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GUARANTEED GROWTH STRATEGIES
As a low-cost club, offering any additional services to your members is a huge deal – and you need to capitalise by making a big marketing splash. But a big splash doesn’t necessarily mean a huge investment. See how Genki managed to get more visits more often through a cleverly executed marketing campaign.
As a non-profit club every investment decision needs to provide the best outcome for your members and the best return on investment in terms of longevity, use and being fit for purpose. But can equipment choices really impact your attendance and provide ROI? For your segment, absolutely!
As a community club you have a diverse membership, just like 1Life. This means the equipment you use needs to be fit for purpose and easily used by all your members, ideally without the need for assistance or instructions. But can equipment choices really impact your attendance and provide ROI? For your segment, absolutely!
As a club servicing the education sector, you understand the benefits of successful orientation. But have you applied them in your club? When dealing with thousands of members or potential members, you need one strategy that works for all. Focusing on a successful induction is your answer - it certainly worked for SC Fitness and their 87,000 members.
In the corporate segment, getting your members to find the time to visit your club is what helps them see long-term value and keeps retention higher. Ensuring your members have an opportunity to try something outside of their usual routine is what will drive increased attendance. See how Genki managed to get more visits more often through a cleverly executed marketing campaign.
As a premium club your members expect more than good, they are paying for and expect the best. When your biggest differentiator is your people, you need to make sure that they are trained to the highest level. The good news: this investment pays off through significant increases in attendance. Increased lifetime membership value is just around the corner…
As a boutique club, one of your biggest assets and differentiators is your instructors. Your members come because they enjoy their personalities, but they come more often when they are getting results. You might think your team is good – but what would it take to make them GREAT? See what a tangible commercial difference some training can make to your attendance figures.
As a traditional health club servicing the mid-market you offer your members a range of different services and facilities. It can often be confusing for members to know where to start, and the first 30 days are crucial to increasing lifetime membership value. See how traditional health club SC Fitness found a single strategy that improved attendance across all of their clubs.
GROWTH THROUGH SMART START AND INDUCTION
PROBLEM
After analysing data from across their 30 clubs and 87,000 members, SC Fitness identified members who attend group fitness retain their membership three times longer.
STRATEGY
AN INDUCTION PROGRAMME PRESCRIBING GROUP FITNESS FOR 6 WEEKS
SC Fitness reviewed five years of data, detailing every reason why a customer left their club. They used 65,000 exit interviews, heat-mapped usage patterns and considered attendance patterns from 87,000 members.
- Designed a new induction programme that had touchpoints prescribing group fitness and regular check-ins
- Implemented Les Mills’ Smart Start programme and created a group fitness loyalty passport for members
- Set KPIs for all instructors for group fitness usage as a percentage of club visits
- Invested £170k per year in instructor training
RESULTS
44%
of total club visits are now group fitness
- Group fitness attendance increased 3% year-on-year, resulting in 3% more members and a 117% increase in total lifetime membership value
- Group fitness attendance increased to 44% of total club visits
- Group fitness Net Promoter Score (NPS) increased to 17% above average club NPS
Download the complete set of growth strategies
Interested in the other four proven strategies for group fitness attendance growth? Download our Guaranteed Growth guide and you'll get the complete set. This guide will give you a blueprint to tackle increasing class attendance from every angle. Each of the strategies has driven real results for our club partners around the world.
