Here at Ashbourne Membership Management, we have been helping fitness business owners from all walks of life optimise their facilities for over twenty five years. And not just by staying behind the scenes. Our cutting-edge Membership Management Software is built on the feedback of thousands of gym owners, managers and members alike. We have built our operation in a way unlike any other Membership Management company, putting owners and members first every time.
As a gym or fitness club owner, success doesn’t just arrive when you buy state-of-the-art equipment or set up in a prime location. Otherwise anyone could do it. An independent gym is the sum of many parts, and today we will be focusing on one of the most important and varied. Community.
In our twenty five years of experience working with thousands of independent gym owners, Community has often been the difference between a facility that is resilient to change and hardship and one that is not. The benefits of fostering a community for a gym owner was never made more abundantly clear than during the Covid-19 pandemic, where many independent gym owners were able to call upon years and years of good-will and community building to partially help see themselves through the hardship of being forced to temporarily shutter.
The members who walk through your doors every day, striving to achieve their fitness goals should be seen as more than just an income source if you want them to see your facility as more than just a gym.
But in a time where competition is fierce and loyalty is hard won, how do you keep your community alive and thriving? The answer lies in giving power back to your members, listening and engaging with them and ultimately making them feel like they are an integral part of your gym’s journey.
When members feel heard, valued and involved in the decision making process, they are more likely to stay committed to your gym and their perceived value of the service you are providing will be much greater. Here’s how you can empower your members and foster a sense of ownership that keeps your community vibrant and engaged.
Golden Tip: The Practically Free Community-Building Initiative to Boost Retention, Increase Engagement and Drive Growth
One of the most effective ways to empower your members and grow your community is by introducing a “Bring a Friend for Free” scheme, a variant on referral schemes that directly contributes to engagement and growth at the same time.
This initiative allows your members to invite friends, family or colleagues to experience your gym without any cost or commitment. Not only does it allow your members to show off your facility for you, it allows them to share their passion with someone for free. Better yet, it also opens the door for potential new members to see the value of your gym firsthand.
For your existing members, this scheme helps to reinforce their role as a valued and active member in your facility’s community. It is a way for your gym to say, “We trust you to represent us and we value your opinion”.
For newcomers, it’s a low-pressure way to explore your facilities, meet your trainers and get a feel for the atmosphere. Often getting that first foot in the door is the biggest barrier to be overcome for a prospective member.
It is an uncomplicated win-win, your members get to share their fitness journey with someone they care about, and you get the opportunity to showcase what makes your gym unique. The potential for new members and growth at very little expense or overhead.
To make this scheme even more impactful, consider pairing it with a referral incentive. For example, if a friend signs up for a membership after their free visit, the referring member could receive a discount on their next month’s fee or a free personal training session. This not only encourages participation but also represents an additional benefit the member can provide their friend as part of their membership.
1. Regular Feedback Sessions
Feedback is a valuable resource for any fitness business owner and your members are the best source of it. Host monthly, quarterly or biannual feedback sessions where members can share their thoughts, suggestions and concerns. It is also important to take feedback regarding the feedback sessions, some members will find monthly feedback too daunting or intrusive. Others will be keen to give feedback.
- In-Person Feedback Sessions
- Virtual Sessions
- E-mail Surveys
- In-Facility Surveys
The key is to act on the feedback you receive. Whether it’s adding new classes, adjusting operating hours or improving the facilities your members think aren’t up to spec, showing your members that their input leads to tangible changes demonstrates that you value their opinions.
2. Create a Feedback Group or ‘Advisory Board’ for Members
Remember those members in the last section that were okay with giving feedback every month? Well when a Gym Owner starts reaching out to their members, we have often found that some are a little more vocal and enthused than others.
One of the most effective ways to involve those members in decision-making is by forming a member advisory board.
This group should ideally consist of a diverse mix of members.
- Long-time members
- Newcomers
- A variety of different fitness levels
- Different Goals
- Different motivations.
Regularly consulting with these members on everything from class schedules and equipment upgrades to social events and membership perks. The title of ‘Advisory Board’ might sound a little grand, but in practicality no power is being ceded. Some are more comfortable with ‘Feedback Group’ but irrespective of what name you go for, the group should serve as a mechanism to empower your members and make them feel like they have an increased stake in the facility.
When given the right platform, gym owners are able to not only gain valuable insights but also contribute towards a sense of loyalty and belonging among a specific type of member.
3. Involve Your Members in Event Planning
Hosting events at your Gym whether a charity run, a fitness challenge or just a social gathering, are a great way to build community. But rather than planning these events entirely on your own, involve your members in the process. Ask for their ideas, preferences and even their help in organising.
For example, you could create a poll to let members vote on the type of event they’d like to see next. Or, you could form a committee of members to help plan and execute the event. When members are actively involved, they’re more likely to participate and bring others along, creating a ripple effect of engagement.
