Membership retention strategies
In an attempt to guarantee that club members return, proprietors drove their communications, customer service, sanitation, and safety efforts into high-gear. Surveys, social media polls, personal calls, and other communications helped identify members’ concerns and build trust while proprietors developed action plans.
Here are their findings. At the top of the list of member concerns are safety and sanitation. How exactly will clubs guarantee the health and safety of their members? Communicating detailed cleaning and sanitation methods to the members is imperative. Developing protocols to ensure the safety and wellbeing of the training and cleaning staff helps to alleviate anxiety. Shifting cleaning processes traditionally done during low-traffic hours or after closing to high-traffic/high-visibility times assuages members’ concerns about sanitation. For club members, seeing the sanitation staff cleaning during their workout is a source of relief.
Of course, the importance and impact of amenities can’t be overlooked, especially in the current climate. Upgrading pool and gym towels can make a visual and tactile impact when members return to the gym. An upgrade does not automatically mean expensive. Seek real value when replenishing towel supplies and other amenities.