The BriefYourMarket.com blog

This is some blog description about this site

Will the "New Year, New Me" hype be enough to keep your new members?

motivate-your-members

Officially dubbed “Quitters’ Day” by Strava, January the 12th is the fateful date when the majority of the population will break their New Year’s resolution, and it’s all due to a lack of motivation.

At one time in our lives, we’ve all committed to a variation of the “New Year, New Me” mentality, with many of these promises not making it past the end of the month. So, when your membership sign-ups peak at the start of 2019, here’s what you’ll need to do to keep your new clients on track…

As a gym or fitness facility operator, you have more influence than you perhaps realise to inspire consumers, which is why you should be sharing your industry insight regularly throughout the year.

Over half of Brits have no idea how to achieve their fitness goals, struggling to figure out gym machinery (23%) and having to copy someone else’s workout for ideas, so sharing basic demo videos and exercise guidance would be a good place to start with your communications.

In terms of fitness motivation, Strava’s study indicated that a number of tried-and-tested methods can see considerable results, including: working out with a friend, setting goals, commuting to work, becoming a morning person, and joining a club or gym.

 

Leisure businesses are amongst those with the highest churn rate, with Mintel suggesting that around 50% of members will leave per year, either to go elsewhere or stop working out completely.

Marketing your expertise and workout tips seems straightforward – in principle – but the simple truth is that many struggle to plan, implement and stick to a comprehensive digital marketing strategy.

For optimal results, you need to remain in contact with your data, each and every month. To give you a head start on what this might look like, we’ve put together some suggestions…

 

In January…

Over the Christmas holidays, we’ll have spoiled ourselves on 300 million mince pies, 205 million glasses of champagne, and – most shocking of all – 411 million sprouts.

Dry January will be on everyone’s mind, so now is the time to maximise on business with well-timed offers and savvy marketing campaigns that resonate with your audience.

It’s estimated that millennials will spend an average of £1,066.20 during self-improvement January, with another study concluding that the UK will collectively splash out over £2.8 billion, following the latest trends in fitness, dieting and well-being.

There are some key dates that offer you the perfect opportunity to deliver the right message at the right time, and improve your retention rates.

For instance, you could send a communication on ‘Make Your Dreams Come True Day’ that demonstrates how your customers’ fitness goals are achievable with your help, and happens to fall on the 13th – just one day after “Quitters Day”.

To target new gym goers, and keep them motivated, you should send campaigns that:

- Provide useful tips on how to use different pieces of equipment. A large number of Brits suffer from “gymtimidation”, feeling too shy to ask for help, so this will give them all of the information they could possibly need to get started whilst encouraging others to mix up their exercise regime.

- Highlight your offers. These are crucial for your prospecting campaigns, and work even better with segmented data, e.g. send offers specific for families, students or the over 55s.

- Showcase your classes. If you’re starting a new series of classes, tell your database the ins and outs. Exercising with others has a significant boost to our motivation whilst reducing perceived effort, making this an effective way to keep your members going for longer.

 

In April…

By now, you’ll have noticed a considerable drop in numbers from your new starters, making it your priority to reconnect with them.

One industry study claims that – typically – gym owners expect only 18% to consistently use their memberships, and that in order to be profitable, they require ten times as many customers as they can actually fit through the doors.

Whether your overall objective is reducing your churn rate, increasing sign-ups or managing retention, you need to communicate with your customers to keep their interest, custom and brand loyalty.

In the springtime, budget-sensitive consumers will be taking their workouts outdoors, swapping their memberships for other leisure pursuits, such as jogging and cycling.

For 47% of Brits, membership fees are the prime reason for not signing up, swiftly followed by a preference for outdoor activities (25%), and a reluctance to be tied to a contract (21%).

These aspects should be at the forefront of your strategy in April, as you also seek to tap into fitness-related holidays like: ‘Walk to Work Day’ (on the 5th), ‘World Health Day’ (7th), and ‘International Dance Day’ (29th).

To target fading gym-goers, you should send campaigns that:

- Focus on customer retention. After a few months, we all tire of doing the same exercises, so try mixing things up for your members by offering tasters for new sessions with new instructors. Fittertainment plays a key part in this, proving very popular amongst millennial fitness fanatics. Find out more here.

- Create incentives and reward attendance. These can relate to fee discounts or competition prizes.

 

In September…

With summer drawing to a close and autumn in sight, you need to prepare for an inevitable dip in footfall, as fewer people choose to brave the cold weather and dark nights to make it to the gym.

Autumn has been labelled the unhealthiest season, given that one in five will cut down on exercise, and that by the time Christmas rolls around, we’ll manage to put on around 20 million stone – or the equivalent of 10,000 double-decker buses.

So, with the risk that your members will slowly slip off, pick up the pace with your emails and social media posts from September onward, making full use of key dates like ‘Day of Encouragement’ (on the 12th) and ‘National Gymnastics Day’ (19th) to engage your audience.

To target dwindling footfall, you should send campaigns that:

- Remind your customers what can be attained. Customer success stories will incentivise others, as they hear which workouts actually work, and what they need to do to see results as well.

- Improve your brand likeability. Use topical messages to build a sense of familiarity and a brand bond with your members, lowering the likelihood that they’ll switch to one of your competitors.

 

For more information…

To discuss your 2019 strategy with a member of the BriefYourMarket.com team, call us on 0344 800 84 24, or email us at pauld@briefyourmarket.co.uk.

