Member Retention

Member retention is vital for your fitness club. Our collection of fitness club member retention articles are written to help you retain your member base.

July 3, 2020
Have Fun and Be Excellent

(VIDEO TRANSLATION): Hi, Blair here with MXM, been rolling through our Member Experience Manual and how to create great front lines for delivering a phenomenal member experience. Going through our nine freedoms and obligations, we are on number 6. Quickly, so far they are: You are free to do whatever you think you need you […]

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July 1, 2020
Speak Up!!

(VIDEO TRANSCRIPTION): Hi there, Blair here with MXM. I've been going through some of the concepts we use to achieve best in class net promoter score, best in class staff friendliness scores. While being shutdown, our trailing 90 day staff friendliness scores, on every touch point, has a 9.3 as the lowest touchpoint. Highest was […]

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June 26, 2020
The Power of YES!!

(VIDEO TRANSCRIPTION): Hi, Blair here with MXM. I've been talking about our Member Experience Manual and the education that we do around it and the whole point of all that education and teaching what I've called is the Core Logic of the organization, Vision, Mission, Values. Now we're going to start talking about Freedoms and […]

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June 16, 2020
If you are not....you should!

(VIDEO TRANSCRIPTION): Hi, Blair here with MXM. I want to talk to you a little bit about the free Reopen Feedback System and it's highest and best use. What we've done is we've set up sampling on that to get a lot of responses right away so that when you go into that incredibly real […]

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June 10, 2020
Real Customer Example

(VIDEO TRANSCRIPTION): Hi, Blair here with MXM and we’ve been talking about VUCA, Volatility, Uncertainty, Complexity and Ambiguity, I’m going to give you a real example here. One of our customers that was using the Shutdown Feedback System, took the main themes and made lots of changes around those themes. They were closed just a […]

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June 5, 2020
If You Want To Sing, Sing!

(VIDEO TRANSCRIPTION): Hi, Blair here with MXM! I’ve started to reintroduce this concept of V.U.C.A. I’m going to really lean on this for a while, because Volatility, Uncertainty, Complexity and Ambiguity have always been there in our business but they are there now, much stronger than ever before with what’s happening coming out of this […]

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June 4, 2020
V.U.C.A

(VIDEO TRANSCRIPTION): Hi, Blair here with MXM. I’m wearing my Worx of Wenatchee Valley sweatshirt.  You might notice a similarity between the Worx logo and the MXM logo. That’s because they share so many of the same ideas about vision, values, and customer experience. In fact, so much of what we do at MXM is informed […]

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May 29, 2020
Social Proprioception

(VIDEO TRANSCRIPTION): Hi, Blair here with MXM. We did a lot with our staff to make them really aware of how they are perceived out on the workout floor, especially starting with trainers in a way to increase our trainers engagement with others, other than their own clients. All of this falls under the heading […]

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May 21, 2020
3 Ways to Create Change

(VIDEO TRANSCRIPTION): Hi, Blair here with MXM. We are all thinking about ways to improve the member experience so that we can improve member loyalty and have a higher return on investment. NPS is a leading indicator of that, that’s not how you manage the member experience, there are a lot of other things that […]

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May 20, 2020
Inputs of Increasing Member Loyalty

(VIDEO TRANSLATION): Hi there. Blair here with MXM. Yesterday on a call, we were talking about “what are the inputs of member loyalty”, or “increasing member loyalty”. This comes off the back of the conversation about influencing NPS. I have made the argument that the inputs are the number of changes you make. So, big […]

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May 19, 2020
Predictably Irrational

(VIDEO TRANSLATION): Blair here with MXM. I was in a conversation yesterday talking about a concept that Dan Ariely talks about in his book, “Predictably Irrational” regarding the difference between a social contract and a market contract. A purely market contract is pretty transactional, I’ll pay you this if you do that. And it’s a […]

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May 15, 2020
Reopening Has Begun!!

(VIDEO TRANSCRIPTION): Blair here with MXM. We have some of our customers coming back on and our philosophy here around sampling and understanding the customer experience, is Day One, Member One. Right now, start inviting them to provide feedback and make sure that feedback is coming into a voice of customer system that can give […]

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May 12, 2020
Be The Customer Experience Benchmark

(VIDEO TRANSCRIPTION): Hi, Blair here with MXM, last video I was talking about influencing NPS and I made the point that you are better off not thinking about influencing NPS, you are better off thinking about your member experience which increases member loyalty which brings a return on investment. While you are increasing that experience, […]

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May 8, 2020
Are Your Policies For Your Members?

(VIDEO TRANSCRIPTION): Hi, Blair here with MXM. One of the fears that most club owners have, even those that have reopened because they’ve only been open for a couple weeks, is "how many of my members are going to come back?" "How many new members am I going to get that are going to trust […]

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May 4, 2020
35% Of Club Members Are Saying...

