Onboarding is the process of helping new members get started in your health club.
Onboarding can involve many aspects of the new member experience including how easy it is to get started, appointments with trainers etc.
One key aspect of an onboarding process is an automated email sequence designed to support and educate new members.
Online based subscription companies such as software providers are very good at onboarding because they know they must get a new customer engaged and getting value from their service as quickly as possible. If a new user doesn’t use the service in the first few weeks they are unlikely to remain a customer for long. The same applies in the gym, we need to do everything possible to ensure our new members build momentum and see progress quickly.
An onboarding sequence of emails is not about just touching base with your new member, it is important to strategically design the onboarding sequence to help the member have a better initial experience and engage them in the gym.
Here are 10 ideas for developing an effective onboarding process at your health club
- Welcome email/video
- A welcome email should re-sell the benefits of your health club as well as the available resources to support the member on their journey. A video format can be good as this add a human touch which can increase connection and rapport with your members.
- FAQ
- FAQ stands for frequently asked questions. If a member is new to a gym or has never been to a gym before they are likely to have a lot of questions. Often they will ask their trainer questions but chances are they will forget to ask something. By having a FAQ in your onboarding sequence you can address any common questions and misunderstanding that can cause a roadblock for members.
- Roadmap
- Give members a clear roadmap- Literally map out the recommended steps to success they should take. Eg. A roadmap may look like- Step 1- Book fitness consultation, 2, Get a body scan, 2. Get a weekly plan, 3 Check in with your training after 3 weeks, 4, Try a group fitness class, 5, Have a re-scan, 6. Have your program adjusted.
- Group fitness recommendations
- The interaction between members is a great driver of member retention. Therefore it is important to maximise group fitness participation in your health club. Your onboarding sequence should make some group fitness recommendations to try.
- Nutritional information
- Nutrition is an often overlooked area when dealing with new members. It is important for members to see results quickly, and exercise is only part of the equation. A few simple dietary adjustments can accelerate results which can make a big difference to member motivation. Consider sending members some tips or principles for healthy eating that can complement their new exercise plan.
- Recovery information
- Even more overlooked than nutrition is recovery. A new member will often develop a lot of soreness and stiffness as their body adapts to regular exercise. Consider suggesting some strategies for improved recovery such as a short stretching routine, foam roller exercises or a salt bath. This will make the member feel better when exercising which will make it easier for them to build momentum.
- Mindset tips
- Considering providing some mindset tips such as some motivational quotes or how best to mentally approach their commitment to the gym. Preaching principles such as patience and consistency can help keep a member’s expectations in check and maintain their motivation.
- Referral/Bring a friend
- Members that train with a friend or family member typically exhibits longer membership length. Therefore you want to encourage new members to bring a friend. You can have campaigns such as bring a friend FREE for 2 sessions as an incentive. This not only helps retention but also gives you the opportunity to acquire more members.
- Dialogue
- Consider asking each new member if they have any questions? Often if members have a question they won’t ask to avoid embarrassment. Be open and invite members to ask questions. This strategy can help create a dialogue and eliminate any roadblocks that are preventing the member from gaining momentum.
- Advanced tips
- By now your new member should be more equipt to keep their early momentum going and develop a lifelong habit of gym use. Finally, consider some advanced tips that can act as next steps for members. For example, you may want to suggest options like personal training or other program options that can keep them engaged and interested.