Participation in organised sport is declining whereas participation in structured exercise has been consistently growing for the last 15 years. One reason why is that fitness clubs are highly effective at selling ‘starter memberships’ (i.e. a 30-day free trial) which attract new people. Once these people are inside a big focus is then on converting these starters into committed members.
Fitness club users can often access the facility at any time during opening hours which means that the membership works around suitable times for them. This type of flexibility is one of the reasons why fitness gyms are growing – especially 24 hour access gyms. Just turn up with your swipe card and work out when you like.
Imagine only being able to enter the squash courts at certain times every day. Every restriction you place on your users’ ability to access your facility pushes them one step further away from joining and staying at your club. How much control do your members have over when they can play or access your facility? Did you know this type of access is something that squash clubs can also replicate? For information on how you can add iSquash Online Booking, Access and Pay2Play systems click here.
Rather than sending a lump sum invoice to their members requesting the following year’s payment, fitness gyms have their membership subscriptions roll over by direct debit payment on a continual basis. This means the member doesn’t have any opportunity to weigh up the value of their membership and make a decision. It also means that the member is forced to take action to stop being a member, rather than to take action to be a member. Learn more about membership pricing here or casual payment options here.