Rewarding loyalty

Ferne Langford Partnerships Group Director Zoom Media

Isn’t it time we prioritise rewarding loyalty in the leisure sector?

With more competition than ever, the option for members to cancel at any time, and a plethora of pay as you go options available, isn’t it time we make sure members in the leisure sector feel truly valued?

While industries such as supermarkets, airlines, and hotels thrive on loyalty programs, most gyms overlook this crucial aspect of customer retention. I know that many people will quickly feel the need to defend their rewards programme, but if you think a 10% discount on a clothing brand or a free sweat towel on your birthday is an effective member reward – think again!

By analysing member data and the lifecycle patterns of your gym, you can pinpoint when members typically disengage

By analysing member data and the lifecycle patterns of your gym, you can pinpoint when members typically disengage. Whenever that point is, tailoring your reward scheme to re-engage members at the time it’s most needed can make your members feel valued, playing a crucial role in improving your retention rate, and therefore your bottom line. For example, if your gym is experiencing particularly high attrition after five months, consider the impact of implementing a genuinely valuable reward scheme or incentive that kicks in at month six.

On top of this, offering the same benefits and rewards to each of your members, regardless of their interests and habits, is unlikely to yield the best results. Operators need to actively analyse their member data and tailor rewards based on activity and trends, offering something of genuine interest to each member that feels unique to them.

With so many options for people looking to get active, and minimal barriers to switching to find the best deal, thinking longer term about rewarding members is the smart choice. I’d urge all gyms to allow your members to build up a suite of rewards and perks that makes them think twice about jumping ship, particularly for your longer-term members. You need to incentivise them to come back month after month, year after year, which takes more than just a free cup of coffee.