What is a Member Journey and How can it Help Gym Owners Increase their Revenue?
The member journey is a map of how your customers interact with your company- from the time they hear about you, to their first purchase, through to their long term loyalty to your brand. It's important to know where your members are in their journey and what you can do to help them move further along and prevent drop off.
This article provides tips on increasing revenue by understanding the member journey at your fitness business. Whether you're just starting out or have been operating for many years, this guide will give you insight into why so many gyms struggle with membership retention rates and how it relates back to mapping the member journey.
The Importance of the Member Journey
In order to understand the importance, we first need to know what is the member journey:
The member journey is the path that a customer takes when interacting with your company. It usually starts with them hearing about you, and can include things like their first purchase and how long they stay a member. Mapping your member journey can help you understand where your members are in their journey and what you can do to help them move further along and prevent drop off.
The customer journeys are important for a few reasons.
First, it allows you to see where your members are in terms of their interaction with your company. This can help you determine what areas need improvement and how you can best assist your customers.
Secondly, the member journey helps you track the customer's purchase history. This information is valuable in understanding what products or services your customers are most interested in and how you can increase sales by appealing to their needs. Finally, tracking the member journey allows you to measure customer loyalty over time. This metric is important in determining the success of your business and how you can further engage with your customers to keep them coming back.
Mapping Your Gym's Member Journey
There are three stages to the member journey map:
1. Awareness: The customer has heard of your gym but may not have visited yet.
2. Evaluation: The customer is considering whether or not to join and is looking for information about your gym.
3. Loyalty: The customer has joined your gym and is a member.
Each stage has its own challenges and opportunities for increasing revenue.
The awareness stage is all about getting your gym in front of potential customers. This can be done in a number of ways, such as advertising, word-of-mouth, or online searches. In order to increase revenue during this stage, it's important to have a strong marketing strategy. This includes a mix of advertising, online and offline marketing, and good customer service. Your marketing should be tailored to your target audience and should focus on the benefits of your gym. Make sure your website is easy to navigate and provides all the information potential customers need (here are 10 ways website more delightful for new customers during the awareness stage). Be sure to respond promptly to any questions or concerns customers have.
At this point you want to be tracking where people are hearing about and which of your fitness marketing channels is most effective. Answering these questions can help you identify which channel to put more money into and which to shut down or ramp down based on what drives the most traffic and revenue to your business.
The evaluation stage is when customers are considering whether or not to join your gym. This is an important time, as you want to make sure your gym is top of mind when they're making their decision. In order to increase revenue during this stage, you need to provide a lot of information about your gym. This includes things like the location, hours of operation, types of classes offered, and what sets your gym apart from the competition. You should also prominently feature testimonials from happy members on your website and social media pages.
At this stage you may also consider having "competitor pages" which compares your services to other gyms in the area to highlight why you would be the better gym for your potential customers to join.
The loyalty stage is when customers have already joined your gym and are now looking for ways to get the most out of their membership. During the loyalty stage, it's important to provide member-focused promotions and discounts. This could include things like a free month of membership for signing up for a year, discounted rates for members who refer a friend, or a loyalty rewards program. You could also offer specialized classes or training sessions that are only open to members. Promote your gym's social media pages and encourage members to post about their experiences. Make sure your staff is knowledgeable about the products and services offered and is able to answer any questions customers may have.
At this stage you want to track how your NPS (Net Promoter Score). This is an indication of how many people are likely to refer your gym to their network. You can track this through a member satisfaction survey (learn how to build one here) or by providing personal referral codes to your champion members and tracking how many clients they each bring in. You may also want to track your retention rate or how long on average your clients stay at your gym. You can learn more about how to retain clients in the loyalty stage in our latest blog on gym member retention.
Increasing revenue is an important goal for any gym, and understanding the member journey is a key part of achieving that goal. By focusing on the three stages of the member journey map, you can develop strategies to increase revenue.
Tips to Increase Revenue Based on the Member Journey
- Advertise your gym in a variety of ways, such as online, offline, and word-of-mouth.
- Make sure your website is fairly simple to navigate while providing the information potential customers need.
- Respond promptly to any questions or concerns customers have.
- Provide a lot of information about your gym, including location, hours of operation, types of classes offered, and what sets your gym apart from the competition.
- prominently feature testimonials from happy members on your website and social media pages.
- Offer member-focused promotions and discounts, such as free months of membership or discounted rates for referrals.
- Promote your gym's social media pages
If you can understand the member journey map, you can better tailor your marketing strategy to increase revenue. Each stage of the member journey has its own challenges and opportunities for increasing revenue. Awareness is all about getting your gym in front of potential customers, while evaluation is when customers are considering whether or not to join. The loyalty stage is when customers have already joined and are looking for ways to get the most out of their membership. By focusing on these three stages, you can develop strategies to increase revenue. Advertise your gym in a variety of ways, make sure your website provides all the information potential customers need, respond promptly to any questions or concerns and provide a lot of information about your gym and prominently feature testimonials from happy members.