LETTERS
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Rising to the challenge The fitness industry is in a state of shock due to COVID-19. But we’re resourceful and resilient and will fight to stay in business. You need a plan, and it needs to be flexible, to adapt as the situation changes. The good news? There’s more talk of fitness, health and activity than ever before. Even the government is encouraging everyone to exercise once a day. Online workouts flood social streams. For operators, member retention is more important than ever before and the number on every operator’s mind is member count. Some cancellation rates are already at 30 per cent, regardless of whether or not membership fees are suspended. Many independent operators collected April dues because members wanted to pay or there was a strong online product available, but this may change going forward, as some members tighten their belts. ENGAGEMENT IS VITAL Communication is key to minimising cancellations. Not everyone will have opened or read your last email campaign. Keep in touch with all members using multiple channels – depending on your resources, systems and member demographic. Always follow up your messages. Measure engagement – email open rates, call outcomes, online class attendance, challenge completions – and monitor cancellation attempts. Adjust your activity according to what works for members.
PHOTO: SHUTTERSTOCK.COM/ FIZKES
Guy Griffiths, GGFit
Call every member who cancels and show them that you care
Member retention is more important “than ever before and the number on
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every operator’s mind is member count
CLICK TO
https://youtu.be/xaPXlIqf5Ac PLAY VIDEO Guy Griffiths Call everyone who cancels and find out how you can help them. Ask what they need. Show you care. It might be the first time you’ve called them, but it’s better than never calling. One cancelled member who was called by a gym manager recently was so grateful, as they were self isolating and it was the first conversation they’d had for a week. This level of care could motivate them to re-join in the future, or even reinstate their Direct Debit now, but that is not the objective of the call.
Decide how far you’re prepared to go to keep a member on board and be consistent. Adding value to a package to keep a member is better than offering a discount, but a lower membership fee is better than no membership fee. Find your optimum. DIGITAL EVOLUTION Digital fitness is a big way forward and the current situation is accelerating this exciting new trend. We must succeed or fail fast, learn and evolve when it comes to digital. Tell everyone about your digital offering. What it’s worth and how they can access it. More people want fitness solutions; not all want to visit a club and some will stick with digital going forward.
Clubs will still be needed, while digital offerings will support and add value – extending the reach of gym memberships beyond the current c15 per cent. Retention of the digital member can be even tougher because it’s easier to switch off a TV than a live instructor, as Joe Wicks found. His PE class ‘attendance’ declined from 6.4 million viewers in week one to 1 million in week three. The drop-off shows the importance of accountability, gamification and nudges for engagement. Some digital members will develop into full members; but this will not be the journey for all. Retaining the rest, rather than converting them, will be the new challenge. ● ©Cybertrek 2020 April 2020
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