The fitness industry has never been so competitive. Gyms, franchises, and 24-hour facilities seem to be springing up on every corner, giving your members a choice. But when a competitor comes along and offers a lower fee or a flashier facility around the block, it may be hard to retain your members. But it’s not always the reason that a member homes their gym bag and splits.
Persuading the mind of the average gym attendant is absolutely necessary for acquisition and retention. The modern gym-goer knows their way around, and their needs are not limited to seeing a large assembly of dumbbells inside the gym. They want something much bigger than this. If you are determined to convince gym members looking for an experience elsewhere, then you have got to understand what’s on their wish list. The following are six things gym-goers look for:
1. A Welcoming Community and Environment
Atmosphere in your gym can be what catches a prospective member’s attention first. The fact is that people are social beings, and they want to feel like they belong to something. It’s hard to stay motivated in an intimidating, clique-ridden, and/or lonely gym atmosphere.
A “third place” is what clients seek, somewhere between their job and their home. They want to witness members high-fiving each other after a session, socialising in the juice bar, or supporting each other through a class. It will become difficult for a client to leave if your establishment promotes a sense of camaraderie. It is something that cannot be bought.
2, Impeccable Cleanliness and Hygiene
Cleanliness is always a consideration, but is now a deal-breaker. There is nothing that will make a prospective customer run faster than a stinky locker room, sticky equipment, or trash cans overflowing with garbage.
Prospective customers believe that personal and business cleanliness show how well you treat them and your business. They want to see clean schedules, many sanitising stations, and clean restrooms. If your competition has a clean and spotless appearance and yours is somewhat unkempt, they will outbid you each time. So, consider services like https://matthewscleaningco.com.au/service/gym-cleaning-sydney/ and take this item off your to-do list.
3. Practical Location and Time
The most appealing feature for busy professionals is convenience. Even if a world-class facility is available, if it is out of their driving time, it won’t be used. Clients want a facility that blends seamlessly into their daily routine.
This also applies to the overall operating hours. By and large, the conventional 9-to-5 model will become outdated. People require flexibility to train at any time of the morning, evening, or weekend. If your training facility is closed when they are free to train, they will go to an open facility instead.
4. Well-Informed and Interactive Staff
Equipment is a commodity. Your staff is what sets you apart. Members want to feel recognised as they come into the facility. A greeting at the front desk or a tip from a trainer on the floor can add a huge value-add to the membership.
One of the major complaints that clients migrating from budget gyms usually voice is that they did not receive any kind of support. They want people who understand what they want and are in a position to aid them in meeting their objectives, correcting their approach, and holding them accountable for following it up.
5. Variety of Classes Available
Consistency’s worst foe has got to be boredom. Many fitness buffs reach a plateau or get bored with the same treadmill routine. When that happens, the search begins elsewhere.
Having a comprehensive group exercise schedule with programs to fit different levels of fitness will be a big attraction. Such programs would include high-intensity interval training programs (HIIT), strength conditioning programs, yoga programs, and Pilates programs. By having various programs to cater to different members will enable members to change their routines while remaining at the gym.
6. Current Equipment
While a good community and service component is a necessity, the hardware is also important. Trainees must understand that you have the equipment necessary for their advancement. Not only is updated technology important, things like having Netflix on their cardio machines is a great addition.
It means there are enough squat racks so they don’t have to wait twenty minutes in peak hour. It means flows are smooth on cable stations, upholstery is not torn, and dumbbells are placed on racks. A well-stocked floor is an indication of investing in one’s product.
Make Your Gym the Obvious Choice
But attracting new members is more than about cutting prices and aggressively promoting membership. It’s about excelling at the basics of the membership experience. When community, staff interaction, and cleanliness come into the mix, you are making your gym the best in the marketplace. Take a hard look at how well your gym measures up in these six areas. If your gym excels in all six, new clients aren’t the only things you’ll acquire; you’ll gain lifelong fans.
