Member Retention

7 Reasons Your Members Leave (Part 2)

In Part 1 of 7 Reasons Your Members Leave, we talked about 3 of the reasons... “I’m not seeing progress,”  “I feel lost, overwhelmed and don’t know what to do,” and Injuries caused by improper scaling/coaching or ego.  In Part II We dive into 4 other reasons...

“Coaches don’t care about me”

Nobody cares how much you know until they know how much you care. Ever heard that before? I bet you have... and for good reason. A sure way to push people out of your gym is to ignore them — a cherry on top is to only reach out when their credit card is declined. “Oh, I’ve been meaning to touch base with you... btw, I need an updated payment method.” Ouch. The thing about this: you really do have to care… like really care. And if you don’t care, you sure as hell better have systems in place that make your clients feel cared for. Goal setting sessions, coaching calls, birthday cards, small gifts, attaboy cards, facebook shoutouts, public recognition are all ways to make them feel like a million bucks consistently. That’s key. If you’re not doing those things — if you’re neglecting those things — it’ll eventually bite you. The key, again, is to have systems in place that prevent neglect, because even the best coaches in the world aren’t 100% on ALL the time… sometimes things come up, like life, and things slip. The system should work regardless of how you or your coaches are feeling so that your care-based, client-focused business, continues to run efficiently.

”I don’t like competing with other people"

CrossFit attracts some serious Type A personalities. This can be good, but bad too … the thing is, fitness shouldn’t be reserved only for the types that like to compete against others to win. Some people are just in it to become better for themselves - they’re internally driven, motivated by personal achievement. There’s another type of person, so competitive they’re hesitant to engage in group classes — or any competitive environment — because they understand themselves, and they’ll be the first to push right past their limits and (potentially) to the point of injury. “I’ll win at any cost! I will DIE on this floor!”

For the internally driven, objective goals — standards of achievement — become extremely valuable. They’re best in a framework that incentivizes climbing the ranks … at their own pace and for themselves. To achieve. And that other kind of person? Who understands themselves, and knows they’re going to do everything in their power to win, to beat the person next to them, and potentially put themselves at risk … well, they’re ideal candidates for individualized training or personal training. But you’ll need a system in place to notice that, take next steps, and slot them accordingly.

It’s too expensive, the gym down the street is cheaper

People will pay for value — perceived or real — and you’ll succeed to the degree that you can build that value. If you are indistinguishable from the gym down the street, and they’re saying all the same things you say, doing essentially the same thing you do, then your client has every right to say you’re too expensive if you charge an additional $50 per month.

There are three steps:

First, you need to run things like a “real” business — that means systems in place for coaching, retention, marketing — and if you don’t have those, you must be willing to spend the time to build them. Seek help from quality business coaching companies like Two Brain Business and Gymwright. They can help.

Second, find a real market advantage, something that actually sets you apart, that differentiates you from the rest. It could be simply providing better service and results to a niched clientele, or finding something that helps you deliver and create better services, and faster results for all your clients, like the Level Method.

Third, build a marketing and sales machine that attract and convert your best client, and positions you as the best in the business, but this sorta comes back to step 1 and being sure to find mentors who can stop you from wasting days, months, and years of your absolutely most precious resource: time.

I don’t have time or the classes don’t fit in my schedule

Some of our best clients are moms with full-time careers. Whenever someone says they don’t have time, I laugh to myself and think about Steph and Michelle, and wonder what they would say about not having time. In most cases, it’s a matter of priority, not time. And if someone gives this excuse, see the “Coaches Don’t Care About Me Section” … because there’s a good chance that’s what they’re really feeling here. They’ve lost interest, or rather, we’ve lost their interest by not staying engaged and delivering them a consistently outstanding experience. Of course, sometimes this just happens, but by remembering our real job of providing consistent support, entertainment, motivation and gold stars, we keep this to a minimum. In some rare cases, people really don’t have time, and many more have conflicting schedules and can’t make class times … now both are candidates for individualized training. Whether at-home workouts, nutrition coaching, or personal training — there’s always a solution. But remember, mostly, not having time is just an excuse. We’ve simply lost their interest, they’ve been magnetically pulled away from you, to more interesting things. The second you become more interesting and fun, the second you make them feel cared for, entertained, respected and special (oh, and provide real results) … they’ll be pulled right back.

Of course, there are other reasons people leave, like relocating, or some significant event. But the controllable factors are the ones we care about. And if we keep these 7 in mind, we make big strides in improving our business and plugging the holes in our bucket so we can fully focus on getting the water that sustains the life of our family.

And this is the part at the end where I say I have a magic answer for you! A powerful tool that’s going to solve all your problems with ease. Well, actually, yes … but also, no because any tool is really only as good as it’s operator. Used properly, the Level Method helps in incredible ways with each of the 7 ways. I mean, it’s why we built the Level Method in the first place, it helps solve a lot of problems through a levels ranking system, like martial arts belts. How and why it works specifically, is a much longer discussion.

If you want to find out more give us a call. But before you call, it’s important we revisit that “a tool is only as good as it’s operator..”

The best gyms and gym owners we have already understand the value of systems and best operating practices, and they’re looking to bump up to the next level. To get a real competitive advantage. They’ve already worked with business coaches and mentors — they are professionals, but students too.

So if that’s you, and you’ve already gone through a foundational business coaching program like the ones offered by Two Brain or Gymwright, give us a call.

Thanks for reading.

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