Members Only: The Shape of Things to Come

By: Michaleen McGarry

Published in Club Solutions Magazine / March 2005

A satisfied member is a loyal member. But with the influx of new members that come through the door each January and a staff not that different in size since last June – how exactly can you satisfy these "green" exercisers? The answer may be as close as your nearest computer.

As a club owner, you already know that members who are supported, encouraged and truly experience a personal connection are most likely to become lifelong members. As that same club owner, you may also view the computer as not very supportive or encouraging, and definitely lacking a personal touch. But that is simply not the case -- at least when you are speaking about online member intranets.

Member intranets that are available on the Internet can bridge the gap between you and your new, and current, members in a multitude of ways. In addition, member intranets offer a way to increase participation in personal training, market profit centers, and improve communication.

On average, the dropout rate during the first year of membership is double that of other memberships. The key to retaining new members is to support them through this period successfully. By providing a "Roadmap to Success," you can actually tip the scales in favor of members who truly change their lifestyles. With a member intranet, you help support your member without having to increase your staff by providing:

• Fitness Programs
• Nutrition Plans
• Education
• Personalized Content

FITNESS PROGRAMS
Through a member intranet, you can provide increased communication between your personal trainers and their clients and printable programs for clients to take to the club. But what is even more powerful is the fact that the over 90 percent of your member base, that is currently stumbling through how to reach their goals, suddenly has a virtual trainer to support them.

NUTRITION PLANS
One area that seems to always be overlooked by new members is the importance of their food intake, which can actually make or break reaching their goals. Many clubs rely on personal trainers to dole out nutritional advice when in all actuality, their expertise lies elsewhere. Finding a member intranet with a comprehensive nutrition component will increase your members' support and success ten-fold.

EDUCATION
Member intranets, whether they are for the health club community or the business sector, all provide a reason for continued patronage. In the case of a health club member intranet, education offers a way to encourage and motivate members thereby increasing their success, and ultimately yours! Up-to-date heath and fitness information, wellness tips, exercise video demonstrations, and more, keep your members on the cutting edge of fitness.

PERSONALIZED CONTENT
When it comes to retaining members, "feeling part of a community, or lack thereof," has been stated as one of the top reasons members: cancel memberships; stop going to the club, or worse, change clubs. By utilizing a members-only intranet, you can provide a place for members to visit 24/7 that keeps them connected. In addition, if you shop for a member intranet that offers personalized content, your members can truly experience a personal connection with you, and your facility.

Member intranets come in all shapes and sizes, but for about the price of two memberships per month, you can reach out to a membership base that comes in just as many shapes and sizes. A properly marketed member intranet can help you reshape your bottom line by increasing member satisfaction, loyalty, and retention.