Gym Membership Sales Vs Gym Membership Retention
Gym Membership Sales Vs Gym Membership Retention
Should you focus on Gym Membership Sales or Gym Membership Retention? In this Gym Marketing Tip Justin Tamsett of Active Management answers the question he is often asked about whether a gym or health club should focus on membership sales or membership retention.
I am often asked this question and I think it is difficult to do both, by yourself.
Could I suggest?
You need to first establish your business’s retention ceiling.
This means the % where regardless of what you do, you just cannot improve that % substantially. You will see small fluctuations but generally the % remains the same. This is your retention ceiling.
Great video for gyms and fitness centres on marketing ideas and tips.
Until you have reached your retention ceiling, you should exhaust all retention strategies and put energy into that aspect of the business as we know it cheaper and therefore better business sense to keep a member than get a new one. It is the responsibility of the owner or manager to find and reach that percentage as quickly as possible.
If you want to improve retention, put someone in charge of it.
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Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.