Building a community – the key to retention and loyalty

Creating a vibrant, friendly and supportive community around a gym or health club is one of the most effective ways to ensure member retention and foster a loyal customer base. A strong sense of community enhances the overall member experience, encourages long-term commitment and often leads to word-of-mouth referrals?–?not to mention ensuring healthy bottom lines.??

The key question is: “how should gym operators go about creating that community feel??

At Snap Fitness we know a few things about communities, thanks to our approach to building inclusive, supportive fitness environments and our commitment to helping franchisees nurture thriving, loyal memberships at their sites.

Here are a few things we’ve learnt along the way.?

Extend the gym community to digital platforms

In today’s digital age, extending a gym’s presence beyond its physical location is essential. By leveraging digital platforms, operators can keep members connected and engaged even when they’re not at the gym.

A clever, community-first use of social media engagement can work wonders. Using platforms like Instagram, Facebook and TikTok to share workout tips, upcoming events and motivational content is great. But what really gets the chat going and brings people together is sharing member success stories. Encourage members to share their fitness journeys and tag your gym in their posts. This not only creates a sense of belonging but also helps attract new members.

I can’t stress enough the importance of having an omnichannel approach too, as it ensures seamless interactions across various touchpoints. Whether it’s through a mobile app, website, email newsletters, or social media, provide consistent and valuable content that keeps members informed and engaged.?

Offering a platform that offers online classes or virtual training sessions can also bridge the gap for members who may not always be able to visit the gym in person.

At Snap Fitness, we have done this through our innovative Snap App.

Focus (and deliver) an outstanding service?

In pretty much every sector, delivering exceptional customer service is key to success. But what does “exceptional” look like, when the goal is a positive gym environment which encourages a sense of community?

? Be there

When members feel valued and supported, they are more likely to stay loyal and recommend your gym to others.

? Engage and be positive?

Train your staff to provide friendly and attentive service. A welcoming smile, personalized greetings, and remembering members’ names can make a significant difference in how valued they feel.

??Provide clean and functional facilities that work –?each day

Ensure that your gym is always clean and well-maintained. Regularly check and service equipment to avoid breakdowns. A spotless and fully operational gym creates a positive vibe and encourages members to spend more time there.

Know who your members are

To deliver a service that is both high quality and relevant, you need to know your customers. At Snap Fitness, we wanted to get a 360-degree view of Snap Fitness members, as part of a larger project to realign our fitness offer. It was important to understand not just “who” our members were, but also:

? How they perceived Snap Fitness

? What their goals and needs were, and how we could meet them

??Why they had joined a gym –?and why Snap Fitness

We decided to use a platform called Medallia to survey our entire member experience. The intention was to thoroughly gauge the satisfaction levels with the core offerings of our products, services, and amenities, and to then identify areas of improvement and their potential solutions.?

Using the data from the Medallia implementation, we have been able to confidently make decisions which we know will always put the most important person, the gym-goers, first.

Encourage Social Interaction

Promoting social interaction among members can significantly enhance the sense of community. At Snap Fitness, we design gym layouts and schedules in a way which looks to facilitate connections before, during, and after workouts.

As well as arranging workout areas to encourage interaction, consider creating spaces where members can socialize, such as lounges or seating areas near the entrance or locker rooms. Group exercise classes and team-based activities also provide natural opportunities for members to connect.

Interactions don’t need to be limited to workouts or pre and post-training times. Organizing regular social events, such as group runs or themed workout sessions are a great way to get people interacting. They help members build relationships outside of their regular workout routines and foster a deeper sense of belonging.

Friendly competition and challenges are another way to motivate members and strengthen community bonds. By organizing engaging activities with rewards, you can create an exciting and supportive gym environment.

The Snap Fitness way

At Snap Fitness, it’s our view that building a supportive, inclusive and engaging gym environment, which in turn generates a community at each of our sites, requires a multifaceted approach.?

That’s why we provide all our franchisees the tools to do just that. By extending our presence to digital platforms, focusing on exceptional service, encouraging social interaction and providing best in class fitness opportunities, we make sure each Snap Fitness franchisee creates a loyal and enthusiastic member base.?

Ultimately, a strong community not only enhances the overall member experience but also encourages loyalty and drives long-term success through contributing to that all-important, positive bottom line.?

Want to know more about the Snap Fitness franchisee offer? Get in touch!