9/24/2023 0 Comments Gym crowded resolutioners misc![]() 12% of Sign-ups Happen in JanuaryĪs you probably well know, January is the busiest time of the year for gym owners and personal trainers. Consider promoting and incentivizing new members to sign-up to group fitness and watch your attrition rate take a welcome dive. It’s clear that the social support and increased accountability of group fitness can be just the ticket to motivate your new clients to push through the pain and stick to their resolutions. To further hammer home the point, another key finding of IHRSA’s 2018 report was that class attendees are 56% less likely to cancel their membership than those who go it alone on free weights or other training equipment. But in this group exercise study, an incredible 98.8% of participants completed the program – an adherence rate that had been virtually unheard of in other fitness studies. In studies where people train on their own, the increasing difficulty of the program usually causes about 40% of participants to drop-out. During the study, the intensity and frequency of workouts increased each week gradually. In one study conducted at Penn State University, researchers started people who hadn’t trained before on a 30-week group fitness program. In addition to a solid onboarding strategy, introducing your new members to group fitness classes is a powerful tactic that reduces the chances of them canceling their membership. Group Fitness Can Slash Your Churn Rate by 50% Keeping just a fraction of your new sign-ups from canceling can be the difference between struggling to keep the lights on and making plans to expand into a new city. So, consider building a new member welcome-protocol to help gym members transition from outsiders to valued members of your community. That’s an incredibly significant statistic when you also consider the research from Frederick Reichheld of Bain & Company, who found that increasing member retention rates by 5% increased profits by between 25% and 95%. Paul Bedford showed that as little as four sessions spread over the first few weeks of membership can boost retention rates by as much as 17% at the 6-month mark.Īnd he’s not alone in his research either – the IHRSA’s 2018 report showed that just two interactions between staff and members each month increased attendance in the following month and caused a 33% reduction in risk of members canceling their membership. And it doesn’t take a tremendous amount of effort either. Welcoming your new prospects into your club with a well-designed onboarding strategy can supercharge your retention rates. So, is there a way to combat the drop-off of members? Yes, there is build a member onboarding strategy. ![]() In real terms, that’s an extra $348 per lapsed client that you’ve missed out on by December. Just think about that for a second – the average gym membership in the United States sits at $58/month. Especially when you consider that it costs five times as much to acquire a new member as it does to retain an existing one. As a studio owner, this means you’ll be missing out on a huge chunk of revenue over the latter half of the year. Research suggests that 80% of January gym-joiners quit within five months. 80% of New Members Will Quit Within 5 Months
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