4. Offer Customisable Membership Options
Moving away from direct involvement, another way to empower your members is by giving them more options over the shape of their membership experience. Instead of offering a one-size-fits-all package, provide bespoke and customisable options that allow members to tailor their plans to their specific needs and goals.
For instance, some members might prefer unlimited access to group classes, while others might prioritise personal training sessions or freeform and open-ended gym time. By offering flexibility, you show your members that you respect their individuality and are committed to giving them the tools and helping them succeed on their terms.
Ashbourne Can Help!
Here at Ashbourne, our software allows gym owners and managers unprecedented levels of control over their membership options. In turn, this means that you can offer your members more options than ever before, editing membership categories on the fly and allowing for powerful and responsive membership options anytime, anyplace.
Find out how Ashbourne can help you engage your members with our powerful and versatile membership management software here!
5. Celebrate Member Achievements
Your members are the lifeblood of your gym, and their achievements deserve to be celebrated. Whether it’s hitting a weight loss milestone, completing a marathon or simply showing consistency and dedication, take the time to recognise and celebrate their successes. It doesn’t take much time, effort or resource and it can mean the difference between an empowered member and a disillusioned one.
Creating a “Member of the Month” program, sharing stories from willing members on social media and giving out small ‘awards’ can all contribute to a sense of momentum, engagement and care within a facility. When members feel seen and appreciated, they’re more likely to stay engaged and inspire others to do the same. Putting in a sustained level of engagement and enthusiasm can help increase the perceived value of a membership to your facility if done correctly.
6. Encourage a Collaborative and Communicative Environment
A thriving gym community is one where members support and motivate each other. Encourage collaboration by creating spaces, both physical and virtual, where members can connect, share tips and celebrate each other’s progress.
Consider creating a private group for your members, asking them what their preferred method of communication would be. Don’t assume they will all want to communicate on the same platform.
Hosting regular meetups where they can network and build relationships with one another is an easy way to start laying the foundations for future empowerment and engagement efforts. It is about shifting their perception from viewing your facility as a place they simply go to work out, to a more social and community-centric experience.
Members that feel like they’re part of a community or team are more likely to stay committed to your gym.
7. Transparency Builds Trust
Finally, be transparent and earnest with your members about your gym’s goals, challenges and successes. Share updates about upcoming changes, new initiatives and potentially even financial milestones. When members feel informed, they’re more likely to trust you and feel invested in your gym’s future.
For example, if you’re considering refurbishing a section of your gym or implementing new equipment, make your members feel involved in the decision making process. Ask for their input, share your plans and keep them updated on progress. This level of transparency builds trust and reinforces their place in the gym as more than just a consumer.
Conclusion: A Community That Grows Together
At its core, a gym can be much more than just a place to work out, it can be a community of individuals united by the common goal of self-improvement. Not every gym owner will have a natural interest in community and member empowerment but any gym that embraces it will offer a much more satisfying and enriching service to their members if they do.
By giving power back to your members and involving them in decision making, you can help create a sense of belonging that keeps your community alive and thriving.
When you prioritise community building and implement referral schemes like “Bring a Friend for Free,” you create a positive effect that will benefit not only engagement but those all important growth metrics.
Engaged members who feel connected to your gym are more likely to stay committed, attend regularly and actively participate in classes and events. Being able to show off your facility to their friends or office colleagues for the low price of free is a popular benefit. People want to share their pastimes and passions with one another. Unlike many schemes, this one is an easy sell. This increased engagement will naturally lead to higher retention rates, as members who feel a sense of belonging are less likely to leave for a competitor, especially if their friends end up signing up.
Referral schemes, in particular, act as a powerful retention tool. When members bring their friends, they’re not just introducing someone new to the gym, they are reinforcing their own relationship to your facility, even subconsciously.
By vouching for your gym, they’re publicly aligning themselves with your brand, which strengthens their emotional investment. Additionally, the social aspect of working out with a friend or family member can make fitness more enjoyable and sustainable, further boosting retention.
Your members are your greatest asset. When they feel valued, appreciated and empowered, they are not only more likely to stay committed to your gym but also become advocates and community organisers.
As with many things in fitness and in the fitness industry, you get out what you put in. So, take the time to listen, involve and celebrate your members. After all, a community that grows together, stays together.
And on the subject of growing together, we here at Ashbourne Membership Management have been helping our partner gyms grow for over twenty five years. In that time we have helped empower gym members, manager and owner alike with a whole host of innovations. Whether it is our state of the art software, our high-tech access controls or our reliable fiscal procedures, we have helped a generation of Gym Owners improve and expand their operations.
So if you want to learn what we can do to help augment your fitness operation, book a demonstration with us here today.