Bill McBride is a health club industry veteran and President & CEO of Active Sports Clubs. He has over 25 years of experience in the industry. The presentation discusses retention, revenue, and results, focusing on retaining members through a comprehensive approach. This involves engaging members at every touchpoint of their journey from lead generation to lifetime loyalty. Technologies can support retention efforts like customer experience scoring and response systems. Physical improvements and maintaining high standards are also important to enhance the member experience.

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Retention, Revenue
& Results

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Bill McBride – President & CEO

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Bill McBride
Bill
McBride
is
a
health
club
industry
veteran
who
has
over
25
years
of
experience.
He
is
currently
President
&
CEO
of
AcBve
Sports
Clubs
and
BMC3,
his
consulBng
company.
McBride
is
internaBonally
recognized
for
his
experBse
on
the
industry,
leadership,
management,
sales,
sales
management,
retenBon,
markeBng,
excellence
in
operaBons
and
designing
the
customer
experience.
He
recently
completed
5
years
of
service
on
the
IHRSA
Board
of
Directors
as
Chairman
&
Ex-­‐Officio.

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Active Sports Clubs – Based in the San
Francisco Bay Area
4
10 Commercial Health Clubs
1 New Functional Training Studio – “The Zone”
2 Hospitals
2 Community Centers
1 University
40 Corporate, Residential and Commercial Sites
Throughout the US:

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Today’s Topics:
- The Journey…
• Membership Retention and Rev Gen
• Member Engagement
• Some of the latest approaches and
technologies available to support
your program with customized scale

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People + Product + Process =
Profit…
Today’s session is specifically on
retention, but I want to emphasize
that retention starts with you and
your team:
– People/Talent Sourcing
– Screening and Hiring
– Training, Managing & Developing
(Hint: Always use structured interview
questions and 2-3 levels of interviews)

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The Member Journey…
Every Touch Point

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Vision – Mission - Values
Vision
Mission
Our vision is to make fitness more fun,
accessible, and welcoming for all.
Our vision is to make a lasting positive impact
on the communities we serve.
Our mission is to build and inspire healthier,
active lives through high touch interactions
and technologies that support a better quality
of life

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Active Core Values
Our core values exemplify who we are, what we believe
and what we hold dear. They also set the tone for
continuous improvement and our goal to raise the bar.
Authenticity
Community
Teamwork
Innovation
Versatility
Excellence

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Retention is not a program or
system… it’s a way of “Being”
• Culture – Leadership – Management –
Accountability – Operationalizing the
Member Journey
• Engaging members is key not only to
retaining them, but will provide an
added boost to the bottom line
through LTV and service revenue

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POLLING QUESTION
• Do you have a comprehensive,
documented complete retention
approach?
– YES
– NO
– PARTIALLY

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Value Proposition
12
Usable
Useful
Usable Desirabl
e
Useful
Usable Desirable

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Targeted Lead Generation
+Segmentation
• Targeted & Segmented Lead Sources
• Web SEO and LTV of membership
• User Friendly Web Site with prominent
Lead Capture
• Immediate Lead Response (<5 Min)
Targeting likely joiners based on you membership base… people
that believe what you believe…

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Brand Emotions
• Friendly
• Warm
• Comforting
• Supporting
• Happy
• Safe

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Enrollment: Sales Process
• Focus on the Customer’s Needs &
the Customer’s Success
• Reduce “hassles” and “barriers”
• Professional “mapped” approach

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On-Boarding (1st 30 Days)
• Helping members find their way
• It’s the most critical time for the member
• This requires even more diligence than
member enrolling (selling)

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Connection: 31- 90 Days
• Establishment of sustainable behaviors:
Habits – Routines – Schedules
• They have found where we fit into their
lifestyle
• They know what they like and enjoy

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At-Risk Intervention
• Behavioral change is HARD & many if not
most, fail several times before they succeed
• We have to know BEFORE they give up!
• This requires an “intervention” strategy

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POLLING QUESTION
• Do you utilize any technologies to
support your retention efforts?
– YES
– NO
– PARTIALLY

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NPS

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Customer Experience - Score
Overview

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Customer Experience - Read &
Respond

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Lifetime Loyalty
• Habits are formed
• Relationships established
• Results are happening
• Advocacy/Promoter Status achieved
• Member is winning / Club is winning!

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Physical Touch Points:
Review Current State - Assess
• Complete Club Inspection
• Member Experience Evaluation
• Base line Operations Standards of
Excellence determined (Inspection &
M.E. Results)
• Base line Net Promoter Score (NPS)
established
• Class Schedule & Program Review

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Review Current State / Assess
• “1000” Touch Points Exercise
• Employee Survey
• Develop your set of non-
negotiables, standards and
expectations

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Step 1
• “Club Scrub” – Clean the facility top
to bottom, side to side
• De-junk – Organize everything.
Remove old tattered items
• Do maintenance assessment on
every piece of equipment and
adjust, fix, re-upholster as needed
• Train team on new non-negotiables
standards and expectations

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Step 2
• Maintain - Create system for maintaining
“new best”
– Inspect equipment and facility daily
– Checklists / Process Training
• Accountability - Create culture of
accountability & recognition
– Team meetings / One-on-One meetings
• Communicate with your members what
you are doing to enhance their experience
• Listen/Read – Respond – Permanently
Correct // Repeat…

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Step 3
• Have a Customer Relationship
Management System
• Have a Member Experience Management
System
– (NPS) and other member touch points
• Have a Member “Usage/Recovery” System
• Have a user friendly app and website
• Have an employee e-newsletter
• Have a member e-newsletter
• Recognize and reward

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All organizations are perfectly aligned
to get the results they are getting…

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Q&A... ®

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Bill McBride Contact Information
Bill.McBride@ActiveSportsClubs.com
+1 415-299-9482
www.linkedin.com/in/billmcbride
www.BMC3.com
BillMcBride@BMC3.com