Maximize your chance of building a profitable health club, by understanding the importance of building a retention pathway. It all begins with the 90 day principle, these days are the most important when it comes to member retention. So if you want to retain more members pay attention to this 90 day principle. This principle suggests that the probability of a member reaching 12 months or longer is mostly established in the first 90 days of membership. If your members are not onboard within these first 90 days, it is very difficult to revive them, they are now what we call low-frequency members, and they will most likely quit before 12 months.
A retention pathway is a series of steps designed to support your members and maximize their success and typically focuses on the first 90 days. A good retention pathway aims to support, educate and motivate your members. With the help of education and guidance you are able to help your members take each step towards retention.
Many members will encounter roadblocks along the way but if you are there to support, guide and educate them you equip them with what they need to overcome such obstacles.
Through a defined, consistent and reliable support process, you’re able to eliminate these roadblocks and help your members in the process. You could start your support process through: face to face appointments; e-mails; phone calls; and SMS.
Here is an ideal example of how to through the process:
- Induction – this includes consultation, and development of training program.
- Letting your members start their program
- Sending an email just checking up and following up on them (preferably after 7 days).
- Sending an email to schedule a short appointment (after 21 days).
- Conduct a phone briefing after 45 days for a more personal discussion to keep them motivated.
- Sending a follow-up email after 60 days.
- Send an SMS before the 80th day.
- Schedule a review appointment before the 90th day
- This is highly recommended: Optimization of your retention pathway. Making small adjustments over time will help you to better your process eventually increasing your retention rate
