When people train on their own, typically what happens is they either hit a plateau and cannot find the motivation to continue so they get bored and give up, OR, they try too hard at first and the increased difficulty causes them to drop out. As I’ll cover later on, you don’t want to show overt favouritism towards the January joiners, but the idea is you create more relevant, specific content to this large audience that is worth making the effort for.Īlongside formulating a bespoke onboarding strategy, you should also make sure you introduce your new members to your Group Exercise or Small Group PT offering as early as possible, as this increases the chances of them staying with you for longer. Ideally, all your members who joined throughout other parts of the year should have already received their on-boarding communications, too. The program should outline all the communications and offers any January joiner will receive both online and offline. A program that acknowledges the time of the year they are making the change, a program that encourages them to persevere when they are most likely to drop off, a program that encourages members to still show up as the temperature gets colder and the nights get shorter. So, consider building a tailored new member welcome program aimed at your January joiners to make the start of their member journey as smooth as possible. A 2018 report conducted by IHRSA showed that just two interactions between staff and members each month lead to increases in attendance for the following month. You can fight the drop off in members by ensuring your ‘on-boarding strategy’ is optimised. Neither are ideal situations to be in, especially when you take into account that it costs five times more to acquire a new member than it does to retain a current member.īut all is not lost. If your Club offers member longer contractual agreements, it means you’ll have a lot of ‘sleeping members’ who will likely quit the following year as soon as their contract is up. If your Health Club operates using a month by month billing model, it means you’ll likely lose out on a huge chunk of revenue from June to December. Research has revealed that 4/5ths of January gym joiners leave within five months of joining. Build a New January Member Welcome Program However, unfortunately, in the following month, attendance statistics reveal that the ‘gym motivation’ shared among such joiners is only shortlived.īut why is this and what can Health Club Operators do to change this? In this post, I will share 5 tips that might just give you some food for thought.ġ. Gym membership figures across early January, year on year, prove that people do act on their words. This was closely followed by resolutions pertaining to ‘losing weight’ (44%) and ‘improving diet’ (41%). ‘More exercise and improving fitness’ topped the table as the most shared pledge with 47% of the 2,020 respondents drawing reference to this. Research conducted from YouGov in 2019, showed that the three most commonly cited New Years Resolutions for Brits were, in fact, all concerned with health and fitness. Let’s make it perfectly clear, ‘fitness’, more than anything else, takes centre stage every year among those who beat the ‘new year, new me’ drum. Year on year, people love to make New Years Resolutions, especially Health Club members, but the brutal truth is, every year, most people fail to complete them. I’m going to read more, get into shape, learn to play the guitar, avoid chocolate, quit smoking, pay off debts, travel the world and become an amnesty international volunteer.” 5 ways that Health Clubs can keep hold of their January gym joiners in 2020.
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