Following the theme from our article on how gyms can use data and feedback to stand out and get ahead of the local competition, we’ve decided to go through some more key areas where a gym can really differentiate itself.
This time we will be moving away from popular suggestions we’ve heard from independent gym owners regarding data, feedback and improvements and looking at something a bit more fundamental and actionable.
Getting people through the door. An eternal white whale to gym owners. How to get prospective members and new members through the door and into your gym. Everyone has their answer, and we’ve been told a fair few in our time. So here is a quick list of low-cost methods that have been proven effective and efficient in getting new members through the door.
Our aim here, as always, isn’t just to attract gym rats and regulars, we are looking to draw in people from all walks of life and as far as we are concerned, the greatest victories that we can have as gym owners are getting people in who otherwise wouldn’t step foot inside a gym. Whether that is older people, inexperienced newcomers or just very busy people, there should be a place in our gyms for all of them. These demographics remain some of the key battlegrounds for growing a business and fostering a positive reputation.
So without further ado, onto the next five actionable strategies that can be used to push those ‘on-the-fence’ prospective members over the edge.
The Power of a Membership Referral Programme
We know that the concept of a Membership Referral Programme is sometimes met with scepticism. We have heard some gym owners say they put in a lot of effort with no guarantee of results.
We find this to be an inherently defeatist attitude, the guarantee of results is your gym being a place people will want to return to!
And ultimately the membership referral system is believed to be an incredibly versatile and cost-effective system for drawing in new members for a reason. They are utilised by corporate budget-chains up and down the country with great effect and with the right Membership Management software they are incredibly easy to set up and operate, nullifying the usual excuses.
Ultimately a membership referral programme is based on confidence. Confidence that a gym can afford to incentivise existing members in order to attract new members. Followed by the confidence that those members will stick around.
And why not take it a step further?
If a membership referral scheme is initially met with success. Use that momentum to offer monthly prizes.
Offering prizes for the member who refers the most new members who then go on to sign-up for a 12 month period.
We have heard all sorts of interesting prizes of various sizes, but ultimately it is the sense of community and competition that will see this one through. Just make sure it is a prize that looks good on Instagram and Facebook!
With good enough prize support, a well-supported membership referral scheme can generate a significant number of new memberships every month!
How can an Independent Gym keep the momentum up for a Membership Referral Programme?
Don't scrimp on Presentation/Cost:
- Purchase a professional-looking banner and display it in a prominent, well-lit location. If you are asking members to vouch for your gym, make the pitch look good!
- Be clear regarding the terms of the programme. Use signs and social media posts to explain the rules so that members understand what is required and have their expectations set.
- Make the prizes attractive. People won’t put a significant amount of effort for something that costs very little.
- Keeping Up Appearances: Make sure the displays are still in good condition after the initial few months. This isn’t only for existing members, but also the new members that will be joining off the back of the scheme. If by the time they get to your gym, the posters are peeling, it won’t be a good first impression.
Clear and Concise:
- Keep track and display a list of the members that have referred prospective members via the scheme. Keep a running total. This will encourage competition. If two of your members have referred the same number, you can be sure they will both push a little harder to ensure they clinch it!
- If it is really close and the budget will stretch to it, give a prize to second place. This will not only make you popular with that person and the friends they have referred to your gym, it will also motivate others to try in the following months!
- Put on a show: If the winning member is up for it, take a picture of them with their prize.
Post it not only in the gym but on social media (again, with consent). Include a list of the other members who referred friends and thank everyone for their efforts. Keep this picture displayed for the whole year and then add each new month’s winning picture.
Consistent:
- Start the membership programme on a set day of every month, it needn’t be the 1st but it has to be the same day every month, otherwise members will quickly become confused and it will seem unprofessional.
- Ensure that a few names are already on the list at the start of the month, no-one likes to be the first to jump and it will make it seem like the scheme is off to a flying start.
- Make the prizes relevant to the month. People might not be that interested in a new bicycle if it is in the middle of winter, but they might love a flight to somewhere hot!
We know it seems like a lot of work, but compared to the alternatives these referral schemes have proven time and time again to be a popular and incredibly cost effective system. There is a reason that many of the corporate budget-chains are running this across the majority of their sites.
