Provide Membership Value To Improve Sales and Retention

Show members and leads your membership value by taking the focus off price. Instead, highlight differentiators like community, coaching and programming.

Monica Hilton
September 20, 2022
Provide Membership Value To Improve Sales and Retention
Show members and leads your membership value by taking the focus off price. Instead, highlight differentiators like community, coaching and programming.

In the age of home gyms and virtual training, showing members and leads the value of membership at your gym is more important than ever.

How does someone even begin to compare the options? Every program claims they’re the best and often times, the only difference a lead can see is price. Therefore, it’s up to you to clearly explain the membership value, highlighting what you offer and why you’re different.

Six Opportunities To Show Membership Value:

1. Community.

Community is more important than ever in this post-pandemic world. People are working out alone in their garages or sitting behind a computer all day. Even if they don’t realize it, they’re craving personal connection. Fortunately, when you’ve built a strong community, there’s tremendous value you can provide to attract new members and retain current ones.

First, find ways to show that you’re a welcoming and supportive group of friendly people. Highlight your community events and gym outings, and aim to offer at least one per month. This is a great way for new members to meet other people at the gym, or invite non-member friends who might be intimidated to try a class.

Provide membership value in community

2. Programming.

Solid, intentional programming gets members results. Remember that a person’s primary goal in joining your gym is likely related to improving their health and fitness.

Highlight the results-driven programming that your gym offers. Help them set goals and show them how your programming will get them there. Point out some real-life examples of other members who achieved what they’re aiming for.

Also, keep your gym’s programming private, versus displaying it on your website. There’s membership value in exclusivity.

3. Coaching.

The team of coaches you have leading your classes is paramount to your gym’s success. Your coaches are the energy that runs through your gym and there’s tremendous value in having a qualified, dynamic coaching team.

Your members can go to any “big box” gym and find a random workout in any health magazine. So it’s important to highlight the value of coaching for safety, efficiency and results. Once a member is able to see how invested your coaches are in their success, they’ll appreciate the difference.

4. Equipment.

Although it might be less obvious to members, you can show value in your gym’s membership with well-maintained, quality equipment. Keep everything clean and encourage members to take care of equipment like it was their own. It doesn’t have to be brand new but when it’s obvious that equipment is well-maintained, members have a visual example of the level of diligence you take throughout the gym.

5. Convenience.

If you’ve ever walked into a huge, crowded gym without a plan, you can appreciate the value of convenience. Your members know that they’ll never have to figure out what they’ll be doing that day or get in line for a piece of equipment.

Remind them that all they have to do is walk in the door and you’ll take it from there. Programming is pre-written and coaches are ready to guide them through the workout. This convenience provides membership value, taking things off their plate and eliminating stress.

Provide membership value with coaching

6. Accountability.

There’s a reason at-home workouts generally have a short cycle of success. Having accountability - to show up and to keep going - is a game-changer for results.

Provide value for your members by holding them accountable in several ways:

  1. Your coaches will provide accountability while they’re at the gym, offering guidance and encouragement until the workout is complete.
  2. Their community is the natural accountability system. When they develop friendships, they get built-in accountability partners, who will support them inside and outside of your gym’s walls.
  3. You can provide accountability by paying attention to attendance. If they start to fall off their routine, send them a quick text to let them know you’ve noticed and you miss them. If you have the right gym management software, this can all be automated! When they know you care, they’re more likely to show up.

In Summary:

Showing membership value at your gym is the best way to differentiate yourself from the competition and take the focus away from simple price comparison. You’ve worked hard to create an exceptional fitness business that provides value in everything from community to coaching. Now it’s time to show the world what sets you apart and why people will have an incredible member experience at your gym.

Monica Hilton

Monica is our Content Manager extraordinaire for PushPress. She also owns her gym in Indianapolis, Together We Rise CrossFit, which she opened in 2014 and previously worked in IndyCar racing.

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