(VIDEO TRANSCRIPTION): Hi, Blair here with MXM. We have just over 115,000 pieces of feedback from almost 600 clubs now using our free shutdown survey system or member feedback system I should say. A couple of interesting data points: About 68% of respondents are extremely likely (9's & 10's) to come back in and continue […]

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May 1, 2020
Understand Why Your Member Hired You

(VIDEO TRANSCRIPTION): Hi Blair here with MXM. Yesterday I started to talk about the Jobs To Be Done Theory and that you are getting somewhere when you can name competitors to the Job To Be Done that are not the usual suspects like another gym or another class or something like that. So when we […]

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April 30, 2020
'Jobs To Be Done' Aficionado

(VIDEO TRANSCRIPTION): Hi, Blair here from MXM. Over 100,000 pieces of feedback have come in from the Shutdown Survey. Again, that window is still open, it’s free to anyone in the fitness industry. Think beyond the survey, think about the system and the analytics around the data and the ability to drill in and find […]

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April 29, 2020
Two Ideas From Top Club Operators

(VIDEO TRANSCRIPTION): Hi, Blair here with MXM. I’m going to share two ideas with you that came from very good friends and colleagues of mine in the last few days. One from Scott Gillespie in Saco, Maine. He’s been doing his shutdown survey and getting some great information, great data. He shot about a 2-3 […]

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April 28, 2020
Light Speed Learning

(VIDEO TRANSCRIPTION): Hi, Blair here with MXM. Today we should cross 100,000 responses on our shutdown survey. Common metrics that allow clubs to compare against each other (you can’t see them and they can’t see you) but you can see where you are in a broader world for member experience while members are sitting at […]

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October 30, 2018
Top 3 Practices of Customer Experience Leaders

Okay, are you ready for this? These are lessons that I learned during my 20+ years managing health clubs. Simple to identify but harder to implement. Three practices used by top Customer Experience Management practitioners that can help you begin to manage the experience at your business vs. just putting out fires as fast as they […]

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November 5, 2018
We Say 'Yes'!

The product of the health club business is the member experience.  Just as the product of a restaurant is not only the food but the overall experience.Say this in a group of gym owner/operators and most will agree.  Asked if they deliver an excellent, average, or poor member experience and I bet at least 80% […]

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November 12, 2018
Training The Customer Experience Athlete

"Great athletes have great proprioception. Great customer experience athletes have great “social proprioception.” Proprioception is an individuals’ ability to sense where they are “in space.”  Without video, coach feedback, or seeing with one’s own eyes, they still have a high degree of awareness as to their entire body position. Rory McIlroy knows exactly where the club is […]

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March 4, 2019
Onboarding New Members

Once you have members signing up at you gym, you must ensure that the next step, the Member Onboarding Process, goes smoothly! Developing a frictionless onboarding strategy will maximize your member retention and improve your member experience. The most important time period in the membership lifecycle is the first four weeks, and you should be making contact frequently […]

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February 7, 2019
Fitness Center Employee Retention - Set the Right Tone

When your employee retention rate is as high as possible, it keeps the work and the cost down and it will also reflect in your levels of membership retention too. Hiring gym staff can be like jumping on a treadmill that’s reeled up to eleven; it’s hard work that takes all your time and another […]

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January 3, 2019
Top 6 Fitness Challenges to Engage and Retain Your Gym Members

The goal of all health clubs is to increase member engagement, because members that actually use your facility are more likely to continue to use the club. However, 44% of all gym members are showing up to health clubs less than four times a month, making them high cancellation risk members. It is difficult to entice those […]

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December 28, 2018
3 Key Things Your Customer Engagement Platform Should Provide

As we’ve discussed in previous blogs, a customer experience platform is one big way to stand out as a health club. It gives your customers a place to give feedback and be heard, and enhance their experience. But as a fitness club owner, what should you look for when finding the right customer experience platform? We’ve compiled […]

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December 27, 2018
CEM Products and Repeat Responders. Why Should I Listen to You Again?

I was talking to a customer the other day regarding his MXMetrics/Medallia CEM product and he said – “I think we should not be asking people to give us feedback so frequently.  I think it should be twice a year instead of four times because some people keep bringing up something we can’t do anything […]

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December 17, 2018
Increase The Survey Response Rate At Your Health Club

There are two things to consider, survey response volume and survey response rate and before we go straight into how to increase your response rate, let’s consider whether you need to or not. In a business to consumer (B2C) environment it is important to consider both response volume as well as response rates. In the […]

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December 3, 2018
How to Start a Gym Member Referral Program

There are thousands of ways to start a gym member referral program these days. Most referral programs offer an incentive of a free months of membership to your referring member. But, why not give out cash instead? If you own a gym, and you don’t currently run a ‘refer a friend’ type of program, you’re […]

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November 30, 2018
Building Relationships - How To Stand Out As A Health Club

Other fitness clubs can copy your successes, such as your facility, machines or prices. What they can’t copy is your relationship with your members. The best way to provide great customer service in your health club is to keep those relationships strong and meaningful. In a world with social media, online reviews and instant information […]

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November 27, 2018
Retention vs. Loyalty

You pride yourself on your club’s service and hospitality. You are much better today than you were yesterday but not nearly as good as you want to be tomorrow.  You work very hard to hire right, treat staff right, treat customers right, and to constantly improve. These efforts seem to be rewarded. The questions is can […]

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November 19, 2018
7 Rules For Being a Great Health Club Member

We write a lot about how to be a great health club and how to deliver great customer experience. We recently worked with Keith Catanzano of 2River Consulting in Washington DC to do someamazing segmentation on our member data.Keith created a “predictive model” using historic membership data to find our common segments reflecting different cancellation rates. This gave us […]

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November 16, 2018
Giving Your Clients a Voice: The Benefits of Customer Management Systems

As the owner of a gym or health club, you want to do whatever you can to stand out to your members. The little things can make a big difference in the long run, and help you promote your fitness club and be successful. One tool to do this is through a customer management software. […]

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Engage Members. Get Referrals.

Your members love to be heard. MXM provides the tools to listen. In fact, members who provide feedback are far more likely to recommend your business to others.
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