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How to Increase Health Club Membership Sales by Analyzing Current Member Data

Knowing your client base is the key to any successful business, especially in the health and fitness industry. As a gym owner, it can be difficult to keep track of your clients since data can sometimes be unorganized and cluttered. However, being able to analyze your members’ data can enable your gym to find patterns amongst your clients, and in turn, increase sales. Follow these methods to better understand how member data can drive tactics to increase gym membership sales.

Know Your Members

There are two key questions you need to ask yourself to truly understand your member base: who are they and why do they use your gym? To answer the first question, an important metric to keep track of is their age. By knowing the average age of your customers, you can get a better sense of how to improve your tactics to better suit their needs. For example, if you realize the average age of your members is 40, it is possible that a lot of your members are parents. Thus, it could be a good idea to promote a daycare on the premise or other children’s programs to keep them entertained while your members work out. Other information, like gender, can also be important in determining how best to attract and retain customers.

The second question is a little trickier to answer. It may not be easy to record this information, but understanding the “why” behind membership can help you promote to similar clients. A simple KPI to follow would be to record the number of times that your clients work out a week. This will help you narrow your focus as to whether to go after hardcore gym enthusiasts or the casual gym goer. Additionally, you could run surveys to your current members to gain an inside perspective as to why your clients enjoy your gym. Promoting to this narrowed clientele gives you the ability to attract customers that are more likely to sign up for a membership.

What to Track

An important statistic that your gym should be tracking is member retention rate. The national average for gyms across the country is 66%. If you realize your gym is below this number or you don’t know what your gym’s retention rate is, it may be time to start reporting on this number. This number can tell you whether you are providing the necessary services for your members. Understanding your gym’s retention rate will allow you to make overarching decisions that can help your club improve tremendously.

To go off this idea, keeping track of member data for popular amenities at your gym will give you a better sense of why your clients go to the gym. For example, if you realize a high proportion of your members really like using a personal trainer, you can change promotional tactics to be geared towards individuals looking for a personal trainer.

Data is King

close up of chess figure on suit background strategy or leadership conceptThe ability to track and analyze member data gives you the best chance to increase your gym membership sales through targeted tactics. Tracking your member data may not be simple, as you may have multiple locations or offer a variety of amenities. Gym management software allows you to pull data quickly and easily, so you can stay organized and spend time on what’s truly important: the members. Consolidating your data makes it easier for you to make decisions quickly, so you can best respond to customer needs. Tracking data can be what separates your gym from the rest! 

Applying This Data

Routinely reviewing your gym membership data and applying it to sales strategies may seem like a daunting challenge, but if you take small steps, you will see huge improvements in no time. Follow these steps to give yourself the best chance of increasing sales:

    1. Gather
      Use surveys, feedback forms, gym management software, and other creative methods to gather data from and about your customers.
    2. Analyze
      Identify trends in the data which will help you determine the strategies that will best increase sales.
    3. Strategize
      Plan campaigns using messaging and channels which will directly appeal to your audience based on data.
    4. Implement
      Implement your campaigns!

As a gym owner, you may encounter a wide range of members. It’s important to have a way of organizing these different personalities in order to better satisfy their needs as well as attract more customers. The key to attracting new customers is being able to identify and target those who are likely to use your gym. By analyzing current member data, you can take those trends and apply them to additional customers to help improve your gym membership sales.  Schedule a Demo to learn more about data and how to ABC Financial can help you get results.