The undisputed king of marketing is word of mouth. You can spend thousands on digital advertising and create some incredible content, but it likely can’t compare to a referral from a friend.
First, focus your gym marketing content on showing people what they can expect, and casually use the word “safe” as an assurance. Second, make the conversation about them, not you. Once people have taken the first step and come through your doors, your goal is to provide solutions to their problems.
Instead of talking about your equipment and schedule, ask them about their goals, challenges, background and more. This will make them feel welcome, opening the door for you to prescribe the services that will help them most.
3. Guide them Through the First 100 Days of an Unforgettable Member Experience.The first 100 days are crucial to the ultimate gym member experience. They’ll require lots of hand holding as they they learn about your gym. And it will take time to get to know the community, the vibe and the culture. Ultimately, this is a time where they’ll be deciding if this is the place they want to stay long term.
Part of your ability to effectively manage this time period for them goes back to determining your niche. By knowing who your target customer is – and the problems they’re looking to solve – you can serve them well.
As one gym owner trying to manage multiple new-member journeys at the same time, using automation is an effective strategy. Use a CRM like PushPress Grow to automate texts and emails that guide members through the first 100 days. That way, you can educate, inform and entertain clients consistently, and no one slips through the cracks.
4. Offer the Products and Services Your Members Want.
One of the greatest differentiators between your gym and the “big box gym” options out there is your ability to provide the customized solutions your customers need. When you express genuine interest in their goals, listen to their stories and give them your attention, you’ve created an entirely different experience.First, hiring coaches that can guide members is a game-changer for results. When your team of coaches truly cares about your gym community, great things happen.
Second, consider offering options beyond the typical group class format. High-ticket gym services can drive both revenue and retention in your gym. These are things like personal training and nutrition coaching.
When it comes to client results, personal training will likely get people to their goals faster than group classes. With that in mind, there are two options for gym’s to explore with personal training: A fundamentals program or an add-on to group classes.
As a one-time, introductory package, PT is an effective way to prepare clients for group classes. This is especially true for those who are brand new to working out.
The other option is a hybrid gym membership, where members do a mix of group classes and PT sessions. Hybrids are set up as recurring billing, so they offer a tremendous, longer-term revenue opportunity.
5. Drive Retention with Celebrations and Fun.
The majority of members joined your gym because they’re looking for some kind of health-related help. But most likely, the reason they stay is because you provide an encouraging, fun gym culture.For some, exercise can feel like a chore or an obligation. If you can flip the script, you can set yourself apart from the competition.Start by celebrating milestones. Reward members for achieving a certain number of gym member check-ins or recognize new PRs.
In Summary: The Ultimate Member Experience Made Simple.
There are numerous benefits to creating an unforgettable member experience in your gym. Not only will you increase revenue and retention, but you’ll drive word-of-mouth promotion and referrals.
Utilize these five steps to manage the customer journey for the long term. Start by defining your niche. Then create the best first impression. Next, guide your members through the first 100 days, offering the products and services they want. And finally, drive retention with celebrations and fun.
