You’ve worked hard to get that new member to your fitness center or gym. That’s just the beginning of your marketing workout. The real payoff is in keeping that new member active and engaged.
If you neglect your loyalty marketing and gym member retention efforts, you’re probably losing valuable business from those potential repeat customers. For example, the customer who has a gym membership but never uses it won’t be buying drinks at your juice bar or training sessions with your personal trainers.
Many fitness businesses make the mistake of focusing all of their marketing efforts on bringing in new customers without thinking about loyalty marketing and gym member retention strategies. Repeat customers can be an important part of a business’s revenue and shouldn’t be left out of your marketing plan. Fitness loyalty marketing is a great way to keep customers coming back and it is easy to find a loyalty program that fits in with your business.
Here are some loyalty marketing ideas and gym member retention strategies that you can implement to keep your customers coming back:
Points for Frequent Customers
A points-based loyalty program is probably what most people think of when they think of loyalty marketing. This is a buy-two-get-one-free incentive. Customize the program for your business and what you most want your customers to purchase. If you’re a personal trainer, you could offer a free hour of training after a certain number of paid hours. If you own a fitness studio, offering a free class or free private session after a certain number of paid classes will keep members coming back for more.
Tiered Loyalty Rewards
Keep your customers engaged with your loyalty program by offering different rewards for different levels of participation. The first tier might be one free group class for every five personal training sessions purchased within a month. The second tier might be one free personal training session after five sessions were purchased in two consecutive months. A third tier could be a month of free personal training if five sessions are purchased each month for a full year. By ramping up the rewards for repeat purchases, you’ll get your customers into the habit of using your business on a regular basis.
Incentives for New Business
Make your loyalty marketing do double-duty. Offer your current customers an incentive for referring new customers. The incentive could be points based — bring in five new customers, get one month free. Alternatively, the incentive could be tiered. For example, if a customer refers five new customers, they get one free class. If they refer ten new customers, they get one free personal training session. Ultimately, if they refer twenty-five new customers, they get one month free.
Make it a Game
Channel your customers’ competitive spirits with a friendly game that pits them against one another. Keep it simple and offer a reward for the member who uses your facility the most in one month. Make the challenge more involved by assigning points to different services that you offer and providing a reward to the customer who gains the most points.
Focusing only on new memberships puts your business at a disadvantage by leaving a portion of the customers’ lifetime value on the table. Try these loyalty marketing ideas and gym member retention strategies to get more value on top of every membership you sell. And don’t forget to let me know how they work for you in the comments below!
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About Stacey Riska
Stacey Riska, aka “Small Business Stacey” is a serial entrepreneur who is passionate about helping small and local business owners get MORE: MORE leads, MORE customers/clients, MORE sales, and MORE money. She transformed her coffee and smoothie business from being $500K in debt to a 7-figure profitable business by using daily deal marketing. Now she teaches others how to skyrocket their business growth and get massive profits. When not saving the small business world, she enjoys sipping red wine, eating chocolate (who doesn’t!) and spending time with her amazing husband.