How Special Events Can Help Recruit and Retain Members

Chris Stevenson Headshot
Mud Run
Photos courtesy of The Empower Group

Throughout my years in the fitness industry, I have learned that there is one key factor in increasing retention, and that is to diversify the way a member interacts with the facility. If a member attends for only one reason, such as using the elliptical, that member will be extremely susceptible to competition. On the contrary, when a member attends for a variety of reasons, such as using the elliptical as well as taking group X classes and participating in running club, that member is much more likely to stay.

One method of getting members to engage in multiple ways is by hosting special events. Event themes can focus on member appreciation, lead generation, charity, new member social opportunities, and — believe it or not — fitness itself. No matter which type of event you decide to do, it must be done right.

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