Member retention is not a simple equation. It's a personalized approach to building a better relationship with each of your members. It's about providing them with the value they are seeking and solving the problems they thought you could help with.
Secondly, improving your membership retention rate can also improve your rate of growth. With a more consistent consumer base, meaningful relationships between these regular members (and even between staff and members) are more likely to develop. This sense of belonging can drastically improve the member experience.
Why focus on retention? Because you can’t afford not to. Experts estimate that it can cost as much as five times more to attract new members than it does to keep existing ones.
One of the ways that we like to keep our members engaged and our member retention high is by issuing challenges. Some are personal, some are to raise funds for charities, some are to compete against each other, but whatever it is, the intent is to keep our members engaged. This is especially important during the past year of COVID.
We just finished a 2.5-month Kilometer Challenge inside of Team Triumph, where the members formed teams of 4 and racked up kilometres by biking, swimming and running/walking. We had 11 teams. Teams were randomly picked at the start of the challenge to encourage members to get to know each of their teammates putting faces to names and bonding through a common goal. Everyone had an amazing time.
For the month of March we issued not 1, not 2 but 3 challenge options for our members, encouraging them to donate after the challenge to THE SJAM, RIDEAU WINTER TRAIL OR SKI HERITAGE EAST TRAILS. You can see two of our challengers below.
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Without your members/clients, you would not have a business. They deserve to be nurtured and stimulated. Let them know they are valued.
I wanted to let you know that the Perth triathlon was a great experience, I somehow placed third in my age group! What a supportive group of participants (including Team Triumph athletes), cheering bystanders and volunteers.Thanks to your swim lessons, I learned the technical basics and gained confidence to get back in the pool after decades. And it was really special doing this with Ann Laidlaw, my bestie for many years. We did a couple of additional swims with Kevin and Team Triumph people, also a great way to continue learning and practicing good technical form.I will continue with lane swimming and who knows, maybe there's another triathlon in my future!
I love the accountability and the structure of the Virtual 70.3 Half Ironman training program. I don't think I would have gotten this far without the program. The accountability is huge for me!
Deborah Jackman
My coach Kevin Willis is amazing. His swim practices have been a real game-changer for me. A great communicator regardless of your swim level. The whole club is supportive of everything you do. You don't need to be an Ironman to benefit from their programs. 5 stars all around!!! - Denise Pittuck