Stuck on You! Built in Retention

In an effort to keep members around longer you should focus on selling sticky products first. “Stickiness” refers to the ability of your clubs products or services to retain the member using it. For example, group fitness, boot camps and weight loss programs are extremely sticky products. Members that are a part of these activities adopt trainers and instructors they like into their circle. There is a comfort level that they don’t want to be without. It’s why you catch flack if a great(or not so great trainer bails). Another factor for members that have these dues or upgrades auto-billed, switching their account to another club becomes a  process that many people postpone, a strong incentive for remaining enrolled. While Personal Training penetration remains low compared to other products, members with trainers typically have a greater satisfaction with the club.Therefore it is not just the additional revenue we garner when people are training its supports the retention rate as well. If the member has a membership with the club that could easily be terminated, such as a month to month or short term try to turn that into a more permanent relationship. If your membership card has a rewards program offer reward points for converting. If they enrolled online, follow-up with other online features another opportunity to promote the sticky effect of training is online training.You should make sure your club offers and is constantly on the lookout for more sticky programs and leverage non-sticky products to deepen relationships.

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