Our New Day-to-Day Approach to Member Retention

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Rob Barry Feature

For 20 years we've been telling people and writing about how there are two kinds of gyms — those that are "sales" focused and those that are "retention" focused. We put ourselves squarely in the second camp since we've never had salespeople, we use no high-pressure sales techniques and our entire business model is based on the premise that we need our members to actually use our clubs and thus continue their memberships.

So, guess what we've figured out after all of these years? We've been wrong. Members who need or want to cancel are going to do so when the time is right for them, and there's almost nothing we can do about that.

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