Clubs should not over-rely on social media to boost member retention
Paul Bedford’s letter last month hit the nail on the head (see HCM March 13, p6): there’s a general lack of robust or clean member data in the industry, which can make retention analysis very difficult.
Two key factors for reduced focus on retention are: the financial downturn, which increases pressure on sales; and new technology, such as social media, which is seen by some as the silver bullet for member engagement.
The recession continues and shows no sign of abating, yet more new clubs are opening. We will only increase market penetration significantly beyond 12 per cent if we engage and retain members. Recruiting members will get more expensive, so focus and investment must shift to a balance between sales and retention.
Social media can be a good member engagement tool, but you need to invest a lot to get reasonable retention returns. Generally speaking, social media communicates with members who are already engaged – the equivalent of interacting with regular members who will never leave. Much greater effects can be gained from a decent induction, regular interactions in the club thereafter, and then messages to members who have missed a few weeks.
Budget clubs are doing wonders with data: collecting, monitoring and using rich member information to grow their businesses. Check your data accuracy, as Paul says, and set and monitor retention targets as you do for sales.
Guy Griffiths - Director, GGFit
We need well-rounded staff working in our gyms I was interested to read last month’s feature on whether we need staff with fitness know-how on the gym floor (see HCM March 13, p28).
Operator demand for instructors with the ability to communicate and engage effectively with gym members is growing – a good thing, as I believe such skills have been undervalued in the past. However, there’s a balance to be struck: while we don’t want instructors who drone on ad infinitum about the intricacies of performing a particular exercise, neither do we want instructors who are more akin to welcoming hosts than technically competent professionals.
The fitness sector has reached a tipping point, with the medical fraternity more prepared than ever to enter into a dialogue around preventative healthcare. This is a massive opportunity to broaden our appeal and establish a professional identity within the wider healthcare arena. But to do this, we must at all times work to enhance the professional credibility of the job roles within our industry. This will not be done by over-egging the importance of one aspect of the role of an instructor over another – we need well-rounded professionals who can positively impact on all aspects of a client’s physical and psychological wellbeing.
Julian Berriman - R&D director, Premier Training
all photos this page: shutterstock.com
Gym staff: Soft skills cannot be a substitute for technical knowledge
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its focus on reducing health inequalities and improving healthy life expectancy. [more...]
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Clubs should not over-rely on social media to boost member retention
Paul Bedford’s letter last month hit the nail on the head (see HCM March 13, p6): there’s a general lack of robust or clean member data in the industry, which can make retention analysis very difficult.
Two key factors for reduced focus on retention are: the financial downturn, which increases pressure on sales; and new technology, such as social media, which is seen by some as the silver bullet for member engagement.
The recession continues and shows no sign of abating, yet more new clubs are opening. We will only increase market penetration significantly beyond 12 per cent if we engage and retain members. Recruiting members will get more expensive, so focus and investment must shift to a balance between sales and retention.
Social media can be a good member engagement tool, but you need to invest a lot to get reasonable retention returns. Generally speaking, social media communicates with members who are already engaged – the equivalent of interacting with regular members who will never leave. Much greater effects can be gained from a decent induction, regular interactions in the club thereafter, and then messages to members who have missed a few weeks.
Budget clubs are doing wonders with data: collecting, monitoring and using rich member information to grow their businesses. Check your data accuracy, as Paul says, and set and monitor retention targets as you do for sales.
Guy Griffiths - Director, GGFit
We need well-rounded staff working in our gyms I was interested to read last month’s feature on whether we need staff with fitness know-how on the gym floor (see HCM March 13, p28).
Operator demand for instructors with the ability to communicate and engage effectively with gym members is growing – a good thing, as I believe such skills have been undervalued in the past. However, there’s a balance to be struck: while we don’t want instructors who drone on ad infinitum about the intricacies of performing a particular exercise, neither do we want instructors who are more akin to welcoming hosts than technically competent professionals.
The fitness sector has reached a tipping point, with the medical fraternity more prepared than ever to enter into a dialogue around preventative healthcare. This is a massive opportunity to broaden our appeal and establish a professional identity within the wider healthcare arena. But to do this, we must at all times work to enhance the professional credibility of the job roles within our industry. This will not be done by over-egging the importance of one aspect of the role of an instructor over another – we need well-rounded professionals who can positively impact on all aspects of a client’s physical and psychological wellbeing.
Julian Berriman - R&D director, Premier Training
all photos this page: shutterstock.com
Gym staff: Soft skills cannot be a substitute for technical knowledge
The UK's four Chief Medical Officers have published a refreshed edition of Physical activity
guidelines: UK Chief Medical Officers' report, updating the evidence that underpins the nation's
physical activity recommendations and placing greater emphasis on strength, balance, reducing
sedentary behaviour and, for the first time, supporting people taking weight loss medications.
Places Leisure has exchanged contracts to build and operate a flagship £60m water and leisure
destination on behalf of Basingstoke and Deane Borough Council.
The Republic of Ireland will become the latest market in PureGym’s expanding international
portfolio, with the first launch planned for Dublin in 2027.
Anytime Fitness opened more than one club a day in 2025 and is on track to maintain this rate
of growth this year, as parent company Purpose Brands targets further international expansion.
The £33.9 million Leighton Leisure and Community Centre has opened in Leighton Buzzard, UK,
creating a next-generation public leisure, health and wellbeing hub for the local community.
Walnuts Leisure Centre in Orpington, in the London Borough of Bromley, has reopened following
a £17m transformation designed to secure the long-term future of the public leisure asset and
reposition it as a community wellbeing hub.
The Gym Group, has announced that it's sustained positive trading momentum has continued
through the first half of 2026 and the company remains confident about the outlook.
Luxury boutique Pilates and wellness studio, X-Club, officially launches a
4,000sq ft flagship at
Marylebone on 16 July Built around X-Club’s four pillars of wellness – mind,
movement,
nutrition and therapy – the facility features two group exercise studi
Panatta brought together four of the most influential figures in bodybuilding history on the
stage of RiminiWellness 2026: Phil Heath, Lee Haney, Ronnie Coleman and Hany Rambod. [more...]
Active Blackpool is deploying Cornerstone Connect, a new digital interface allowing
disparate information from multiple systems to be aggregated into one dataset, to support
its focus on reducing health inequalities and improving healthy life expectancy. [more...]
+ More featured suppliers
COMPANY PROFILES
Orbit4 With Orbit4, you’ll always have full visibility
of your equipment inventory, the true
market value [more...]
