When it comes to increasing revenue, gym owners often focus initially on attracting new members. However, as we know, acquiring brand-new customers is usually the most difficult and expensive way. Therefore, businesses should prioritize winning back former members if they want to save time and increase profitability. A former member’s reapplication to the gym sends many messages to the business. This person already understands the business and wants to be part of it again. They likely already know how to behave, which eliminates the need for an induction. Less work, same reward.
So why don’t gym owners focus more on marketing to former gym members? Often, when someone leaves the gym, it is considered the end of that relationship. However, businesses can bring back former members with a little effort. This article will discuss some simple ideas to help former members rejoin the gym.
Four Ways to Re-engage with Former Gym Members:
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Focus on Solutions, Not Sales
The key to winning back customers actually starts when they leave. If any information can be gathered about why they decided to leave, this can provide insights into how they could be assisted in the future. Conducting exit interviews in person or by phone is a great way to obtain honest answers. Often, if someone cancels via email or message, they might give a brief response like ‘I can’t afford it right now’ but if you speak to them in person, asking questions like “What could we have done for you?” can yield more detailed information. This information can be used to send more customized messages.
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Send New Offer Updates to Former Gym Members
Changes in programs or services after a member has left provide a great opportunity to reach out to former members. For example, when a nutrition coaching program is set up or a new group class is starting, a brief note can be sent to former gym members to inform them of developments and use it as an opportunity to reconnect.
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Adding a Personal Touch
Adding a personal touch when communicating with former gym members can go a long way. Most people can easily tell the difference between a mass message and a personal message. Consider these two examples:
“Return to [Your Gym’s Name] this month with a limited-time offer for just [enter amount]. Our coaching team is ready to help you get back in shape and healthy!”
“Hello John! The 4:30 PM class at [Your Gym’s Name] misses seeing you. How has your fitness plan been going since you last visited? We’d love to hear from you!”
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Leveraging the Power of Automation
Like many gym owners, the first thought about reaching out to former gym members might be: ‘I don’t have enough time!’ Especially if we’re talking about a long-term strategy.
Bombarding a former member with messages to rejoin right from the start could completely deter them. However, the right time to start might come a few months later. Systems like Flyby CRM can significantly reduce the workload by creating automated workflows, which can be set to continue at a suitable pace. These workflows can be built from scratch or use pre-built ones that have proven to attract the interest of former gym members. (For more information, visit https://www.flybyglobal.com/crm/
In summary, targeting former gym members is crucial for gyms. Re-engaging with former gym members can often be an easier way to increase gym revenue than marketing to new members. Since a relationship has already been established, there is an understanding of expectations. This allows for the right connections to be made quickly.
