It happens every year: the New Year comes around, and suddenly classes are filled, the air is electric with energy, and new faces fill the gym.
At first, you hardly have space for all the new members - every class is at capacity. But soon, the numbers have dwindled, and members you saw every day are coming once a week (or less!).
By March, you know they’re at risk of canceling their membership. Why would they pay for something they aren’t using?
You need to re-engage these at-risk members – and fast!
Why Focus on At-Risk Members
Before planning a re-engagement strategy, let’s take a moment to discuss why focusing on at-risk members is worthwhile.
- It is 5 times more expensive to acquire a member than retain them.
Acquiring leads is challenging – and expensive! Think of all the money spent on lead generation and the subsequent time spent converting those leads into members. Maybe you offer free trials or consultations. These efforts take up valuable time in your day, making member retention an essential focus at your gym.
- Interaction with an at-risk member can reduce the likelihood of cancellation.
At-risk members aren’t a lost cause. They just need to be nurtured! In fact, interaction with an at-risk member can reduce the likelihood of cancellation by 10%.
- At-risk members provide insight into areas for improvement.
Although you cannot save every at-risk member, these members still provide valuable insights into your member experience. Survey at-risk members to learn where you can improve and where you’re doing well. These members are a great resource when looking for ways to improve your gym.
Identifying At-Risk Members
The first step to re-engaging at-risk members is identifying them before receiving the dreaded Cancellation Request.
Generally, the highest risk of cancellation comes from members who haven’t been to the gym for more than a week (but have come within the last two weeks). These members are not sold on your gym, but unlike cold members, their membership is still on their minds – increasing the risk of cancellation.
Another reliable method of identifying members at risk of canceling is through NPS surveys. When reviewing the results of your NPS survey, the Detractors are at-risk members that could be saved through a re-engagement strategy!
Whether you’re using class attendance or NPS results, the first step towards re-engaging this group is identifying members most at risk of churning.
How to Re-Engage At-Risk Members
After identifying your at-risk members, it's time to develop a strategy for re-activating them at your gym.
When creating an at-risk member strategy, the overall goal should be to bring sleeping members back into your gym. A special offer or freebie may be just what you need to get them back in the door.
Once they come in, use the opportunity to establish a personal relationship with your at-risk member, increasing their feeling of belonging at your gym. This is an excellent way to improve their member experience, the leading factor in customer loyalty.
Start the visit with a warm welcome, establish a connection during the activity, and end with a fond farewell (ask when they’ll be back for an added bonus).
Re-engage your at-risk members by bringing them back into the gym and demonstrating that you value having them in your community.
Save Time with Automation
As a gym owner, you’re constantly pulled in different directions: putting out fires and managing the day-to-day of your gym. Although you know engaging at-risk members is valuable, you don’t have time to implement a re-engagement strategy.
Automation can help!
You’ll save time and be more consistent in your efforts, improving your member experience.
Create a re-engagement strategy with automated campaigns to prevent membership cancellations. UpLaunch’s At-Risk Member strategy was expertly crafted to re-activate your at-risk members through timely email, SMS, and staff touchpoints.
The At-Risk Member strategy offers members a free personal training session, bringing them back through the front door. This allows staff to work one-on-one with members, strengthening their connection with your gym.
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