In a gym owner’s competitive and constantly-evolving world, listening to member feedback can be a game-changer. But there’s a caveat! Gathering feedback doesn’t mean listening to everything from everyone. The key is to listen to and understand your best members. Because, while gym growth is always the goal, focusing on those who love your gym can yield exceptional results.
Welcome to the Gym Growth Blueprint Series! We asked gym owners, “What’s the one piece of advice you’d give a new gym owner?” As gym owners ourselves, the PushPress team is passionate about helping others succeed.
Today’s feedback comes from gym owners Chris Simmons, Zach Forrest and Josh Aycock.
“Don’t take memberships personally,” said Chris Simmons, owner of Kingman CrossFit in Kingman, AZ. “If you do, you’ll have a lot of sleepless nights.”
Zach Forrest, who owned five gyms in Las Vegas, suggested, “Ask your best clients for feedback on a regular basis.”
Joshua Aycock, Head Coach at WAVE Agility & Strength in Del Mar, CA, offered, “Be grateful for your customers.”
Four Tips to Capture Member Feedback Correctly.
Acquiring actionable member feedback requires a deep understanding of who it’s coming from. Equally important is what you’re asking them and why you’re asking it. Let’s take a look at what it looks like to put the gym owners’ advice above into practice.
1. Don’t Take Memberships Personally.
Running a gym involves a multitude of responsibilities, and not every membership will align with your vision or expectations. Even though your goal is to create a strong gym community, the truth is that even members with the best intentions can let you down.
And even if everything seems to be going right, it’s important to know ahead of time that not everyone will stick around forever. You can have provide the ultimate member experience and create raving fans of your gym, but sometimes location and scheduling can simply alter people’s best-laid plans.
Instead of losing sleep over these fluctuations, channel your energy into appreciating and valuing the members who are committed to your gym. Your best members are the ones who keep the energy alive, participate actively and invite others. So focus on these loyal members by celebrating and thanking them. That way, you’ll create a solid foundation that can weather the storms of membership changes. And those are the people who will provide the most valuable member feedback.
When someone does have to leave, consider an exit interview. Ask about their real reason for leaving, what they loved about your gym and what you could’ve done better. Remember not to take answers personally but instead, put on your objective hat and use it as an opportunity to improve.
2. Show Gratitude to Your Loyal Members.
The most helpful member feedback comes from your most loyal members. And that starts with being appreciative that they’re supporting your business. After all, gratitude is more than just a polite gesture. It’s a powerful tool for building stronger relationships and fostering a positive gym atmosphere.
In this sense, Aycock’s advice - to be grateful for your customers - underscores the importance of showing appreciation to your members.
Consider personalizing your appreciation efforts by celebrating milestones, acknowledging achievements, or even offering exclusive perks. When members feel genuinely valued, they are more likely to stay committed and engaged. Grateful members are also more likely to contribute to an effective referral program and spread the word about your gym. A simple “thank you” can go a long way, but consider going beyond the basics.
A few ideas:
- On each member’s gym anniversary, send a personalized thank you card in the mail.
- Gift each member a t-shirt or coffee mug for milestones like Committed Club.
- Create a 250, 500 and 1,000 workouts completed club. Not only does this celebrate longevity at your gym, but it’s a great way to create a culture of checking in.
- Host an exclusive event for the members that have been with you the longest. This could be anything from coffee or a BBQ at your house. Use it as an opportunity to socialize and gather even more member feedback to keep improving your gym.
Whatever you choose to do to show personal appreciation is up to you. But ultimately, when people feel valued, their support is more likely to continue.
3. Prioritize Feedback from Your Best Clients.
Forrest’s approach - asking for member feedback from your best clients - highlights the importance of not taking input from everyone about everything. Prioritize the individuals who use your facilities consistently, engage with your programs, and embody the values of your gym. Their insights can be incredibly valuable for several reasons:
- Tailored Improvements. Your best members can provide detailed feedback on what works well and what might need adjustment. This info allows you to make targeted improvements, from member experience to your gym’s overall environment.
- Innovative Ideas. Members who are deeply invested often have creative suggestions that can lead to new programs or services. Their fresh perspectives can help you stay ahead of trends and cater to evolving needs.
- Stronger Relationships. Regularly asking for member feedback demonstrates that you value their opinions and are committed to their satisfaction. This can foster a greater sense of brand loyalty for the long-term.
4. Bonus Tip: Implement a Member Feedback Loop.
To make the most of your members feedback, consider creating a consistent plan in your systems, policies and procedures. This could involve anything from surveys to one-on-one meetings or feedback forms.
Ensure that you act on the any pertinent feedback if it aligns with your goals for the business. Then communicate any changes or improvements made as a result. Transparency in how you handle suggestions not only shows respect for members’ input but also reinforces their role in shaping the gym’s future.
In Summary: Member Feedback Can Be Highly Beneficial for Gym Growth.
For gym owners, listening to member feedback is crucial for growth, but it's important to focus the right input from the right people.
First, remember not to take memberships personally. Second, regularly seek feedback from your most loyal clients. And third, show gratitude to your customers. By focusing on those who love your gym, you can foster a strong, supportive community while capturing valuable insights to improve your gym’s offerings. For all of these, consider a feedback loop that can help you consistently improve and transparently communicate to build trust and long-term member satisfaction.
