Stay Just a Little Bit Longer Increasing the Average Length of Membership
 
 
 
First & Scary Thoughts <ul><li>On average:  </li></ul><ul><ul><li>How much do your customers pay per month? </li></ul></ul...
 
Second & Scarier Thought You cannot improve your retention rate
The 11.5 Non-Negotiables To Get To Your Ceiling <ul><li>Make a difference in somebody’s life – everyday </li></ul><ul><li>...
The 11.5 Non-Negotiables To Get To Your Ceiling <ul><li>Look for ways to go the extra mile </li></ul><ul><li>Learn empathy...
Strategies That Create Magnetism For 1 More Month <ul><li>1. Programming strategies </li></ul><ul><li>2. Exercise adherenc...
<ul><li>10. Acknowledgment to say ‘Well Done’ </li></ul><ul><li>Member recognition </li></ul><ul><li>Staff selection, empo...
Let’s Put Some i2F.U.N. into your business? i I dentify members who could potentially quit i I nteract with members as oft...
Identify
Identify <ul><li>To have the biggest impact, we need to identify those members who are most likely to quit soon.  </li></u...
 
Interaction
Interaction Interact with members. Members visit more often. Members stay for longer. Model provided by:
Interaction Research <ul><li>Interacting just  once a month  increases the chance of visiting the following month by betwe...
Let’s Put Some F.U.N. (back) into exercise? F F amiliarity with your equipment & services U U niqueness for your club, mem...
What is an exercise adherence program? <ul><li>Determine the target market for the program </li></ul><ul><li>Planning – do...
 
Sample Adherence Programs <ul><li>Tour de France </li></ul><ul><li>Olympics </li></ul><ul><li>Run for a Cause </li></ul><u...
Sample Adherence Programs
Sample Adherence Programs
Sample Adherence Programs
Service is not a department it is culture <ul><li>Calling back when promised </li></ul><ul><li>Explaining what caused the ...
Service is not a department it is culture <ul><li>Telling how long it will take to solve the problem </li></ul><ul><li>Off...
 
Justin Tamsett B.Ed (Phys & Health Education) Feel free to contact JT:  [email_address]  o r 0438 015 677 Follow JT on Twi...
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CanFit Pro Stay One Month Longer

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After years of talking about it, the fitness industry has still not fixed its member retention issues. The fact is, right now at least, there is no magic bullet for our attrition ills but there are things that you can do - particularly around programming - that will make will make an incremental difference to the average lifetime of your members - and an incremental difference, like an extra month, will have a significant impact on your profitability. Explore what makes an exercise adherence programme entertaining and exciting. You will discover the key components of a winning programme and, most importantly, you will receive templates of programmes that work. The bonus ball is that you will have happy, engaged instructors who enjoy their work and you know what happens to your members when your staff is happy .

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CanFit Pro Stay One Month Longer

