Want to make your members love you? Then give them additional value for their memberships. The core of your gym marketing strategy should be what you can do for your members, and when you add in the little things you do, you create happy members that serve as brand ambassadors for your gym. They love you, and they’ll let all their friends in on it, too.
Go above and beyond member expectations. Yes, they’re expecting a clean, safe place to work out. But what else can you offer to your members that will make them excited to come to the gym? Anyone – and any gym – can provide a row of treadmills and a set of dumbbells. Your challenge is to make your gym much more than that.
Make each member feel important. Karen swipes her key tag, hits the recumbent bike for half an hour – and then what? Do you know what brings her to your gym three times a week? If not, find out! Take the time to talk to your members.
Go above and beyond in each interaction. You’re most likely to hear from a member when he’s unhappy about something. The most he’s expecting is a platitude (“Oh, yeah, don’t worry, we’ll take care of that for you.”) Instead, follow up with him. For example, if he’s complaining about a missing weight plate, call or email him once it’s fixed.
Offer your expertise. You and your trainers are experts, and your members know that. Add in classes, discussion sessions, and even online communities so that your members can learn from you. As part of your fitness center marketing, you can even create tip sheets that members can take with them (e.g., a tip sheet on how to order food in a restaurant so that it’s prepared without excessive fats).
The average health club spends tons of money on gym marketing to get new members. But little things like the ones above add up. Find innovative, interesting ways to keep your members engaged, and they will not only love you but keep renewing their memberships.