How to Build an End-To-End Experience That Converts

Sara Perry

|

August 2, 2022

|

category

7

minute read

PUblished

August 2, 2022

Your members don’t want a mediocre club experience, they want the best.  

For your club to succeed, you need to create an experience that engages members at every step in their customer journey. Sales and membership expert Nick Thornton shared how you can create a club experience that attracts and retains members in his webinar.  

Here are the highlights:

Step 1: Engage Prospects

You may have put a lot of effort into making your facility’s entrance exciting, but did you give the same attention to your digital experience?  

Prospects want to engage with clubs through websites and apps. If a prospect Googled “health clubs near me,” would they find your website? Your digital presence matters as much as your physical location.  

Upgrade your club’s online presence by updating your:  

  1. Website
  1. SEO
  1. Digital Marketing
  1. Messaging
  1. Social Media  

Put It Into Practice

Investigate your outreach tools and experience your club from a prospect’s perspective. After filling out your own forms and searching for your club online, ask yourself:  

  1. How easy is it for prospects to find my club’s information?
  1. Are we letting prospects interact with us in the ways they want to?  
  1. What’s causing friction and keeping prospects from converting?  

Step 2: Increase Conversions

How are you following up with leads?  

Your prospects are looking at other clubs, so you need to be the first one to follow up. You have a 90% more likely chance of converting if you’re the first club to reach out to them. Using different methods of communication can improve your response time and let your prospects convert in the way they want to.

Cover more ground by following up via:  

  1. Email
  1. Phone Call
  1. Text Message

Put It Into Practice

Evaluate your member acquisition strategy and look for friction. After walking through each step of the sign-up process, ask yourself:  

  1. How long does it take to sign up?  
  1. How can we improve our response time?
  1. How many clicks does it take to purchase a membership?  

Step 3: Activate Members

Are your members active within your club?

If you want members to engage with your club, you need to make it easy for them. On average, adults spend 3.5 hours on their phones per day. Make that habit work for you by engaging your members with a club app.  

An engaging app should be:  

  1. Intuitive
  1. All-In-One
  1. Personalized

Put It Into Practice

Analyze your club’s mobile experience to find new ways to engage your members. After exploring your club’s app and website, ask yourself:  

  1. How quickly can members receive updates?  
  1. Is it easy for members to sign up for classes?
  1. Can our app offer members personalized recommendations?

Step 4: Customize Experiences

Are you creating unique member experiences?

Your members want a club experience that reflects who they are as individuals. 71% of consumers say that how well a company understands their individual needs impacts their loyalty. Strengthen your member relationships and improve retention by personalizing their membership journey.  

Create unique experiences by customizing your:

  1. Memberships
  1. Programming
  1. Facility Access
  1. Communication

Put It Into Practice

Evaluate your full membership journey, and look for ways to tailor it to your members’ specific wants and needs. While brainstorming ways to create unique experiences, ask yourself:  

  1. Can we create membership profiles?
  1. How are we communicating with each member?
  1. How can we use segmentation to personalize our member experience?

Step 5: Automate Admin  

Are your management systems slowing you down?

Your admin systems determine how efficient your staff and operations are. You need tools that manage your staff’s responsibilities while supporting your overall growth. Identify your inefficient processes and automate them.  

Your management system should:  

  1. Prevent Terminations
  1. Provide Guiding Data
  1. Give Your Staff More Time  
  1. Avoid Payment Decline Fees

Put It Into Practice

Take stock of your management systems and find pain points you can eliminate. While looking for redundant or inefficient systems, ask yourself:  

  1. Are we getting the data we need?
  1. Do our systems support our staff?
  1. Does our software proactively update member data?

Creating a great member experience isn’t a one-and-done task – you need to engage members at every step in their club journey.

What’s a Rich Text element?

Thi sis a

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

dadasd

Static and dynamic content editing. A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

ddddd

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

dsadadasdas

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

  • Just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection
  • Any collection and then connect
  • This i any collection and then connect

Into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

other articles

continued reading

4 Essentials Your Club Website Needs to Convert Leads

read article

4 Essentials Your Club Website Needs to Convert Leads

When you’re a business that lives and breathes by recurring revenue, a great member experience is crucial. It’s what drives retention and new member sales – your bottom line. And if your member experience begins and ends with the front door of your facility, you’re missing out on major opportunities.

Read Article

3 Tips to Make Your Fitness Sales Team More Efficient

read article

3 Tips to Make Your Fitness Sales Team More Efficient

The way you handle member relationships directly impacts how effective your sales team can be. Your club’s CRM software plays a pivotal role in maintaining positive member relationships but misusing it can slow your sales team down.

Read Article

How Avoiding Integration Stalls Your Club’s Growth

read article

How Avoiding Integration Stalls Your Club’s Growth

To grow your club, you need to focus on acquiring more and more members. Keeping up with the sheer number of new members your club brings in every month is a daunting task. Staying on top of every aspect of their membership is even more difficult, but it’s a crucial part of meeting your members’ needs. Let's chat about what an interconnected solution can do for you today!

Read Article

6 Questions to Ask When Planning a Fitness Marketing Campaign

read article

6 Questions to Ask When Planning a Fitness Marketing Campaign

We use marketing to inform how we feel about products and the businesses that sell them, and so do your members. If you want to connect with them online, your club campaigns need to cut through the noise.We’ve compiled six questions to guide your campaign planning and help you connect with your audience.

Read Article

How Crunch Fitness is Changing the Fitness Industry Game

read article

How Crunch Fitness is Changing the Fitness Industry Game

Read how Christian Dyer of Crunch Fitness continues to drive more leads and retain more members across 46 locations, and the overall impact to all 400+ Crunch locations.

Read Article

How to Engage and Retain Members After the New Year’s Rush

read article

How to Engage and Retain Members After the New Year’s Rush

Exercising more is one of the most common New Year’s resolutions, so your club may see an influx of new members inJanuary. While they may start their membership with every intention of staying, not every member will stick around all year.

Read Article

The Experience Episodes 8 & 9: Interview with Robert Brewster & Trent Bogh

read article

The Experience Episodes 8 & 9: Interview with Robert Brewster & Trent Bogh

In this two-part episode, Nick and Daron interview Robert Brewster and Trent Bogh and discuss discuss how to keep your team motivated and producing at a high level.

Read Article

Ready to outrival
the best?

Talk to our team and unlock your full potential.

Get a Demo
Get a Demo