There’s no scarcity of methods and instruments to reel in and retain health shoppers throughout the annual post-holiday increase, a lot of that are well-documented. With New Yr’s resolutions usually specializing in well being and health, that interval receives a pure kickstart yr in and yr out.
However what of the next months? The actual problem begins when motivation fades and people begin to surrender stated resolutions sooner than they’d prefer to admit — and sooner than gymnasium house owners would hope, making a irritating cycle of churn. That’s why ClubOS supplies the instruments and insights gymnasium operators must preserve members coming again lengthy after January.
ClubOS makes this potential with its fitness-specific CRM and totally built-in, intuitive member administration and billing system. This assist manufacturers remodel New Yr’s joiners into lifelong members — together with ClubOS’s deep understanding of member engagement rooted in many years of expertise and knowledge insights from 1000’s of health companies.
The Dos and Don’ts for Textual content and E-mail Campaigns
Textual content and electronic mail campaigns characterize some of the efficient methods to carry members in — or push them away. Right here’s how to make sure the previous and keep away from the latter.
Do Use Segmentation to Ship the Proper Message on the Proper Time
Not all members and leads ought to obtain the identical promotions, messaging or cadence. A brand new lead contemplating a membership wants totally different touchpoints than an current member who hasn’t checked in for some time. Plus, if the textual content or electronic mail they obtain is the primary one shortly and it’s related to them, they’re extra more likely to reply or take motion.
Do Embody a Name to Motion
Actually inform your members what you need them to do. What’s the step you need them to take? Name, reply, fill out a type at this hyperlink? Allow them to know, it’s so simple as that.
Do Add Urgency to your CTA
Add time-based promotions to drive motion. Ship older leads an unique provide for a free private coaching session in the event that they be part of earlier than the tip of the month. Incentivize members whose contracts will expire within the subsequent 60 days a free month in the event that they renew early.
Instance: After launching a “final likelihood” promo marketing campaign focusing on expired members to encourage renewals earlier than costs went up the next month, a ClubOS buyer noticed a 37% improve in month-to-month renewals — rising from 1,841 to 2,528 in the identical month year-over-year. This development translated to a 30% lower in misplaced income.
Do Combine In Non-promotional Touchpoints
Add selection to the aim of your communications. Attain out on a member’s birthday (with ClubOS ONE you may automate personalised messaging) and provide a free smoothie or particular low cost on merchandise. Do what you may to carry some pleasure!
Instance: When one in every of our prime prospects started sending check-in texts, recurring newsletters and non-promotional messaging constantly, they noticed a lower in month-to-month churn. Their month-to-month churn fee dropped from 8.62% in 2023 to three.28% by 2025, enabling them to retain an extra $11,000 in month-to-month income in comparison with 2023.
Don’t Use Emojis Frivolously
Utilizing too many emojis can set off spam filters inflicting carriers to dam your messages, that means solely a few of your record will obtain them. Additionally, emojis are normally counted as a number of characters, which is able to depend in opposition to your whole allotment and is one thing to bear in mind for price financial savings.
Don’t Textual content Too Usually
Textual content tends to really feel extra invasive than electronic mail. Whereas textual content messages relay higher engagement charges in comparison with electronic mail, overdoing it should result in a sooner unsubscribe as a result of it’s that a lot simpler to choose out.
Instance: When one in every of our prime CRM prospects despatched only one textual content per prospect by means of the month, they achieved a 1.32% response fee — far surpassing the common of 0.23% from gyms sending 2.3 texts to prospects. Their conversion fee was additionally double the common of different prospects.
Supporting Knowledge and Testimonials
Whereas ClubOS’s 50 years of business experience ensures these instruments and practices are legitimate and impactful — further proof exists from third events.
- Common interactions between employees and members can lower cancellation charges by as much as 33%, emphasizing the worth of personalised engagement. (through Gym Rescue Marketing)
- 80% of shoppers usually tend to make a purchase order when manufacturers provide personalised experiences, exhibiting how focused, considerate messaging will foster stronger member engagement and loyalty. (through Statista)
Manufacturers reminiscent of 10 Health and Methodology Fitness center additionally tout ClubOS, having already taken up these practices and skilled tangible outcomes.
- “We’ve been with ClubOS for over 10 years and we’re nonetheless with them as a result of they assist us join extra members and the members we have now are staying longer.” – Eric Buckner, CEO, 10 Health
- “I feel membership operators don’t at all times have a look at the whole buyer journey and when you will have ClubOS, you may monitor all of that.” – Al Noshirvani, Proprietor, Methodology Fitness center
Ultimate Reminders
Typically it’s so simple as placing your self within the footwear of your purchasers. With its shut pulse on the business, ClubOS additionally advises retaining these ideas in thoughts when aiming to have interaction and retain members.
Keep away from Speaking About Dropping Weight
Somewhat than speaking about dropping kilos, shift to mentioning self care along with your communications. Speaking about overeating on the vacations doesn’t assist anybody and results in members feeling disgrace and guilt as a substitute of motivation, empowerment and drive.
Maintain it clear and concise
Your members are busy — many are juggling exercises alongside packed schedules. They’re skimming emails (like most of us do), so make it simple for them. Get to the purpose shortly: What are you providing? What do they should do? Why ought to they care? Clear, direct communication will increase engagement and ensures your message stands out.
Take Benefit Now
ClubOS stories that most purchasers expertise a rise of their collections fee (sometimes 96%+) once they change from one other vendor. That is largely attributable to options reminiscent of automated billing, collections help companies, streamlined reporting and actionable insights from member exercise analytics. It’s a lift that manufacturers may have as gymnasium attendance naturally slows down in late winter or early spring.
This text initially appeared in ATN’s Member Success Blueprint Report 2025, which highlights important steps manufacturers will need to take to make sure success within the present calendar yr and past. Download the free report.
