VISITATION 

20/60/20 MEMBERS

What does 20/60/20 mean?

This is how we divide our membership base, determined on their visitation:

Top 20% of members: This percentage of the member base is what we call our ‘regulars’ - Routine exercisers and our High-Performance exercisers. These are the members that know us by name and most of the time won’t leave the office and just want to talk to you all day.

The 60% of members:  This percentage of the member base are the members that we see come to the gym in waves, they might train 4 days one week, then once a week for the rest of the month. If a new shiny gym comes along, they will be the members that would leave with no hesitation. 

Bottom 20% of members: This percentage of the member base are what we call ‘sleepers’ and they are the struggling to get started exercisers, they are members that do not use the gym at all. They have joined and either had not been onboarded correctly or have lost motivation and have just stopped coming. Most of these people have forgotten about their membership.

The MIDDLE 60%ers 

These are the members in our clubs who actually need the most help, they are neither loyal nor disloyal to our club, as they have zero connection. The 60%er's are the members who are at risk of leaving us and going to the shiny new club down the road.

 Some things to consider with the 60%er's: 

• How do we design challenge's and activities in club to be inclusive of them? (This is tough, because first you need to identify them) 

• How can you connect with the 60%er's?

• What can you do the next time you see a 60%er in club?

• What strategy is your club using at the moment to reach out these members? 

Some other things to be mindful of is that your 60%er's are your strugglers, they NEED help most of the time to create a new habit and maybe even turn extrinsic motivation into intrinsic motivation. Every club is guilty of creating in-club challenges and social post, most visits and so on. Unfortunately, this only reaches our TOP 20%er's who are honestly not going anywhere. They already LOVE YOU. 

If you want to put a big DENT in your attrition numbers, then identify these members and focus your energy on them!!!!!

Three top focus points for Visitation 

There are many ways to drive visitation in your club however, the three key areas below will be most effective towards making big changes:

• Member Onboarding 

• Cleanliness/atmosphere

• Member Engagement 

Let's take a closer look into these three areas, breaking them down individually. 

Member Onboarding 

Member onboarding is definitely something we can do better do better at Anytime Fitness. Yes, it is important that we get the sale however, it is just as important that we get the member visiting our club immediately. Some tips for getting a new joiner to using the club would be:

• Book them in for a consultation with staff or a personal trainer before they leave the club at POS. No new member should be using the club for the first time with out staff or personal trainers present. Why, because we need to control the outcome of their first visit. If we are not with them they could have a negative experience resulting in they no using their membership how they originally intended. A negative experience example's would be, not knowing how to use the equipment, not knowing how find the equipment they need and they may even feel let down by staff after POS with the promises we have made them regarding their fitness goals. We should be using this time in the fitness consultation to build that connection with the member to better the overall member experience. 

• Get them set up on our link tree which should include your Community pages, Facebook, Instagram, Group Class Whatsapp, AF workouts, health hub. You are setting your new member up for success buy getting them feeling a sense of community before they even start their first workout with us. 

• 12 & 25 day calls. This is your time to make sure your new member is visiting the club. By now they should have had their fitness consult and established a routine, if not it is our job to help them create one. Some tips to help them with this would be, scheduling a call or a text to remind them that we look forward to seeing them in the club at XXXX time and XXXX day. This way they know we care and that we will notice if they do not come in for their workout. You can even book in another time with them to come into club and work out a schedule that we can keep them stay accountable for. 

Member Engagement 

Studies have shown:

-   One interaction with a member on the gym floor has a 20% probability of that member visiting the gym next month.

-   2 - 3 Interactions with a member on the gym floor has a 50% probability of that member visiting the gym next month.

-   4+ Interaction with a member on the gym floor has an 80% probability of that member visiting the gym next month.

This shows the power of engagement. Some tips below:

• Saying HI & BYE when they visit the club. This is why it is so important that we sit out at the front desk. 

• Asking someone when they are leaving the club "when will we seen you next". 

• Member engagement can even be sharing a tagged post on your socials of them. This makes them feel a sense of belong. 

• Something as simple as asking members for their feedback.

• Members nights, workshops, AF challenge. 

• 'Layering' Everyone has a small amount of members that just don't say a word when they come into club. We need to try harder to connect with these members to keep them engaged in our community. 'Layering' is a tool we use to connect with these members for example, step 1 walk past the member and smile, Step 2 say hi and keep walking, Step 3 say 'hi, what are you training today' then walk away. Continue to do this over a period of time to build that members trust and start to get them engaged.