Staff who can connect to new members will bring clubs greater success / photo: shutterstock.com
I read with interest the first part of Guy Griffiths’ retention series, about new member journeys (see HCM May 13, p51).
Having implemented a structured new member journey in 2011, I fundamentally agree with the article in terms of the impact a new member journey can have. This is especially the case when emphasising the club’s service for the newer members, interacting more with them and even offering them tangible rewards for achieving a set number of visits.
However, our experience has shown that this on its own is not enough. What wasn’t touched on in the article is the importance of the staff’s ability to build up a relationship with the new member. We have recently hired staff specifically to mentor new members through the member journey, which has resulted in an average retention increase of 20 per cent over the first 15 months. Just having the member journey in place is not enough unless the right people are recruited and trained to implement it effectively.
The member journey is also about much more than getting people past the first four to six weeks: no matter how dedicated a member is, there are always periods of lapsing that need to be picked up on down the line. Recruiting staff who build genuine relationships with members is key, as they are much more likely to entice the member back to the gym.
Jack Bishop, Fitness manager, Synergy Health and Fitness
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...]
CoverMe, the global leader in fitness workforce management, today launches CoverMe PT, an
on-demand personal training platform that connects the right personal trainer to the right
client in under 10 seconds. [more...]
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IndigoFitness
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Staff who can connect to new members will bring clubs greater success / photo: shutterstock.com
I read with interest the first part of Guy Griffiths’ retention series, about new member journeys (see HCM May 13, p51).
Having implemented a structured new member journey in 2011, I fundamentally agree with the article in terms of the impact a new member journey can have. This is especially the case when emphasising the club’s service for the newer members, interacting more with them and even offering them tangible rewards for achieving a set number of visits.
However, our experience has shown that this on its own is not enough. What wasn’t touched on in the article is the importance of the staff’s ability to build up a relationship with the new member. We have recently hired staff specifically to mentor new members through the member journey, which has resulted in an average retention increase of 20 per cent over the first 15 months. Just having the member journey in place is not enough unless the right people are recruited and trained to implement it effectively.
The member journey is also about much more than getting people past the first four to six weeks: no matter how dedicated a member is, there are always periods of lapsing that need to be picked up on down the line. Recruiting staff who build genuine relationships with members is key, as they are much more likely to entice the member back to the gym.
Jack Bishop, Fitness manager, Synergy Health and Fitness
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...]
CoverMe, the global leader in fitness workforce management, today launches CoverMe PT, an
on-demand personal training platform that connects the right personal trainer to the right
client in under 10 seconds. [more...]
+ More featured suppliers
COMPANY PROFILES
IndigoFitness At IndigoFitness, we create intelligent training spaces that elevate fitness facilities across indus [more...]
