Fitness Marketing Tips – Measuring Gym Membership Retention
Fitness Marketing Tips – Measuring Gym Membership Retention
How do you measure and improve the membership retention of your fitness club or gym?
In this continuing serious of fitness marketing tips Justin Tamsett of Active Management discusses how to measure and improve your gym membership retention as part of your overall fitness marketing plan. Many clubs do not measure retention at all or use a different formula every time.
Great video for gyms and fitness centres on marketing ideas and tips.
The simple retention formula is the amount of members who are still with you at the end of a period of time compared to who were with you at the beginning of the period. And do not include anyone who joined during that period.
You should measure this every month and at the beginning of each month have a 2 hour meeting to:
- Compare this retention figure to the previous month & the same month in previous years and ask the question WHY is it different or the same.
- Set a plan for the coming month on how to lower the number again or maintain, based on your learnings from the previous month.
Improving retention is looking at actions and the impact of those actions.
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Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.