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What is member onboarding?
Onboarding is how we transition our new members into the club for the first few weeks and months of their membership. For example, fitness consolation, follow ups, goal setting and keeping accountable for those goals.
Why is it important?
Because studies have shown that if a new member uses the gym once a week for the first four weeks of their membership, they can stay up to an extra 13 weeks longer than they would have without the correct onboarding. We know that acquiring a new member is roughly five times more expensive than retaining an existing one. With this being said it is really important that we get as many new members joining these orientations sessions as possible.
There are 3 types of members:
NEW - I have never been a member of a club before and this is all new to me.
YO-YO - I have been a member of a club before, but I have never been able to stick with it and need some support.
SAVVY - I have exercised before and train regularly.
We need to support all of our members however it is important that we put a major focus on our NEW and YO-YO members. This is because more of our 'savvy' members will already have a training schedule and lots of internal motivation. That being said there is no harm in sending them messages or letting them know they are smashing their goals, as this may be the thing that stops them from going to a different gym.
Below you will find some useful scripts and links to help you onboard your members the best as possible! Please also take the time to watch the onboarding video aswell!
GENUINE, SINCERE, PERSONALISED
Try your best to avoid writing a script for our onboarding DMs! This is because we want them to be as genuine, sincere and personalised as possible. There are some draft scripts in these for examples, but if possible make it as personable as you can!
Make sure you are referring to the notes in Clubwise! These messages don’t have to be long.
Things to include in your DM:
Have they used their PT consult? If so, how did it go?
Refer to their fitness goals
Refer to their usage
Are they liking the gym?
Refer to a recent post from their social media
Send the link tree again! If you haven’t already at POS, here’s a great chance.
If this process is completed correctly, it should result in a 50% increase of new members having 10+ visits per month! That is an outstanding number considering our average visitation sits around 4 visits per month.
HOT TIPS:
Be sure to like and comment on your member's post during the 45 days of onboarding.
Always keep detailed notes in clubwise (e.g. liked this post, commented this).
If the member doesn’t have social media, complete the process via text.
7 Day Follow up
This task will appear first as a 3 day onboarding call in our task list. You must click on the task attempt the task and schedule follow up task titled 7 Day DM for 5 days time. Make sure you do not contact them when the 3 day task comes up. We want to make sure we are contacting them once their cooling off period has ended. If you contact them before hand some members may second guess their choices and decide to cancel.
When the task comes up 5 days later there are 2 messages you can chose to send. You can also change these and make some of your own in your phone scripts but these are some great examples! You can also add links to these messages. For example you could link in the AF workouts app, the help hub etc. This contact is aimed to either help keep the new member motivated or help kick start their motivation. It is also super nice as it prevents the member from just feeling like a sale, as we are still caring for them after joining them!
Comes in a-lot -
Hi (name) !👋🏼
How's it going?
I see you've been in the gym already, you are killing it! 💜💜
We love asking our new members what their Fitness goals are as it helps hold them accountable when it's put in writing!!
What are your goals for 2022?
When will we be seeing you in club next?
If you need anything at all let our staff know! :)
AF (club name? 🎉
Hasn't come in at all -
Hi name!👋🏼
How's it going?
I've noticed I haven't seen you in the gym yet! Is there anything I can do to help start your training?
We love asking our new members what their Fitness goals are as it helps hold them accountable when it's put in writing!!
What are your goals for 2022?
When will we be seeing you in club next?
If you need anything at all let our staff know! :)
NAME <club> 🎉
14 Day Follow up
We now reach out on the 14th day via DM asking if they could kindly keep an eye out for our Medallia survey as we would love their feedback regarding the club and staff. This is also a great chance to ask for referrals.
Medallia surveys are sent out to our members after the first 30 days of their membership. A member is more likely to fill out the questionnaire if we have brought it to their attention prior to receiving the survey.
Hey, just checking in again!💜
Well done on keeping on track!
Just a heads up, you will be getting a survey in your email pretty soon asking about your experience so far in the gym🤗
It would help us out if you could just take a minute to fill it out for us☺️
AF <club>💜🏋️♀️
25 Day Follow up
It is important that we keep our communications going in the first month of our members journeys in order to keep them engaged with the club and staff. On the 25th day we are going to reach out via DM referencing their latest social media post as a conversation starter. You can then let them know about the current referral promo, upcoming in-club events or the monthly member challenge. If they don't have socials you can mention anything that has happened in club etc. You can also link your link-tree to give them access to the workouts app and again as well as health hub etc!
This follow up is the final step to the member onboarding process. We are now simply reaching out via DM again, checking in on them personally, showing that we care about their goals and progress towards them. We then offer them a second free fitness consult with a staff member or personal trainer.
Come in heaps
Hey name!
We are so proud of you you've absolutely smashed your workouts at the gym!! Loved the photos from your trip in Byron bay last week!
How do you feel?
If you need help with anything at all feel free to reach out!😁
Haven’t come in a lot or recently:
Hey name!
It’s name from Anytime Fitness Mount Druitt 💜 Just sending you an sms to follow up and see how your training is going? Loved the photos from your trip in Byron bay last week!
We’ve noticed you haven’t had a chance to to come in and train a lot. Is there anything we can do to help you get into the gym?
We have an amazing app available for members to use called the Anytime Workouts App. It allows you to create your own program from hundreds of exercises 😊
Please don’t hesitate to contact us 🤙🏽🤙🏽
45 Day Follow up
This is our final onboarding follow up with the member. This is just a final check in to see how they are going and to also remind them to use their free PT session if they have not already. If they train during staffed hours you are probably aware of the times the train as - well so you can alway include references to seeing them this arvo or tomorrow morning etc.
“I’m so proud of you, (Member’s name), you’ve absolutely smashed your first month at the gym! How do you feel? Btw, you still have a free PT consult if you want to use it! Let us know and I’ll get you set up :)"
HOT TIPS:
Be sure to like and comment on your member's post during the 30 days of onboarding.
Always keep detailed notes in clubwise (e.g. liked this post, commented this).
If the member doesn’t have social media, complete the process via text.
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