chp 10 - retaining members through program management

membership retention tips

- 76% of people left a club due to lack of relationships and connections (Personal connections are a powerful tool) - 90% of club members value communication from staff members - Social interaction affect renewals - Fitness staff is the best salespeople generating ~600% income per member than salespeople alone (Encourage frequent interactions between fitness staff and members) - Social interactions between members affects overall member satisfaction; 70% of club members who meet new friends will be club promoters - Reaching out to members can reduce the likelihood of dropping out by nearly 10% (Phone, email, text, social media)

recognition of participants (retaining new members)

- Acknowledge work and achievements of new members - giving compliments - taking a picture - extending a sincere handshake - present award / certificate to member - keep track of member attendance and recognize participation

promotion of programs (programming)

- Calendar of club events and services - Posters, bulletin boards, websites, flyers, staff - Programs to promote other programs - must be timely with the start of the program

progression of programs (programming)

- Ensures retention through extended period of diversified programming - Introductory programs are great for new members - progress to more advanced instructional opportunities that prepares them for regular involvement in programs - Significant factor in keeping members active, interested, goal driven, successful - can use one program to promote another - objective is for all members to become integrated in the club, become familiar and comfortable, and commit to activities

sociability (retaining new members)

- Group programs provide sociability - major factor in retention - sociability, camaraderie, and friendships are key ingredients to club experience - group programs are more likely to enjoy themselves, meet others, and form friendships

develop follow-up programs (developing successful program)

- New challenges or new beginnings - Target all populations in your organization - Use one program to promote another - programs must be carefully targeted to different member groups that share similar interests - timely well-designed follow up programs crucial for new members to become active

communication with members (retaining new members)

- Personally contact every new member within first week of membership - Inexperience/intimidated members most likely will not come without reassurance from staff - personal invitation to meet with staff member at convenient time is effective

accountability for growth and retention (programming)

- Programs must have a leader who is capable, responsible, and held accountable for taking the program through development keys - Programs that are professionally developed, monitored, evaluated are the heart of membership growth and retention - day a program success or failure is linked to how well key factors were implemented

follow up (retaining new members)

- Reinforces the sincerity of the invitation - by email or another phone call - reminder 12-24 hours before meeting or program

reliable schedule (programming)

- Set a programming schedule that can be maintained - crucial issue that often misunderstood or ignored altogether - Keep several core programs on a consistent schedule - schedules maintained for at least 6 months and preferably one year or more - people will adjust THEIR schedules for their program of choice, don't change the schedule of program - keep several core programs on a consistent schedule to set a reliable precedent for members

commitment to a schedule (retaining new members)

- Setting schedules - commitment to a specific schedule or time frame - helps form an exercise habit

set a goal (developing successful program)

- Success of a program is typically measured by the number of participants - Set an attainable goal that is plausible to reach and possible to surpass - must always reach the set goal

benefits of programming

- Utilization of club increases - Members feel that it is an indispensable part of their lives - Build connections and a sense of community - Increases referrals and retention - Decreases attrition - learning new skills - members have fun

variety of programs examples

- aquatics - group exercise - personal training - sports - competitive challenges - family programs - social events

knowing why a member leaves

- can improve retention - understand club experience - develop plans to encourage members to stay

tips for retaining new members by staff

- communication with members - follow up - recognition of participants - sociability - committing to a schedule

improvement phase (commitment)

- fifth phase - assist and support members for higher levels of accomplishments and achievements - help establish new goals and diversity activities - provides with another opportunity to recognize achievements and continues to build a sense of belonging that will lead to retention - competition - education, seminars, clinics - advancement in skills and more advanced exercise / sports programs - diversification through new programs / activities - ready to learn more and accept new challenges - also get a heightened competitive edge

introduction phase (integration stage)

- first and most important phase - goal is to connect with new members and create an environment that makes them eager to come back and learn more - don't give too much information that members won't retain (KEEP IT SIMPLE) - develop new interests - learn new things - have fun and be encouraged - experience success - want client to feel confident, educated, accomplished

integration stage (logical progression)

