Be a cactus; retain, retain, retain

January and February can only mean one thing — new year’s resolutions. Every year like clockwork excited, hopeful out-of-shape humans flood gyms all over America. These hopeful people have just had Santa leave them new running shoes, spiffy new clothes, the latest wearable technology. They look good and they know that this year they will fit into those jeans. This is the year that I will not worry about taking off my shirt at the pool. I will have the energy I need to play with my children.
Each year between December 27 and January 4 the most searched Google phrases are “weight watchers” and “gyms near me”. These folks have a plan, but as the great boxer Mike Tyson once said, “Everyone has a plan, until they get punched in the face.” The soreness is the punch in the face. The feeling like the outsider is the punch in the face. The awkward uneasiness to which there seems to be limited answers is the punch in the face. It is this punch in the face that is critical. How good a facility does at helping to get members over this imaginary “punch in the face” will ultimately determine how many members make it for the long haul.
The challenge is now how can we keep these members engaged so they evolve into long term, successful members. We all have people in our lives that will start with a gym membership and quit by April. Hell, I know wellness professionals who struggle with sticking with a work-out regiment. Everyone lives in a busy, fast paced world — with families, jobs, friends, and hobbies. How do you keep these new members coming back when the rest of the world is working so hard to give them a reason to quit? It is estimated that 80% of new members quit by April 1, and two of the top three reasons for quitting are — “Lack of guidance” and “Feeling out of Place”. But don’t just take our word for it — check out the research for your self.
We live in a world that offers people a multitude of “work-out” options, and if you aren’t actively working to stay engaged with your members you will lose them! As little as 8 years ago the gym industry was primarily made up of “big box” health clubs and YMCA’s competing for the same customers. Now, wellness facilities are competing against large corporations like Beachbody who offer unlimited on-demand work-outs delivered to any platform. Gyms are competing with boutique gyms that have a focused strategy and execute on a limited amount of tactics. (think SoulCycle, Orange Theory, and 9Round)
The new fitness club environment makes me think about a desert cactus. The cactus does not thrive because of its ability to acquire water, it only thrives because of its unique ability to retain the water. The increased competition in the gym industry is creating a new reality for all health club facilities. Those that can not retain their members will wilt away and die of thirst.
In order to execute any successful retention strategy you have to build relationships with the right member. A club must understand which member is in need of some special attention and what that attention needs to be. Relationships and results are the new currency in the gym community. Facilities that facilitate face to face engagement increase new member retention by up to 15%. Don’t let another April come and go with you losing all of these new members that you just worked so hard to acquire. Be a cactus, focus on retention so that you can bloom all year long!

