In the competitive world of fitness, member retention is the name of the game. You’ve worked hard to build your gym, but keeping your members happy and committed can be a real challenge. That’s where gym KPIs (Key Performance Indicators) come into play. They’re like your secret weapon for success, helping you reduce member churn and keep your gym thriving.
You might wonder why KPIs are so powerful. Well, they provide invaluable insights and data that can help you make informed decisions and create strategies for your gym. With the guidance of KPIs, you can understand what’s working, what needs improvement, and ultimately, how to boost member retention. Here, we’re going to dive into five KPIs that have been recommended by some renowned fitness industry experts:
Focused Training Goals – Alwyn Cosgrove
Alwyn Cosgrove understands that once your clients achieve their initial fitness goals, they may start asking, “Now what?” This is where focused training goals come into play. Special events, local competitions like mud runs and 5Ks, and targeted fitness objectives can give your members a compelling reason to stay engaged. The beauty of this approach is that it can be turned into a measurable KPI. Offer regular opportunities for your members to participate in these activities, and track who joins in and how often. You’ll likely find a direct link between member retention and participation in these exciting extra-curricular activities.
Commitment Contracts – Pat Rigsby
Pat Rigsby recommends that clients must make commitments. When your clients are on contracts, they’re automatically retained. In fact, Pat suggests that around 80% of your clients should be on 3-12 month contracts. Having members on agreements provides peace of mind. You won’t have to constantly resell them, which means you can focus on developing long-term strategies for delivering results. The more members you can get to commit, the stronger your retention will be.
Celebrating Small Wins – Doug Spurling
Doug Spurling advocates for publicly celebrating small wins. Recognize even seemingly minor achievements as massive victories. Your members and clients deserve standing ovations, both digitally and within your gym space. Create a sense of community and support. Spurling Fitness utilizes a community-centric private Facebook Group and recognition chalkboards to show love and appreciation. Celebrate everything, from birthdays and anniversaries to fitness-related milestones like a first push-up or a new personal record (PR). Every win, no matter how small, is a cause for celebration.
Attendance Tracking – Sumit Seth
Sumit Seth suggests using attendance tracking as a critical KPI. Are your clients coming in at least 2 times a week? Software like Naamly Premiere allows you to monitor this easily. In the world of training gyms, attendance is a significant indicator that influences retention. More attendance implies more usage, and the more your clients use your services, the more value they see. On the flip side, less usage is a leading indicator that someone might not stay long term. Keep an eye on attendance to keep members engaged and committed.
Communication Engagement – Sumit Seth
Sumit Seth also emphasizes the importance of communication engagement as a KPI. Are your clients engaging with you or your coaches and responding to your personalized outreaches at least once a week? This is a crucial indicator to prevent members from falling off. When clients stop communicating with you, it’s a sign that they may be prioritizing other areas of their life over their gym membership. Naamly Premiere software can help you track which clients are engaged and which ones might need a bit more attention.
Gym KPIs are powerful tools that make success easier to achieve for your team. These five KPIs, can help you reduce member churn and create a thriving gym community. Remember, the key is not just to track these KPIs but also to use the insights they provide to make data-driven decisions and implement strategies that keep your members happy and committed. Your gym’s future is brighter when you harness the power of KPIs.
Looking for more ideas on improving member retention? Check out our free guide “9 Secrets to Increase Member Retention.”