- first stage - also known as orientation - beginning experience - encourage further participation and improve retention - give members multiple reasons to keep coming back - introduction and instruction phases

Wheel of Logical Progression

- following a logical progression of activities and programs to ensure that people will keep coming back - system developed to achieve the goal of retention - all the spokes must be in place for wheel to work - based on the theory of applied creativity used in the business world

categorization of member populations

- gender - age - interests - skill levels - schedules - personalities - lifestyle

objective of programming

- get members to use the club - get members to enjoy the club - have members feel at home at the club

examples of recognition in achievement phase

- giving out awards - posting named on recognition board - featuring members' names / pictures in newsletter - giving enthusiastic handshakes - asking for applause from other participants

responsibility in running quality health / fitness programs

- help members meet other members of common interests, schedules, and abilities so they develop a sense of belonging and commitment while experiencing a sense of achievement and purpose

develop marketing and promotion plan (developing successful program)

- identify how the club will create initial interest - should contain strategies to attract members that the program is designed for - result in the goal number of members needed to make the program a success - use posters, brochures, displays, news releases, website articles, paid advertisements to promote program - identify best strategies to each intended audience - data analytics for digital media allow managers to evaluate effectiveness of new marketing tools - gain understanding of real-time dynamics and effects of digital channels - must resemble sales plan for marketing to new prospect

two phases of commitment stage

- improvement phase - fun phase

logical progression of programming (wheel of logical progression)

- includes three stages people go through when they join a club or begin any exercise program - each stage is broken down into two programming opportunity phases that lead to retention - goal is to also identify any gaps in programming system that can cause members to drop out and can fill those gaps with appropriate programs - adaptable to any facility, activity, program and any participant ability level - work in order and don't skip steps

goal of every program

- integrate new members - diversify active members - offer new beginnings to inactive members - create initial interest in potential members - provide one or more benefits to members

three stages of wheel of logical progression

- integration stage - acceptance stage - commitment stage

two phases of integration

- introduction phase - instruction phase

two phases of acceptance stage

- involvement phase - achievement phase

diversification of activities (programming)

- major factor in retention - emotional and physically beneficial - keeps members engaged - new challenges, goals, and experiences that keep members interested - new members look for something that they will enjoy and inspire them - cross-training is important

skipping programming phases

- major mistake made in health fitness industry - results in lack of activity, lost interest, poor performance, frustration

achievement phase (acceptance)

- members are recognized - rewards are presented in front of peers - pivotal in the wheel - raise self-esteem and comfort level and encourage them to participate in further activities - be creative and find ways to recognize everyone for something not just the fittest, fastest, or best - recognition encourages retention - award ceremonies or informal but visible and memorable presentations - awards can be inexpensive

best practices for programs that will retain members

- members who use the club reguarly are more likely to remain members: use it once or twice a week, ongoing participation - members should have regular interactions with one or more staff members to create a sense of loyalty to club and staff - staff should aim to engage members in more than one program within a year

measure the results (developing successful program)

- must be able to measure whether the result is good for bottom line -

4 main categories of members

- new member - active members - inactive members - potential members

involvement program characterized

- new members are engaged in regular sessions, activities, or programs - programs are scheduled on the same day / time every week - programs have same instructor - most participants will be the same week to week and create friendships - participants encouraged to continue attending programs / sessions

examples of introduction

- one-on-one orientation - introductory class - new-member social event - beginners exercise clinic

membership retention

- result of having a variety of programs and services that offer different experiences and challenges to keep members active and engaged month after month, year after year - process of engaging members in the club experience so that they will use the club regularly and remain satisfied customers - biggest challenge

goal of programming

- retention - helping members meet their goals

instruction phase (integration stage)

