Keys to avoiding member turnover in your center
High member turnover is an impediment to the growth of your sports center.
Find out how to reduce it.
admin timp
·
Reading time: 3 min.
2 August 2019
When it comes to attracting and retaining customers in health and fitness centers, high member turnover is a key factor.
If we do not pay attention to this parameter, we find here a serious obstacle to the measures we can take against the abandonment of subscriptions to our center.
If we do not pay attention to this parameter, we find here a serious obstacle to the measures we can take against the abandonment of subscriptions to our center.
In a brief statistical review we find that, at the beginning of a fiscal year, turnover can reach 70% on average in sports centers.
This is an unusually high figure among service sectors.
They also pose an added difficulty to any loyalty plan.
This is an unusually high figure among service sectors.
They also pose an added difficulty to any loyalty plan.
Before studying possible solutions, it is advisable to make a clear and synthetic diagnosis of the causes. We can point out the following factors that explain this high level of turnover:
- The contracting of services is often driven by a strong but unique factor.
When this factor fades away, no other factors appear and interest wanes. - Not seeing some expectations fulfilled or encountering added difficulties in seeing them fulfilled in a reasonable time.
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The interference of holiday periods that tend to interrupt the regular practice of the sport.
Outages that lead to a change of service provider. - Lack of motivating incentives to fuel the effort that sports practice, even at the amateur level, demands.
Ideas and means to implement in a loyalty plan
A good loyalty plan affects the entire service approach.
From the first contact to inform a potential customer, we are already establishing bonds of commitment.
The task of an effective plan is to add small conquests that create a strong link between the consumer and the brand, making him reluctant to try other alternatives.
From the first contact to inform a potential customer, we are already establishing bonds of commitment.
The task of an effective plan is to add small conquests that create a strong link between the consumer and the brand, making him reluctant to try other alternatives.
According to this, we can propose the following advice to be taken into account:
- As mentioned earlier, loyalty schemes start with the first contact.
Reservation software designed to build an environment conducive to trust and agile service is always a valuable support. -
A correct segmentation of customers to facilitate personalized treatment.
The data that the sports center receives about them is essential to get the right treatment. - The assignment of a tutor who is responsible for monitoring progress and difficulties encountered is a key point in centers offering a varied range of services.
The specialist focused on the activity to be taught must be compatible with a personalized supervision function.
These are two different and non-transferable responsibilities. - Objects with the center’s logo, support materials or branded software applications produce a very strong bond.
The presence, use and enjoyment of these media prolongs the client’s exposure to the center beyond occasional attendance at activities.
TIMP is a management software for sports centers that becomes a perfect ally in order to apply a complete and effective loyalty methodology, a solution that should not be overlooked.
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