For a long time, gyms focused their efforts on selling new memberships to increase their number of clients. But the day came Today, investing in sales is up to eight times more expensive than investing in retention . Therefore, our effort to create a strong bond with the customer from day one is essential.
In the life of a customer of the service, in the field of gyms, The first 3 months are very important To ensure their continued success, since most resign during that period, we strongly recommend creating unique experiences and consistently surprising your newest members to retain them.
In reality, the customer service process is crucial from the moment a person visits the gym, because at that point they already form an opinion about the business. If the individual decides to join, it means they had a positive impression of the gym. That's a very joyful moment for them, as they've made a decision that will lead to feeling good.
Now the focus must be on sustaining that enthusiasm. To do this, we must understand that most of the clients we enroll have never set foot in a gym before, or have no athletic experience whatsoever. They arrive to exercise and feel as if they're entering a spaceship full of aliens.
Socialization
When starting activities at the gym, we should encourage new clients to meet the "aliens" (instructors or other clients) to foster socialization and help them feel comfortable in this new environment. On the first day, the Sales Advisor should accompany them to the instructor and introduce them so the client doesn't feel lost.
Gym staff must be trained to approach new clients and introduce themselves, stating their name, explaining their contribution to the smooth operation of the gym, and making themselves available for any assistance.
Besides contacts with professors, it is also essential to introduce them to other partners, encouraging the creation of friendships, since this strengthens their bond with the company.
To achieve this, it's advisable to organize regular events, such as different classes, parties, large-scale fitness circuits, and anything that encourages interaction among clients. Take advantage of special days, like Father's Day or Valentine's Day, to create themed classes and ensure entertainment.
Information
New customers look around and see only monstrous equipment that could injure them at any moment. They don't know how to use these machines. There's a lot of misinformation, and at this stage, the monitor's involvement is crucial to provide all the necessary answers, reassurance, and reduce their anxiety.
After these initial steps, it's time to solidify the initial enthusiasm by focusing on the user's gym attendance. Deciding to exercise is difficult for most people, and we need to make it easier for them from the start so they can incorporate it into their routine more quickly.
Studies suggest that if a client comes to the gym once a week or less during the first month, it's likely that will be their last. That's why it's essential to show members that the hardest part—getting started—is already over, and that staying consistent is very easy.
To ensure a good frequency, in addition to maintaining excellent service, it is essential that the client participates in the special classes, as this ensures their motivation since, unlike the weight room, it facilitates their connection with other members.
Having constant and proactive contact is the huge key to success : in the first week, establish contact with the service client after their training to find out how it went and make a mutual commitment to participate to ensure the effectiveness of the exercise program.
After that first week, reassess the program and schedule another meeting with the partner to make adjustments. Subsequent contacts should be monthly.
Evaluations
Each and every one of these tools greatly helps to ensure customer retention at the gym. But in order for this retention to continue, we must constantly evaluate our actions and implement improvements. We cannot fall into a routine that leads us to perform actions automatically—without thinking—because that attitude would lead to a collective blindness, preventing us from seeing the areas for improvement.
To avoid this situation, a periodic evaluation process is really useful, since it lists the aspects to be improved.
Therefore, a clear and precise process must be established to ensure good customer retention. Creating a procedure is essential to achieve continuity and meet the appropriate standard of service.
Motivation
The initial motivation should be the main focus of all actions with the service's clients. They come to the gym for different reasons and needs, but Their continued employment with the company is due to the fun and friendships they find there .
Physical activity promotes a series of positive changes in people's emotions. Help them perceive these changes and show them how they improve thanks to the gym. Make them happy, share in that joy, have fun with them, and remember:
“ They all have the bricks and equipment; the services are becoming increasingly similar, but the relationships cannot be copied .” (Félix Cardamone, Director of ABN AMRO Bank)