There are various studies that show how expensive it really is for a gym or sports club to attract new members because you have not managed to retain the old ones. The Harvard Business Review speaks of re-engagement costs that are five to 25 times more expensive than keeping an existing customer.
A study by Bain & Company even shows that a success rate of just five percent in customer loyalty permanently results in around 25 to 95 percent more sales.
We think: it’s no wonder. Because if a studio member is satisfied, they recommend the studio to others, bring friends with them and ensure positive marketing solely through the effect of telling the story. If you consider how many existing customers you will find in your own database, it becomes clear how great the strength to gain members can be through the customer satisfaction of the existing studio guests.
But how does a positive feeling develop? We give you five tips for loyalty in the gym and loyalty in the sports club.
Table of Contents
- Tip 1 to Strengthen Member Loyalty: Relationship Work in the Gym
- Tip 2 to Strengthen Member Loyalty: Spatial Planning in the Gym
- Tip 3 for Strengthening Member Loyalty: Social Media for Gyms and Sports Clubs
- Tip 4 for Strengthening Member Loyalty: Group Dynamics in the Fitness Area
- Tip 5 to Strengthen Membership Loyalty: New Technologies for the Fitness Area
Tip 1 to Strengthen Member Loyalty: Relationship Work in the Gym
Relationships create bonds – whether in the private, in the business or in the sporting area. Wherever you make friends, have good conversations or feel safe, you like to go there. And commonalities make for conversation.
If you watch your members, you will notice that, for example, strength athletes tend to orient themselves towards a younger, male trainer who likes to do bodybuilding himself.
Housewives and mothers, who may train in the morning when the children are at school, prefer to be looked after by their peers, who may also be struggling with the pregnancy pounds and not the supermodel with the dream figure.
Tip 2 to Strengthen Member Loyalty: Spatial Planning in the Gym
Simply place a few cardio and multi-gym in one room and the successful studio is finished – everyone could do that. In fact, the spatial planning of a fitness studio plays a major role in customer loyalty, especially in the area of motivation.
If you motivate customers to like going to the studio, then tie them to themselves. Take this into account when planning the space and create different training areas, for example: Position the cardio equipment so that it can be seen as soon as you enter the studio.
Give your functional training area enough space so that it can appear appealing. And create niches that not only enable communication, but also bring athletes together who follow a similar training approach.
Tip 3 for Strengthening Member Loyalty: Social Media for Gyms and Sports Clubs
Show what you can do. Social media has become a must for every gym, sports club, or healthcare company. Because almost every target group is bustling here.
Create short videos that show the fun of the current course, tell about the training success of your members or report on the private interests of the coaching team. Showing personality creates relationships and relationships create customer loyalty. Use the opportunities you have!
Tip 4 for Strengthening Member Loyalty: Group Dynamics in the Fitness Area
What could be nicer than preparing for an event with friends? As feeling the sore muscles together? Or to be missed by friends during training? Various studies show that group sport is more effective and more sustainable.
Pushing each other, making appointments with one another or preparing for an event as a group creates commitment and thus member loyalty. Celebrating milestones together is also a good thing: What do you think about giving the couple who lost 10 pounds together 10 percent on the next month of training?
Or the best friends who managed to train three times a week for three months, to buy vouchers for shakes? We are sure that the athletes will definitely tell their friends about it.
Tip 5 to Strengthen Membership Loyalty: New Technologies for the Fitness Area
Nobody likes dust and that’s why it’s important to keep up with the times in your gym. You can achieve this not only by implementing new training concepts and modernizing your devices, but also by providing innovative instruments as part of digitization. The smartphone is included in the training anyway, why shouldn’t it also serve as a training plan?
Booking your training over the phone or, best of all, on-site is time-consuming, why not do this via the app? For example, we have developed different online tools and apps for gyms and sports clubs that help you to be up-to-date.