We all know that gyms and fitness centres were among the businesses that were hit the most by the COVID-19 pandemic and lockdowns. Most fitness companies had to adapt their entire business models to match the 'new normal’, taking their services online or renting equipment to keep their members hooked.
It is clear that a better workout experience leads to higher retention. Hospitality is a great example. The hospitality industry is all about experiences that keep retention high. They think about all the aspects of the customers’ journey, including the smell of the shampoo and the music in the lobby.Have you thought about your music as well? It's quite important.
Marketing is most of the time focused outside the gym, and most of the budget is spent on member acquisition. And I totally understand why, you need to hit the new members' KPIs. But acquisition is just the beginning of the funnel, not the end, and some of the budget should be spent on engagement and retention.
It’s almost January and your gym will be flooded with new members again. You’ll probably experience a flow of different groups with different characters, your music should change to fit the group(s) currently in your gym.
The first impression plays a key role in increasing the client base in the fitness center. You need to use your strengths to retain clients. How do you best convince new clients that your gym is the best and that they should come again?
Finding the right coaches is often very similar to dating. It's hard to find a perfect match, especially when you're actually a mediator. Is there any strategy to help you find quality coaches for your clients?