 

What will you do to compete with Foxtons in 2019?
The travel booking journey in hospitality…
 

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Saturday, 19 January 2019

The BriefYourMarket.com blog

This is some blog description about this site

Will the "New Year, New Me" hype be enough to keep your new members?

motivate-your-members

Officially dubbed “Quitters’ Day” by Strava, January the 12th is the fateful date when the majority of the population will break their New Year’s resolution, and it’s all due to a lack of motivation.

At one time in our lives, we’ve all committed to a variation of the “New Year, New Me” mentality, with many of these promises not making it past the end of the month. So, when your membership sign-ups peak at the start of 2019, here’s what you’ll need to do to keep your new clients on track…

As a gym or fitness facility operator, you have more influence than you perhaps realise to inspire consumers, which is why you should be sharing your industry insight regularly throughout the year.

Over half of Brits have no idea how to achieve their fitness goals, struggling to figure out gym machinery (23%) and having to copy someone else’s workout for ideas, so sharing basic demo videos and exercise guidance would be a good place to start with your communications.

In terms of fitness motivation, Strava’s study indicated that a number of tried-and-tested methods can see considerable results, including: working out with a friend, setting goals, commuting to work, becoming a morning person, and joining a club or gym.

 

Leisure businesses are amongst those with the highest churn rate, with Mintel suggesting that around 50% of members will leave per year, either to go elsewhere or stop working out completely.

Marketing your expertise and workout tips seems straightforward – in principle – but the simple truth is that many struggle to plan, implement and stick to a comprehensive digital marketing strategy.

For optimal results, you need to remain in contact with your data, each and every month. To give you a head start on what this might look like, we’ve put together some suggestions…

 

In January…

Over the Christmas holidays, we’ll have spoiled ourselves on 300 million mince pies, 205 million glasses of champagne, and – most shocking of all – 411 million sprouts.

Dry January will be on everyone’s mind, so now is the time to maximise on business with well-timed offers and savvy marketing campaigns that resonate with your audience.

It’s estimated that millennials will spend an average of £1,066.20 during self-improvement January, with another study concluding that the UK will collectively splash out over £2.8 billion, following the latest trends in fitness, dieting and well-being.

There are some key dates that offer you the perfect opportunity to deliver the right message at the right time, and improve your retention rates.

For instance, you could send a communication on ‘Make Your Dreams Come True Day’ that demonstrates how your customers’ fitness goals are achievable with your help, and happens to fall on the 13th – just one day after “Quitters Day”.

To target new gym goers, and keep them motivated, you should send campaigns that:

- Provide useful tips on how to use different pieces of equipment. A large number of Brits suffer from “gymtimidation”, feeling too shy to ask for help, so this will give them all of the information they could possibly need to get started whilst encouraging others to mix up their exercise regime.

- Highlight your offers. These are crucial for your prospecting campaigns, and work even better with segmented data, e.g. send offers specific for families, students or the over 55s.

- Showcase your classes. If you’re starting a new series of classes, tell your database the ins and outs. Exercising with others has a significant boost to our motivation whilst reducing perceived effort, making this an effective way to keep your members going for longer.

 

In April…

By now, you’ll have noticed a considerable drop in numbers from your new starters, making it your priority to reconnect with them.

One industry study claims that – typically – gym owners expect only 18% to consistently use their memberships, and that in order to be profitable, they require ten times as many customers as they can actually fit through the doors.

Whether your overall objective is reducing your churn rate, increasing sign-ups or managing retention, you need to communicate with your customers to keep their interest, custom and brand loyalty.

In the springtime, budget-sensitive consumers will be taking their workouts outdoors, swapping their memberships for other leisure pursuits, such as jogging and cycling.

For 47% of Brits, membership fees are the prime reason for not signing up, swiftly followed by a preference for outdoor activities (25%), and a reluctance to be tied to a contract (21%).

These aspects should be at the forefront of your strategy in April, as you also seek to tap into fitness-related holidays like: ‘Walk to Work Day’ (on the 5th), ‘World Health Day’ (7th), and ‘International Dance Day’ (29th).

To target fading gym-goers, you should send campaigns that:

- Focus on customer retention. After a few months, we all tire of doing the same exercises, so try mixing things up for your members by offering tasters for new sessions with new instructors. Fittertainment plays a key part in this, proving very popular amongst millennial fitness fanatics. Find out more here.

- Create incentives and reward attendance. These can relate to fee discounts or competition prizes.

 

In September…

With summer drawing to a close and autumn in sight, you need to prepare for an inevitable dip in footfall, as fewer people choose to brave the cold weather and dark nights to make it to the gym.

Autumn has been labelled the unhealthiest season, given that one in five will cut down on exercise, and that by the time Christmas rolls around, we’ll manage to put on around 20 million stone – or the equivalent of 10,000 double-decker buses.

So, with the risk that your members will slowly slip off, pick up the pace with your emails and social media posts from September onward, making full use of key dates like ‘Day of Encouragement’ (on the 12th) and ‘National Gymnastics Day’ (19th) to engage your audience.

To target dwindling footfall, you should send campaigns that:

- Remind your customers what can be attained. Customer success stories will incentivise others, as they hear which workouts actually work, and what they need to do to see results as well.

- Improve your brand likeability. Use topical messages to build a sense of familiarity and a brand bond with your members, lowering the likelihood that they’ll switch to one of your competitors.

 

For more information…

To discuss your 2019 strategy with a member of the BriefYourMarket.com team, call us on 0344 800 84 24, or email us at pauld@briefyourmarket.co.uk.

 

What will you do to compete with Foxtons in 2019?
The travel booking journey in hospitality…
 

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Saturday, 19 January 2019
 
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