When compared to the yield return on many advertising campaigns, the referral campaign delivers significant value for money.
Free Wi-fi and Charging Facilities
As we’ve talked about at length before, one of the many groups that gyms (independent and otherwise) are currently appealing to are the denizens of Gen Z and Millenials. These are generations that are incredibly smartphone dependent.
In terms of supply and demand, one of their biggest demands are free Wi-Fi and free charging. And it is understandable, the music they will be listening to, the apps they will be using to track their fitness, potentially even their means of paying for or even entering your gym, might all be on that phone.
It is a killer piece of advertising for those looking to draw in prospective members in the under-30s range.
And the best part? Free Wi-Fi isn’t as expensive as it used to be. It has become a lot cheaper in the last decade and more and more independent gyms are enjoying the benefit of offering free wi-fi.
Charging is much the same, the technology has become cheaper, smaller and very few people under-30 are caught dead without their charging cable of choice.
Whether they have been recently installed or have been there for a while, many gyms see a noticeable uptick in membership if they start advertising these ‘quality of life upgrades’ loud and often.
Clear Motivational Banners and Class Advertisements
A gym isn’t just a place where fitness expertise and equipment are gathered. It should also be a motivational place.
This type may seem a bit ‘light’, but we continue to be amazed at the effect of a positive attitude can have on members. Setting the tone with appropriate (read: non-cliched) posters can create a positive atmosphere.
These don’t need to be meaningless platitudes either. Practical advice and well-researched motivation techniques can really help a gym speak to its members.
Still sceptical? Ask yourself whether someone is more likely to be inspired by a clean and well-thought out poster or the blank wall behind it?
Don't Gate Off Resources Unnecessarily: Be Open With Content
There is a particularly unpleasant term known as ‘Death by a thousand cuts’. We’ve often heard people talk about it when it comes to budget serves such as EasyJet.
The thinking is that you get sold the base service very cheap, with the rest of the service being a form of psychological warfare to get you to buy the withheld basics.
While this can undoubtedly be a very persuasive advertising model, it runs the risk of creating quite an adversarial relationship with your members.
With that in mind, we would recommend gating off content sparingly, and only when it brings a genuine elevated value
The desire of independent gyms to gate off content is understandable, but perhaps not always the right solution.
Attending a gym can be a very personal experience, and exercise programmes being made readily available can have a vast impact on the individual member.
Offering these programmes can effectively make the difference between a prospective member choosing your club or a competitor.
The last thing you want is for your member to feel like they have been bullied or coerced into buying something they didn’t want to. Alternatively you don’t want a member left wandering or having a sub-prime experience because they don’t understand the structure of the gym.
An experience, such as an exercise programme, that enhances your members’ gym experience is a powerful tool for retention. It is a matter of understanding the balance, what customers are willing to pay for, what will drive them away, and what is worth giving away for free so that it increases retention.
First Visit Discount
And to finish this tip is more about ‘Getting people through the door again’.
First visit discounts are another very clever scheme we have been hearing about more and more recently.
Whether it is connected to the referral scheme we talked above, or a bring-a-friend system (which we will cover in another article), first visit discounts can be a powerful incentive if presented in the right manner.
Perhaps the most effective and organic method we’ve heard of is by creating a culture of distributing them to customers amongst your staff and Personal Trainers. This might sound hard to instil, but it is deceptively simple. Handing out these codes to staff ahead of launching a referral scheme, an open day or a bring-a-friend day and telling them to give them out to visitors after a minute or so of conversation can be a great, personal way to encourage people to return.
Prospective members are much more likely to return if they feel like someone has personally given them the code/discount. It is a neat little trick to create a positive association with your gym.
Conclusion
As you might have gathered, this won’t be the last post we have planned about getting members through the doors. It is rightly one of the largest pre-occupations of gym owners and as such, something we get a lot of feedback regarding.
If you have anything you want to contribute, or if you want to vouch for anything that did or didn’t work in this article, don’t hesitate to get in touch. We are always interested to understand what independent gym owners are trying, what is working and what is not.
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