As the new year starts, it's full of promise and potential. Many people make New Year's resolutions, most of which include goals like "get healthier," "lose weight," and "start exercising more."
Because of these resolutions, fitness clubs and gyms often see a massive influx of memberships at the start of the year. In fact, up to 12 percent of new members come in January, illustrating the power of the "new year boom."
Unfortunately, up to 80 percent of those new members will cancel their plan within five months. Usually, health clubs see a steep drop off in member attendance once February and March come around.
As a health or fitness club, you can capitalize on this influx, but you also need to make sure that you can retain as many of these members as possible. With the right initiatives, you can show new customers that your business works well for their needs. Here are a few options:
Fitness Clubs and Gyms
When you look at the top reasons people stop going to the gym, the top two spots are a lack of time and confidence. So, you can appeal to those customers with customized marketing materials.
Is your gym open 24 hours a day? Let new members know that they can fit in a workout whenever they want. You can even offer flexible fitness class sessions to accommodate users.
As for confidence, you can share success stories of other members, or you can highlight how going to a fitness class is an excellent way to make friends and stick to one's health goals.
Health and Wellness Spas
While a gym focuses on exercise, a health club focuses on improving each member's health through various activities and treatments. As a full-service operation, customer service is the cornerstone of your business, so let that guide your early interactions with new customers.
Appeal to new members by offering a one-on-one session with a trainer or health professional. This meeting can ensure that the member understands what you have to offer and what goals they can achieve at the club.
You can also provide welcome parties or get-togethers so that new and old members can get to know each other. This kind of camaraderie can ensure that new customers stay at the club throughout the year.
Medical Clinics
Your business is somewhat limited by customer demand. Most people go to the clinic because they have to, not because they want to. However, you can take advantage of those individuals with Health Savings Accounts (HSAs) who may want to use up those funds. You can appeal to their needs by focusing on non-emergency procedures to help them achieve their health and wellness goals.
Let Randal Retail Help Your Health and Wellness Operation
Don't let the new year pass you by! Randal Retail can design custom interiors including signage, decor that will drive traffic to your health-conscious operation. We specialize in health and wellness clubs, gyms, and clinics, and have the experience to back it up.
