In a recent post on the International Health, Racquet, and Sportsclub Association (IHRSA) blog, fitness consultant Michael R. Mantell discussed “the 4 S’s” of membership retention. To keep members — and keep them happy — you have to pay attention to four things that begin with the letter S, Mantell says: Social, Success, Sensitive, and Science. Three of these are pretty intuitive: For the “Social” element, you have to have a friendly, well-trained staff; for “Success,” you have to find ways to motivate your members toward meeting their own goals; for “Science,” you have to pay attention to new advances in technology and how the rest of the fitness world is putting them to use. But what’s this about “Sensitive”? What does being sensitive have to do with running a gym and keeping membership retention high?
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What Does Being Sensitive Have to do With Running a Gym?
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Having dedicated members is every fitness facility’s dream — the ones who come in regularly, several times a week, pushing themselves through a routine that leaves them feeling good about themselves and good about the place where they choose to work out. But what if members become not so much dedicated as compulsive? Is that good for them? And is it good for your facility?
A friend of mine told me recently about a deal she cut with her twelve-year-old for the summer: He’s allowed to play video games for an hour a day, provided he spend at least two hours running around outside first. She was starting to get worried about how much time he spent indoors in a sedentary position.
In this industry, there’s a lot of talk about happiness – as well there should be. In recent years, studies have suggested that the presence or absence of happiness affects us at a cellular level: When we’re happy, our tissues suffer less damage, our bodies have less inflammation, and our immune systems are stronger. Because we know that regular exercise contributes to greater happiness, we remind our clients that coming to the gym is good for them, that it’ll make them happier. But, in the light of a recent study, maybe we should wonder whether we’re giving happiness enough thought.
Back in June, for the third year in a row, Minneapolis-St. Paul, Minnesota, won the American College of Sports Medicine’s number-one ranking for fittest metropolitan area. Last week, Virginia Beach, Virginia, won Facebook’s number-one ranking for the same title. But were these rankings based on the same factors and set to be used for the same purposes? Club Industry took a good look at both claims and explained the differences.
Wristbands that count your steps, clothing that monitors your heartbeat, watches that know when you’re asleep — in a market continually and increasingly flooded with fitness gadgets, it’s useful to keep track of the latest ones and to consider what, if anything, is the role of gyms and fitness centres in relation to them. When your clients have them, how can — and should — you make use of them?