We are all pleasure seeking individuals. I think we can all agree on that much. So when trying to tackle the issue of member retention and attracting new members it may help to bear this in mind.
Unless motivated by a health situation, the majority of people almost have an ingrain detachment between inspiration and perspiration. The way round this? To provide them with something that they find so enjoyable that they bypass any of the negative feelings and emotions associated with it and so it becomes totally about pleasure.
A quick browse around the web and you’ll find that the majority of studio classes that take place are around the 45 minute to 60 minute mark. To any beginner, or fitness “newbie”, this can be an intimidating prospect. So, when it comes to working out, is it any wonder that the majority of people associate it with pain and, therefore, politely sidestep round the issue?
Using this as an example then, to appeal to as wider demographic as possible, maybe classes could be offered that last just 20 minutes? Arguably a more attractive proposition, more “pleasure” than “pain” on the scale. But what other factors can help turn pain into pleasure?
How about the environment in which you are asking people to work out in? To bypass any negativity regarding working out a motivating, inspiring and stimulating space can do wonders. It can help people push themselves that little bit harder, and feel good at the same time. If an individual is getting results then they’ll keep coming back for more – very few people, if anyone, cancel their membership because they were achieving too much!
We wrote recently about putting yourself in the shoes of your members and it’s a vital exercise to do. If you picked up a piece of equipment in your club, and were unsure how to use it effectively, is someone on hand to assist, and do they have the knowledge to inform, demonstrate and guide? An IHRSA survey stated that 84% of members said staff were the key to them renewing their membership. Competence and professionalism of staff is vital as members will gain confidence from them.
We’ve touched on just a few factors here but there are many things to get right to ensure your club or PT studio is as appealing as possible. However, if you get it right then the rewards can truly separate you from your competition.
To find out more then get in touch with us today, contact us via email – email@example.com - or give the team a call on +44 (0)1733 313535.