  1. 1. Stay Just a Little Bit Longer Increasing the Average Length of Membership
  2. 5. First & Scary Thoughts <ul><li>On average: </li></ul><ul><ul><li>How much do your customers pay per month? </li></ul></ul><ul><ul><li>How many members cancel per month? </li></ul></ul><ul><ul><li>Have them stay one more month, how much would this add to your bottom line? </li></ul></ul>
  3. 7. Second & Scarier Thought You cannot improve your retention rate
  4. 8. The 11.5 Non-Negotiables To Get To Your Ceiling <ul><li>Make a difference in somebody’s life – everyday </li></ul><ul><li>Aim your smile </li></ul><ul><li>Ask yourself a question – does every member know your name? </li></ul><ul><li>Work the floor and do it well </li></ul><ul><li>Be the host of a party </li></ul><ul><li>If you get it wrong . . . admit it . . . put it right </li></ul>
  5. 9. The 11.5 Non-Negotiables To Get To Your Ceiling <ul><li>Look for ways to go the extra mile </li></ul><ul><li>Learn empathy . . . use it </li></ul><ul><li>Look for opportunities to solve problems </li></ul><ul><li>Say “Good bye” the same way you say “Hello” </li></ul><ul><li>Take an individual responsibility to creating ‘raving fans’ </li></ul><ul><li>11.5 Know your NPS score and improve it </li></ul>
  6. 10. Strategies That Create Magnetism For 1 More Month <ul><li>1. Programming strategies </li></ul><ul><li>2. Exercise adherence programs </li></ul><ul><li>3. Educational webinars, seminars, hand outs & emails </li></ul><ul><li>4. Social activities </li></ul><ul><li>5. Personal Training </li></ul><ul><li>Branded touch at 7 or 14 days & then at 30, 60 & even 90 days </li></ul><ul><li>Results </li></ul><ul><li>Thank you and Birthday cards </li></ul><ul><li>Suggestion boxes and answers </li></ul>
  7. 11. <ul><li>10. Acknowledgment to say ‘Well Done’ </li></ul><ul><li>Member recognition </li></ul><ul><li>Staff selection, empowerment and retention </li></ul><ul><li>13. Joining fees </li></ul><ul><li>Cleanliness </li></ul><ul><li>Pricing consistency </li></ul><ul><li>16. Names </li></ul><ul><li>17. Know the difference between loyalty & satisfaction </li></ul><ul><li>18. Not getting over-crowded </li></ul>Strategies That Create Magnetism For 1 More Month
  8. 12. Let’s Put Some i2F.U.N. into your business? i I dentify members who could potentially quit i I nteract with members as often as possible – and target those we do not know F F amiliarity with your equipment & services U U niqueness for your club, members & Team N N ovelty – create a theme!
  9. 13. Identify
  10. 14. Identify <ul><li>To have the biggest impact, we need to identify those members who are most likely to quit soon. </li></ul><ul><li>We can then target our resources on those members. </li></ul><ul><li>There are systems on the market to do this so you can manage your team to: </li></ul><ul><ul><li>Identify the right members. </li></ul></ul><ul><ul><li>Promote the programs to these members. </li></ul></ul><ul><ul><li>Measure the impact of these interactions / programs. </li></ul></ul>
  11. 16. Interaction
  12. 17. Interaction Interact with members. Members visit more often. Members stay for longer. Model provided by:
  13. 18. Interaction Research <ul><li>Interacting just once a month increases the chance of visiting the following month by between 10% and 70%* compared to not being interacted with. </li></ul><ul><li>Attending just once a week reduces the rate members cancel in the following month by between 1/3 and 1/2 * compared to attending less than once per week. </li></ul><ul><li>* Depending on the month of membership. </li></ul><ul><li> Data provided by: </li></ul>
  14. 19. Let’s Put Some F.U.N. (back) into exercise? F F amiliarity with your equipment & services U U niqueness for your club, members & Team N N ovelty – create a theme
  15. 20. What is an exercise adherence program? <ul><li>Determine the target market for the program </li></ul><ul><li>Planning – don’t do too many </li></ul><ul><ul><li>Make as much effort as a membership drive </li></ul></ul><ul><ul><li>Set the goals for the program </li></ul></ul><ul><li>Team buy in </li></ul><ul><ul><li>Have them help design the program </li></ul></ul><ul><ul><li>Have them do the program 4 weeks prior </li></ul></ul><ul><ul><li>Make any changes/improvements </li></ul></ul><ul><li>Maintain the enthusiasm during the program </li></ul><ul><li>Follow up </li></ul><ul><li>Feedback from the members </li></ul>
  16. 22. Sample Adherence Programs <ul><li>Tour de France </li></ul><ul><li>Olympics </li></ul><ul><li>Run for a Cause </li></ul><ul><li>Group Fitness Passport </li></ul><ul><li>Indoor Triathlon </li></ul><ul><li>Row The Thames River </li></ul><ul><li>Step the Empire State Building </li></ul><ul><li>Bike Bonanza </li></ul><ul><li>Group Fitness Passport </li></ul><ul><li>Lotto </li></ul>
  17. 23. Sample Adherence Programs
  18. 24. Sample Adherence Programs
  19. 25. Sample Adherence Programs
  20. 26. Service is not a department it is culture <ul><li>Calling back when promised </li></ul><ul><li>Explaining what caused the problem . . . in simple English </li></ul><ul><li>Letting the member know who and what numbers to call </li></ul><ul><li>Contacting the member promptly when the problem is resolved </li></ul><ul><li>Giving members full access to speak to management </li></ul>
  21. 27. Service is not a department it is culture <ul><li>Telling how long it will take to solve the problem </li></ul><ul><li>Offering useful alternatives if the problem cannot be solved </li></ul><ul><li>Treating member like people not account numbers </li></ul><ul><li>Advising members on how to avoid a future problem </li></ul><ul><li>Giving progress reports if a problem cannot be immediately resolved. </li></ul>
  22. 29. Justin Tamsett B.Ed (Phys & Health Education) Feel free to contact JT: [email_address] o r 0438 015 677 Follow JT on Twitter: @JTActiveMgmt To read JT’s blog: www.justintamsett.com Become an Active Management Fan on Facebook: www.facebook.com/activemanagement And for more information on Active Management helping your business go to: www.activemgmt.com.au &quot;What you leave behind is not what is engraved in stone monuments, but what is woven into the lives of others.&quot; Pericles
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