Imagine closing your gym temporarily for, say, renovations.
After weeks or months of remodeling and installing new equipment, you’re finally able to reopen your doors and welcome back all your old members.
It’s such an exciting time. All that work is finally done – and the place looks great!
But there’s only one problem: clients not coming back despite reopening.
Don’t worry! There’s a lot you can do to get them to return starting now – and, if you have a planned closure coming up, there’s a lot you can start doing now to avoid problems when it’s over.
Of course, whenever you think “gym closure,” you automatically think about the COVID-19 pandemic. It surprised everyone and devastated many, with about a fifth of the country’s gyms shuttering permanently, according to the National Health and Fitness Alliance.
Even after lockdown was over, many gyms struggled when they found clients not coming back despite reopening.
So, let’s apply some of those hard lessons and think about what to do if you need to temporarily close, whether you are aware of it beforehand or not.
1. Focus on Communications
With clients not coming back despite reopening, you need to focus on communications, communications, communications.
Be clear and consistent about what’s happening, why, what’s coming next, and how it affects members.
Remember that you have a lot of details on your mind that members probably don’t care about, so pay attention to your audience while also sharing enough to keep your relationship on an appropriately personal level.
Remember, also, what your gym’s unique mission is, its purpose, avatar, and values. In a panic, some gyms will scramble to get members back.
Don’t.
Instead, remember who you are and what you’re about – while also remaining openminded to necessary changes or innovations.
Key is actively reaching out to your members, as much as possible. Do not leave them guessing.
Before and During Closure:
- Timely Announcements: Make sure your members know about closures as early as possible. Use email, text messages, social media, and in-gym signage to ensure they’re informed.
- Regular Updates: If your gym is closed for an extended period, don’t go silent. Send progress updates, facility improvements, and reopening dates via weekly newsletters and social media posts.
- Even if your answer is, “I don’t know yet,” it’s important to respond to legitimate questions or you’ll find clients not coming back despite reopening.
- Keep Clients Engaged: Offer at-home workouts, live-streamed fitness classes, or motivational tips to keep members connected to your gym during the closure.
Upon Reopening:
- Say It Everywhere: Don’t assume a single email is enough. Use a mix of emails, texts, phone calls, and social media to inform members that you’re back.
- Personalized Follow-Ups: Long-time or high-value members deserve a personal touch. A simple “Hey, we’ve missed you! Here’s what’s new at our gym” text or call can go a long way.
2. Create a Better Client Experience
Even if you bring members back through strong communication, they won’t stay unless they love the experience.
- Cleanliness and Hygiene: Post-pandemic, members came to expect higher cleanliness standards. Regular sanitization, well-stocked cleaning stations, and visible hygiene efforts are now permanent parts of what consumers expect – table stakes, really, so don’t drop the ball.
- Staff Engagement: A friendly, welcoming atmosphere is crucial, and your employees need to be on the same page. You must make sure your team is alert to engage customers and make their experiences enjoyable and effective; remember the basics of retention and turn them up a notch.
- Community Building: Create a sense of belonging to keep members invested, if you’re in a situation of having clients not coming back despite reopening. Consider fitness challenges, social events, and member appreciation days to build or renew stronger connections.
3. Be Flexible for Them
Rigid, long-term contracts may push hesitant members away. Offering flexible plans can help attract them back.
- Tiered Memberships: Provide different levels of access at various price points. This is always a good idea, and in times like these, it can get people excited about possibilities.
- Short-Term or Pay-As-You-Go Options: Members may be reluctant to commit long-term. Providing monthly, weekly, or class-based packages can ease them back in.
- Membership Freezes: Some members may need more time before returning. Instead of losing them altogether, offer membership freeze options.
4. The Market Might’ve Changed
During the pandemic, many people discovered home workouts, virtual training, and boutique studios. Since then, options have continued to proliferate through tech and other innovations.
With clients not coming back despite reopening, you can’t assume everyone has waited patiently for your routine. Some might have found something else that meets their needs. Conversely, some of your competitors might have closed, creating new opportunities for you.
Stay competitive with:
- Hybrid Training Models: Offer a mix of in-person and online training options. This is another lesson from the pandemic. Be ready, be versatile, and meet the clients where they are. Create your own app so they can train with you while traveling. Think ahead.
- Highlight Your USP (Unique Selling Proposition): If your gym has state-of-the-art equipment, expert trainers, or specialized programs, make sure members know what sets you apart. Are you the only gym in town for expectant mothers? Physically challenged teens? Active retirees? LET PEOPLE KNOW. Repeatedly, especially with your clients not coming back despite reopening.
- Lean into Strength Trends. Traditional gym-goers are shifting from cardio to strength training and functional training. Make sure your gym has enough squat racks, weights, and resistance training options, Business Insider advises.
5. Improving Equipment and Facilities
If members return to find the same old gym with outdated equipment or broken machines, they won’t stay.
- Upgrade Where Possible: Even small improvements, like new mats, fresh paint, or updated locker rooms, can make a big difference.
- Fix Broken Equipment Immediately: Members get frustrated when machines are constantly “Out of Order.” A well-maintained gym signals professionalism and care.
- Sing Your Own Praises: You’ve got to brag about what’s new and improved. Don’t expect everyone to just notice on their own!
6. Listen to Them
Services and class schedules can make or break a gym’s retention rate.
· Survey Members: Find out which classes and times work best and adjust accordingly.
- Offer Fresh Programming: Try adding new classes or innovative workout formats to keep things exciting.
- Beginner-Friendly Sessions: If members have been inactive for months, ease them back in with a “Welcome Back” class series.
7. Light a Spark (Again)
Many former members lost their fitness routine during your closure. Helping them restart is key with clients not coming back despite reopening.
- Personal Training Incentives: Offer free or discounted one-on-one training sessions to help members regain momentum.
- Accountability Groups: Create challenge groups or fitness communities where members can support and motivate each other.
- Progress Tracking: Provide fitness assessments, goal-setting sessions, or an app to help members track their progress.
8. Marketing and Community Engagement
Marketing shouldn’t stop once your gym reopens. Continuing to engage both current and potential members is critical.
Marketing Strategies:
- Social Media Presence: Post success stories, workout tips, and gym updates regularly.
- Referral Programs: Offer incentives to current members who bring back former members or refer new clients.
- Local Partnerships: Collaborate with wellness brands, physical therapists, or local businesses for cross-promotions.
- Community Outreach: Go to civic and business organizations, legacy media, and community organizations to share the news.
The Road Back
Rebuilding your gym’s membership after reopening is more than just a single announcement. You’ve been thinking about it 24/7 for weeks, but your clients have not.
With clients not coming back despite reopening, it requires consistent communication, an improved client experience, flexible membership options, competitive offerings, upgraded facilities, better class programming, motivation strategies, and smart marketing.
Plus, you know, your endless enthusiasm every day. Seriously!
The fitness industry is evolving, and successful gyms will be the ones that adapt to these changes if they find clients not coming back despite reopening.
By addressing the concerns of former members, offering them a better experience than before, and consistently engaging with them, you’ll rebuild not only your client base — but also a stronger and more resilient fitness community, which means a better, stronger business. Never underestimate the importance of retention! Get our FREE “9 Secrets to Increase Retention” here.