- second phase - introduces members to goal setting and gets them started using the club on regular basis - establish workout schedule / routine - learn more and get better at their programs - begin education (terminology, safety, correct form, general dos/don'ts) - have empathy for new exercises and sincere understanding - establish connections and rapport with instructors - series of sessions over 4-8 weeks - participants feel sense of belonging that encourages committment

acceptance stage (logical progression)

- second stage - members become involved in an ongoing program - can be apart of recognition events - can participate in advance options - involvement and achievement phase

fun phase (commitment)

- sixth phase - social and special events - making fitness fun (mantra) - leads to a sense of belonging and retention

define a purpose (developing successful program)

- staff member assigned to track participation, give recognition for performance, and promote next program - members enjoy their involvement and gain sense of belonging, degree of personal achievement, and comfort level to take on new challenge

involvement phase (acceptance)

- third phase - members start using the club of a regular basis - engagement and retention occur - classes, training sessions, participation, leagues, group exercise classes - when members learn something new and start getting better at it, they will want to continue (leagues are fun, social, and competitive) - leagues offer sense of belonging - quality of program and instructor will determine whether participants continue

commitment stage (logical progression)

- third stage - enhance members' commitment to club by creating deeper levels of socialization and bonding between members and staff - get involved in club-wide events, regular programs, social functions, competitions, tournaments, seminars, health education sessions - improvement and fun phase

to make sure members reap program benefits

- track participation - give recognition for performance - promote other club programs

program directors

- vital part of fitness organization's overall vision and goal - responsible for coordinating all club activities, programs, and staff involved - oversees programs that keeps exercisers happy / motivated - offers education programs - leaders with good communication skills and knowledge to running professional programs - analysis of member retention, member evaluations, membership / program finances - positive effect on membership retention - responsibilities should be done in an environment that is fun and comfortable - responsible for developing and managing programs and supervising staff - oversees programs that keep exercisers motivated, organizes special events / social opportunities to engage member

word of mouth referrals account for _____-___% of your new business

60-80

each programming phase must be promoted and sold to members _____ they have brought the membership

after

it cost _____ to get a new member than it does to retain a current member

more

ending members (EM)

number of members at the end of the period

starting members (SM)

number of members at the start of the period

new members (NM)

number of new members acquired during the period

transitioning new member into a loyal member

in part depends on the types of programs offered and target population

five steps to developing a successful program

1. define a purpose 2. set a goal 3. develop a marketing and promotion plan to reach goal 4. measure the results 5. implement a follow-up program

program development checklist

1. program leader is responsible for event and its result 2. program should have a purpose, goal, plan, follow-up 3. consider all groups of members for programs 4. when introducing a program, it is a good idea to offer it during all the time frames to reach most members 5. plan each program in a phase of the wheel of logical progression 6. have introductory programs that create interest and integrate new members 7. review the 10 keys to successful programming and have a written example of each key before running program 8. always use one program to promote another 9. every program must have enrollment and attendance procedures for follow-up and program analysis 10. if program is successful, look for what worked (and what didn't) and make any necessary adjustments before running it again

calculating retention rate

[(EM - NM) / SM] x 100

most new members quit a club ______ they start using it on a regular basis

before

sales of new memberships helps ____ members in but it is the _____ that retain long-term loyal customers

bring ; services

if clubs can decrease attrition rates by 5%, they might be able to _____ their profits

double

develop programs that ____ members, meet their ______, and provides opportunities for them to _____ with others

engage ; goals ; connect

why people leave health clubs

experience is not enough value to them

membership is the _____ and ______ lifeblood of a club

financial ; programmatic

programming and retention go _______

hand in hand

keeping happy and satisfied members will ______ the need to continually market and attract new members

reduce

business is measured in _____ and every business needs a leader to be ______ and keep others accountable

results ; accountable

regularly scheduled programs / activities of high quality

significant vehicles to keep members involved in the club

success of programs starts with hiring qualified program ____ and providing them with proper ______ and holding them ________

staff ; training ; accountable

cross-training

typically results in better overall fitness results and helps prevent boredom