Creating a Community When None Exists
I have a pet peeve. Actually, I have hundreds but that is not the point of this blog. What bothers me is when gym facilities charge you a monthly membership fee to belong to “their club” and the last thing they do is create an environment that makes you feel like you are actually belonging to a community. Most likely you are known as the person who shows up at a specific time, or someone who dresses great (or poorly) or maybe as the one “who works his butt off”. They will also know if your dues are paid up or that your membership is up for renewal. Anything else? Not likely. So regardless of whether you have 50 members or 5000, there a few things you can do to create a community environment.
- Introductions – Have every member of your staff always introduce themselves every time they are exposed to a client. This means the front desk, personal trainers, studio management, etc. Don’t wait until a client walks up to you, you walk up to them.
- Free Advice and Support – Your staff should always be on the “lookout” for someone needing advice and guidance. Examples include providing advice on proper lifting techniques, or dietary guidance or activities and programs available to support their fitness lifestyle. Remember to not cross the line of providing medical or nutritional advice if you are not licensed to do so.
- Compliments – Complimenting someone, when delivered in the right context, makes individuals feel like they hard work and efforts are paying off. Be professional and do not make casual or sexes remarks. Don’t say something that you don’t mean either.
- Create an on-line community – Having the ability for members to communicate and support one another is an excellent tool for promoting a community environment. You want your members thinking about your facility even if they are not there. As facility owners, ensure that your staff is involved in the on-line community by writing articles and promoting discussion topics.
- Communicate but don’t SPAM – So many times owners only communicate with members when they wish to sell them something. Make sure that you have the tools and content to always deliver informative and useful information. Articles, recipes, fitness tips and exercise and diet guidance can all be shared on a daily, weekly or monthly basis. Always allow the clients to opt out of receiving the information.
In the end, your clients are much more than a monthly EFT. If you implement some of the suggestions above, you will ensure that they don’t feel like a credit card charge and leave for your competitor.
