Getting to Know Your Members

Without real knowledge about members, cannot improve marketing efforts and cannot significantly improve member retention levels.

The fitness industry is laden with well-intentioned staff members who sincerely want to help members succeed in their goals. Facility management and ownership have this same desire, as they believe it is a key factor in ensuring members stay at the fitness center, and thus drive member retention levels upward. However, most staff members and management know little about their members -- even the most active ones. Without real knowledge about members, you cannot satisfy them, cannot offer programs hand-tailored to them, cannot improve marketing efforts and cannot significantly improve member retention levels.

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