Utilizing Assessments as a Tool for Member Retention

What is it that keeps fitness club members coming back?

When a person decides to invest in a club or studio membership, he or she usually has a goal in mind — one that is specific to enriching or bettering his or her life through the membership. The pursuit of these goals is typically the driving force behind membership use and renewals. From the club owner or manager’s vantage point, if members are successful in attaining their goals (or, at the very least, have their long-term goals within sight), they will see value in their membership, which will keep them coming back month after month, year after year.

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