CanFit Pro Stay One Month Longer

@JTActiveMgmt #CFPT011

To get a free copy of the notes go to www.slideshare.net/JTActiveMgmt

Stay Just a Little Bit Longer

Increasing the Average Length of Membership



First & Scary ThoughtsOn average:

• How much do your customers pay per month?• How many members cancel per month?• Have them stay one more month, how much would this add to your bottom line?



Second & Scarier ThoughtYou cannot improve your retention rate



The 11.5 Non-Negotiables To Get To Your Ceiling

1. Make a difference in somebody’s life – everyday

2. Aim your smile

3. Ask yourself a question – does every member

know your name?

4. Work the floor and do it well

5. Be the host of a party

6. If you get it wrong . . . admit it . . . put it right



7. Look for ways to go the extra mile

8. Learn empathy . . . use it

9. Look for opportunities to solve problems

10.Say “Good bye” the same way you say “Hello”

11.Take an individual responsibility to creating

‘raving fans’

11.5 Know your NPS score and improve it

The 11.5 Non-Negotiables To Get To Your Ceiling



Strategies That Create Magnetism For 1 More Month

1. Programming strategies2. Exercise adherence programs3. Educational webinars, seminars, hand outs & emails4. Social activities5. Personal Training6. Branded touch at 7 or 14 days & then at 30, 60 &

even 90 days7. Results8. Thank you and Birthday cards9. Suggestion boxes and answers



10. Acknowledgment to say ‘Well Done’

11. Member recognition

12. Staff selection, empowerment and retention

13. Joining fees

14. Cleanliness

15. Pricing consistency

16. Names

17. Know the difference between loyalty & satisfaction

18. Not getting over-crowded

Strategies That Create Magnetism For 1 More Month



Let’s Put Some i2F.U.N. into your business?

i Identify members who could potentially quit

i Interact with members as often as possible – and target

those we do not know

F Familiarity with your equipment & services

U Uniqueness for your club, members & Team

N Novelty – create a theme!



Identify



Identify• To have the biggest impact, we need to identify those members who are most likely to quit soon. • We can then target our resources on those members.• There are systems on the market to do this so you can manage your team to:

– Identify the right members.– Promote the programs to these members.– Measure the impact of these interactions /

programs.



Interaction



Interact with members.

Members visit more often.

Members stay for longer.

Interaction

Model provided by:



Interaction Research• Interacting just once a month increases the chance of visiting the following month by between 10% and 70%* compared to not being interacted with.

• Attending just once a week reduces the rate members cancel in the following month by between 1/3 and 1/2 * compared to attending less than once per week.

* Depending on the month of membership.

Data provided by:



Let’s Put Some F.U.N. (back) into exercise?

F Familiarity with your equipment & services

U Uniqueness for your club, members & Team

N Novelty – create a theme



What is an exercise adherence program?

• Determine the target market for the program• Planning – don’t do too many

• Make as much effort as a membership drive• Set the goals for the program

• Team buy in• Have them help design the program• Have them do the program 4 weeks prior• Make any changes/improvements

• Maintain the enthusiasm during the program• Follow up• Feedback from the members



Sample Adherence Programs

• Tour de France

• Olympics

• Run for a Cause

• Group Fitness

Passport

• Indoor Triathlon

• Row The Thames River

• Step the Empire State

Building

• Bike Bonanza

• Group Fitness Passport

• Lotto



Sample Adherence Programs



Service is not a department it is culture

• Calling back when promised

• Explaining what caused the problem . . . in simple

English

• Letting the member know who and what numbers

to call

• Contacting the member promptly when the

problem is resolved

• Giving members full access to speak to

management



Service is not a department it is culture

• Telling how long it will take to solve the problem

• Offering useful alternatives if the problem cannot

be solved

• Treating member like people not account numbers

• Advising members on how to avoid a future

problem

• Giving progress reports if a problem cannot be

immediately resolved.



Justin TamsettB.Ed (Phys & Health Education)

Feel free to contact JT: [email protected] or 0438 015 677

Follow JT on Twitter: @JTActiveMgmt

To read JT’s blog: www.justintamsett.com

Become an Active Management Fan on Facebook: www.facebook.com/activemanagement

And for more information on Active Management helping your business go to: www.activemgmt.com.au

"What you leave behind is not what is engraved in stone monuments, but what is woven into the lives of others."

Pericles

CanFit Pro Stay One Month Longer

Business

Transcript of CanFit Pro Stay One Month Longer