Increasing usage at your club is a key KPI in most retention strategies. A member’s usage is tied into a few key factors; are they using the club and do they see value in their membership? Usage is a key metric to track and take actions to increase. So how do you increase usage?
It is a matter of changing behaviors. Give the member one or two more reasons to come in each week. Having the welcome desk ask members on their way out, “When will we see you again?” or a group fitness instructor encouraging them to come to their next class, are all passive ways of instilling the thought in the member’s mind: When will they make it back?
Using athletic events and games is another way of enticing the member to use the club. If you have not done so already, take some time and plan out all of your athletic events for the year. What events would your members show up for? Well-thought-out fitness games attract member interaction, creative use of the whole club, and usage. Pedometers are affordable and fun tools that can be used in games too. The winning team gets a credit at the pub during the awards ceremony.