The way you welcome new members into your gym can have an incredible impact on everything from brand loyalty to revenue and retention. And while you may experiment with various gym onboarding options, the key is to make sure you always have one in play.
PushPress data shows that a member’s first 90 days in your gym is one of the biggest indicators of long-term success. Those first 90 days are so important because it’s the foundation for them to be informed, prepared, comforted and motivated.
For some new members, intimidation is high when they first join. Perhaps they’ve never joined a gym before, or had a bad experience with one of your competitors. Other new members might be familiar with gym life, but remember that they’ve never been part of your gym. This means gym onboarding is a fantastic opportunity to get everyone up to speed in the areas that matter most.
Welcome to the Gym Onboarding Series! We’ll start about by outlining why having a solid onboarding plan matters. Then we’ll dive into each of the various options, including best practices. That way, you can choose which one is best for your members, and the long-term success of your business.
Five Reasons Gym Onboarding Matters.
1. Sets Clear Expectations.
Especially in an unfamiliar situation like joining a new gym, members can feel assured and confident if you set clear expectations through gym onboarding. By communicating what they should expect - and what’s expected of them in return - you lay the groundwork for a strong gym community.
This clarity can prevent misunderstandings that might otherwise lead to dissatisfaction, conflict or cancellations in the future.
Plus, covering topics like your gym systems, policies and procedures doesn’t have to be boring! Many gym owners come up with creative ways to inform and educate members in an entertaining way. This can be done with things like videos, challenges or events.
2. Enhances Your Gym Members’ Experience.
A well-planned onboarding process is part of creating the ultimate gym member experience.
Think of it like holding someone’s hand through every step of the first 90 days of membership. Inevitably, they’re going to have a ton of questions. And their questions will likely be the same as every other new person’s questions. Plus, they won’t know what they won’t know. So it’s up to you to fill in the gaps.
If that seems overwhelming, consider a gym CRM like PushPress Grow. It’s designed to automate communication during the gym onboarding process. The “First 90 Days” workflow is done for you and focuses on educating members while connecting them to your community.
Ultimately, creating a positive experience in the early days of someone’s membership has proven to lead to increased satisfaction and long-term loyalty.
Pro tip: Want to learn more about how PushPress Grow can automate your gym onboarding experience and save you time with the power of automation? Book a demo with our team today!
3. Creates Advocates for Your Brand.
When members love your gym and are seeing consistent results, they’re more likely to share their experience with friends and family, or to post about it on social media. Plus, happy members are often the best contributors to your gym referral program.
Remember, paid ads can be powerful, but word-of-mouth, referral-based marketing will always be the most effective way to attract new members. Keep this in mind as you choose the best gym onboarding experience for your community. That way, you can increase the chances of turning new members into brand advocates.
4. Reduces Member Churn.
If a high rate of turnover is a challenge for your gym, take a look at each stage of the member journey to determine where there’s room for improvement. If most of your churn comes from the first 90-120 days, refining your gym onboarding process could be a game-changer.
Think about the reason most people join your gym. They’re looking for your help with getting results. Most often, they’re looking for these results in fitness, nutrition or accountability. So make sure onboarding is focused on educating them, preparing them and showing them measurable results.
When you add in the accountability and connection to other members, you can greatly reduce the likelihood of them canceling at your gym.
5. Generates Upselling Opportunities.
Looking for opportunities to increase gym revenue? Of course you are! Onboarding is an ideal time to introduce members to additional programs or services at your gym. This can include options like hybrid memberships, personal training, nutrition coaching or individual design.
The first 90 days is the optimal time to get to know each new member’s goals. That way, you can tailor their plan with recommendations that are mutually beneficial. First, you’ll establish trust by recommending the best game plan. When they start to see results from it, you’ll increase member satisfaction. And your business will benefit from driving higher ACV (average client value).
The Three Most Common Gym Onboarding Options.
When it comes to onboarding new members at your gym, the three most common options are:
- One-on-one personal training (also referred to as “PT First”)
- Straight-to-class
- Introductory group classes
Each option has various pros and cons for different gyms, and you may need to experiment to find the one that works best for yours. For the remainder of the Gym Onboarding Series, we’ll explore each option, so you can decide where to start.
In Summary: Gym Onboarding is Crucial for Long-Term Success.
In the competitive fitness market, providing exceptional gym onboarding can set your gym apart. A well-designed onboarding experience serves as a bridge to help members feel informed, supported and connected, right from the start.
First, it sets clear expectations as to what new members can expect at your gym. Second, it enhances their experience and creates advocates for your brand. It can also help reduce churn to drive retention numbers up. And finally, it can generate upselling opportunities to increase gym revenue.
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