Reward and engage

The “secret” to running a successful fitness business –?whether a single gym or a global chain with thousands of sites – can be boiled down to four words: Attract and retain members.

That’s the easy bit (identifying the “what” you need to do). Gym owners can, however, sometimes struggle with figuring out the “how” –?how can we achieve it.?

For me, one of the key “hows” is to engage with members in a meaningful way. Engaged members are more committed, more dedicated and more loyal to their gym. The really engaged ones aren’t simply members either –?they become advocates and word-of-mouth marketers, serving as brand ambassadors.

So, what is the secret to the “how” of engaging our members??

Well, thanks to insight from Mintel, we know that nearly a third (29%) of gym members say that a sense of community is essential. We also know that there is an increased demand for personalized fitness and wellness experiences. Furthermore, research tells us that for an individual to feel like a part of a community, it helps if they feel valued and appreciated.?

Being recognised for achievements is one way of doing all of this.?

Rewards programmes can play a role in nurturing long-term relationships between business and customers. The retail sector recognised this decades ago – reward schemes have long been a staple in their environments.?

In fitness too, rewards programmes can be hugely successful in improving engagement – which in turns can have a big impact on member retention.?

There are a number of different rewards schemes that, when applied correctly, can enhance retention and affect bottom lines in a positive way. From rewarding loyalty (handing out perks and/or gym gear) and incentivising new members (discounts and membership upgrades) to attracting new ones (free sessions, classes or personal training), rewards can serve as powerful motivators and, most importantly, drive engagement.?

The digital revolution we’ve witnessed since the pandemic has transformed the opportunities for gyms to conceptualise and execute reward schemes. With the proliferation of mobile apps and integrated platforms, clubs and studios now have the tools to seamlessly implement and manage their own reward programs.?

For example, digitalization can not only streamline the process of tracking member activities and redemption of rewards, but also open up new avenues for engagement beyond the confines of the gym floor. Rewards schemes can now be tailored to individual members, which make them both relevant and achievable.?

At Snap Fitness, we understand how important member engagement is. That’s why we have spent a lot of thought and time in creating truly inclusive gym environments and provide members with an omnichannel experience through our Snap App.?

To support our engagement strategies, we have also created a number of rewards systems, which are often localised to make them relevant to the members.?

Our programmes include points-based rewards, where members earn points for every gym visit, class attended, or milestone achieved. The points can then be redeemed for merchandise, discounts on supplements, or even complimentary sessions with personal trainers. We also run member referral programs (incentivizing members to refer friends and family), as well as member recognition schemes (celebrating member achievements, such as hitting weight loss goals or completing fitness challenges) which foster a sense of accomplishment and belonging.

We have also introduced a number of ways to incentivise and reward members following a recent update to our Snap App. For example, a selection of our UK & Ireland Snap Fitness locations have introduced the ‘Earn with Apple Watch’ programme which rewards members with credit back on their membership for completing the rings on their Apple Watch and racking up gym visits. Having this reward available is a subtle but effective way to motivate members and encourage them to use the gym and reap the benefits of exercise more often.

Partnerships with external businesses can also be used effectively for rewards schemes. In New Zealand, we have partnered with AIA Vitality, whose members were given the opportunity to join Snap Fitness on a new 12 month gym membership – and get their first 6 weeks free. Once they joined, members could then earn AIA Vitality Points every day they visited a Snap Fitness club.

I believe reward programmes can be a great way to engage your members. At Snap Fitness, we use a range of programmes and also place technology and data at the heart of our engagement strategies.?

If you want to discover more about how you can be a part of it, get in touch!