We often hear our customers talk about member acquisition... but what happens once you’ve made the sale and converted a lead into a member? At that point, successful gyms turn their attention to member engagement and to one of our favourite metrics - retention.
After all, analysis after analysis has shown that member retention is less expensive than recruitment. It generally costs around five times as much to gain even a single new member as it costs to hold onto an existing member. While it is important for the growth of your club to continue acquiring new members, you should also look to develop a strategy to lower membership churn rates and hold onto your valued members.