Sometimes people need a little extrinsic motivation to take action.
We have seen the positive benefits of using a reward system to help get new members engaged in their workouts with our client base.
If you can help a new member generate that initial momentum they can help build the habit of regularly coming to the gym.
The key is tying rewards to the behaviour we want to drive.
Here are some behaviours we want to drive with new members
- Coming to the gym
- Recording their workout
- Doing a group fitness class
- Emailing their trainer
- Attending an appointment
We use our FitDesk platform to help clients set up a reward point system using our FitPoints.
Fitpoints are automatically allocated to members when they complete certain actions.
If they record their workout they might get 5 points for example.
If they complete 3 workouts in a single week they receive 25 points and so on.
This means a new member can receive a certain number of points based on their activity in the club.
Members can clearly see their points tally every time they log in.
Clients can customise the points “goal levels” and any rewards associated with that points tally.
For example, 250 points may be a FREE coffee at the club cafe.
1000 points may be a FREE 30-minute personal training session.
When members reach a goal level they will be notified via the member portal interface and can claim their reward.
We have seen this type of rewards system to be very effective with increase levels of member engagement and visitation which drives retention rates.
A well-structured rewards system should have 6-8 “goal levels”.
Be careful not to give away prizes that are too expensive. The goal should be more about the gamification of exercise. You ideally want to give away rewards that are other services within the club that can be used as a method of lead generation.
The interesting thing is that the rewards don’t really matter that much. We have seen gyms set up a rewards points program without any rewards and members are just as engaged in earning their points. There is something addictive about earning points even when they are not really attached to any price. It’s kind of like playing a video game.
Other ideas that can be implemented include having a “go into the draw prize” for example – If you acquire over 1000 points for the month you go into the draw to win an Ipad.
This allows you to offer up the “chance” to win a more lucrative prize.
Recognition can also be an effective tool to engage members. Consider implementing a hall of fame for higher point levels. For example, members who reach 10,000 or, 20,000 points might go into a hall of fame for the year which is upon the gym wall.
If you can make things fun and help members enjoy their training this can have a positive impact on your long term member retention results.
