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Blog 20: Convert Guests into Health Club Memberships

The first place to start is to find out what percentage of prospects visit or call your health club each year and commit to some kind of loyalty program. This is a lot easier to track than most people think. Over and over, I talk about the necessity of research when it comes to effective health club marketing and professional health club membership sales. Again, I will show you how a little internal research will help you increase the health club’s overall closing percentages and therefore increase health club revenue with very little effort at all.

I personally love systems because once they are in place, all the employees have to do is follow instructions, but you must “inspect what you expect” to make sure they are following those instructions properly. I have put together a few forms to help health clubs track their info calls, i.e.’ 5 of those calls coming into the health club requesting information on health club packages, health club membership rates, etc. You can find these forms as part of the free download we offer on our site by clicking on this linkhttps://www.healthclubmarketingmmc.com/health-club-marketing-free-download-registration/.

The first form I want to mention is the “Info Call” sheet. This sheet gives you a ton of valuable information like the caller’s name, contact info, how they heard about your health club, and which staff member fielded the call. The caller’s name, contact info, and how they heard about your health club are all self-explanatory as far as why we want (MUST) to retrieve this information and to the value of this information. But why do we want to know who fielded the info call? By knowing who took the call, you can find out how well your staff is performing the job of engaging the customer/prospective member. At the end of each week, you can compare the info call sheet with your guest register (we will talk about this form next) and determine the percentage of people calling in compared to those that take the next step of visiting the health club.

The “Guest Register” will provide you with even more information but more importantly, it will tell you the conversion rate of info callers to guests and the conversion rate of guests into health club memberships. It too will give you an accurate assessment of your staff’s ability to lock up relationships for the health club. By simply knowing these two things, you can start working on ways to improve your staff’s conversion rate and the byproduct of that will be increased traffic and therefore increased health club membership revenue.

Learn to convert guests into loyal members of your health club and you will grow your health club and your health and fitness career.

For more free tips on increasing your health club membership base through health club marketing, health club promotions, professional health club membership sales, and advancing your health and fitness career visit us today @ www.healthclubmarketingmmc.com or call 904-448-5727.