouts
%
Say that classes are the main reason they visit the gym
%
Believe that classes encourage them to put more effort into their workout
“BriefYourMarket.com allowed us to smoothly move from paper-based communications to digital with little to no effort.
Over the last year, the support we have received from them has been excellent, and we are expanding our marketing options after each conversation we have with them.”
Each month, we prepare a content marketing plan just for leisure owners. These inspirational campaigns are designed to increase your brand awareness, generate you more membership sign-ups and influence higher retention in 2020.
Get in touch to find out how much additional revenue you could capitalise on from a pre-prepared monthly send plan.
2020 fitness trends
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This engagement campaign highlights the fitness trends that are expected to be big in 2020, whilst effectively promoting your products, services and memberships. A group fitness model leads to higher retention rates, with the risk of cancellations being 56% higher for members who only use gym equipment vs. those who exercise in groups or classes. By featuring group workouts as one of the trends, this email draws attention to your classes and creates a buzz, enabling you to generate interest in your class timetable and keep your members ‘brand sticky’.
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Happy Valentine's Day
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In the run up to the day itself, promote a limited or exclusive Valentine’s offer. Setting time limits creates a greater sense of urgency, leading to higher “purchase intentions”. For maximum effect, we would recommend targeting your hottest prospects using your recent open and click-through reports to identify those ready to commit. With a non-promotional angle, this is a great way to engage with your database of clients, reconnect with lapsed members, and offer an inciteful Valentine’s discount to get their full attention.
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Bring your partner
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Partners who train together stay together, whilst members who start a fitness program together are 95% more likely to complete them. Offering the ability to bring a partner along for a limited period is an innovative spin on the classic refer-a-friend scheme, which rewards attendance and leads to more committed customers. Those who enter your gym on a free trial basis may eventually convert to a full gym membership with the correct nurturing. Meaning that although they will not be contributing to your profits immediately, they are likely to in the long run. |
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Leap over your fitness hurdles
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By now, the high volume of footfall from January joiners may have started to decrease. This Leap Year campaign focuses on some common hurdles your customers face when sticking to a fitness routine, as well as steps on overcoming them. This is a great engagement campaign to help motivate any waning members as it allows you to keep your brand at the forefront of their minds, with useful content that they will remember. |
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2020 fitness trends
This engagement campaign highlights the fitness trends that are expected to be big in 2020, whilst effectively promoting your products, services and memberships.
A group fitness model leads to higher retention rates, with the risk of cancellations being 56% higher for members who only use gym equipment vs. those who exercise in groups or classes.
By featuring group workouts as one of the trends, this email draws attention to your classes and creates a buzz, enabling you to generate interest in your class timetable and keep your members ‘brand sticky’.
Happy Valentine's Day
In the run up to the day itself, promote a limited or exclusive Valentine’s offer.
Setting time limits creates a greater sense of urgency, leading to higher “purchase intentions”.
For maximum effect, we would recommend targeting your hottest prospects using your recent open and click-through reports to identify those ready to commit.
With a non-promotional angle, this is a great way to engage with your database of clients, reconnect with lapsed members, and offer an inciteful Valentine’s discount to get their full attention.
Bring your partner
Partners who train together stay together, whilst members who start a fitness program together are 95% more likely to complete them.
Offering the ability to bring a partner along for a limited period is an innovative spin on the classic refer-a-friend scheme, which rewards attendance and leads to more committed customers.
Those who enter your gym on a free trial basis may eventually convert to a full gym membership with the correct nurturing. Meaning that although they will not be contributing to your profits immediately, they are likely to in the long run.
Leap over your fitness hurdles
By now, the high volume of footfall from January joiners may have started to decrease.
This Leap Year campaign focuses on some common hurdles your customers face when sticking to a fitness routine, as well as steps on overcoming them.
This is a great engagement campaign to help motivate any waning members as it allows you to keep your brand at the forefront of their minds, with useful content that they will remember.