Stemming Attrition Following Record Sales

Rob Bishop Headshot
[Illustration by Nicole Bell]
[Illustration by Nicole Bell]

A number of factors conspired to send our membership and revenue numbers into steady decline throughout 2016. These included internal financial problems, along with increased competition in our marketplace from a low-price chain — not to mention Zumba, personal training and rock climbing studios. With the help of a consultant, we started doing things differently last year, changing our marketing, service and pricing models rather dramatically.

We had always been a high-price, high-service club, but now we needed a way to attract the consumer who has been bombarded with low-price advertising from the national chains and specifically the new low-price competitor in our market. We began to offer both a low-price option and two higher-price options tiered in value depending on a new member's desired services.

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