Welcome back to our series on onboarding new members! In this episode, Khaled Elmasri delves into the crucial role that routines play in helping new gym members stick with their fitness journeys.
Last week, we discussed the first two drivers of habit formation: quality motivation and enjoyment. This week, we focus on the third driver: routine.
Key Points Covered:
High Dropout Risk: New members, especially those with little or no exercise experience, are at the highest risk of dropping out. Statistics show that 50% stop attending within the first six months, primarily due to lack of added value, guidance, and poor induction.
Critical First Six Weeks: The initial six weeks are vital for introducing members to the club and integrating them into a program. Early engagement is essential for forming lasting habits and seeing results.
Five Key Areas to Focus On:
Goals and Motivation: Understand members' deep-rooted goals and what's driving them.
Availability: Help members block off time for exercise as they would for other important appointments.
Exercise Preferences: Know their preferred types of exercise, whether it's cardio machines, weightlifting, or group classes like Body Pump and Yoga.
Barriers and Self-Motivation: Identify obstacles that prevent members from exercising and gauge their self-motivation levels.
Budget: Consider both time and financial budgets to support their fitness goals.
Smart Planning: Utilize tools like the Les Mill Smart Plan to create a structured induction for new members in their first seven days.
Training the Team: Ensure your team is equipped with the right training and tools to effectively induct new members.
Next week, we’ll discuss reinventing the sales process to better support new member onboarding. Stay tuned, and don’t forget to like, share, and leave your feedback. We’d love to hear what strategies you’re using in your gym!
