Keeping people.
WHY RETENTION DETERMINES THE BUSINESS
Most members leave, and replacing them costs far more than keeping them.
WHEN PEOPLE LEAVE
Early, mostly, within the first months.
WHY THEY LEAVE
They stop attending They see no progress They feel out of place The facility is crowded or poorly maintained Nobody noticed they stopped coming
WHY THAT LAST POINT MATTERS MOST
It is the cheapest thing to fix.
WHAT TO DO
Track attendance, and contact people who stop.
WHAT TO SAY
Something personal, without pressure.
WHY IT WORKS
Most lapsed members simply drifted, and contact brings a proportion back.
WHAT INCREASES EARLY RETENTION
A proper induction A plan for the first weeks Being known by name Early visible progress Group activity and social connection
WHY SOCIAL CONNECTION MATTERS
People who know others at the facility attend more and stay longer.
WHAT TO ENCOURAGE
Classes, groups and familiarity among staff and members.
WHAT TO MEASURE
Attendance frequency Length of membership Proportion still attending after defined periods Reasons for leaving
WHAT TO ASK LEAVERS
Why, directly.
WHAT TO ESTABLISH ABOUT MEMBERSHIP TERMS
Duration, notice, freezing and cancellation.
WHAT TO AVOID
Terms that trap people.
WHY
They produce disputes, complaints and reputation damage that exceed the revenue retained.
WHAT TO PREFER
Making people want to stay.
