Engagement is one of the biggest challenges facing any gym, whether a franchise or an independent location. It’s common for many people to join a gym only for the membership to go unused. To maintain a healthy membership level and turn a profit, you’ll need to engage your customers enough to keep them coming back and recognize the value of paying their monthly dues.
It’s helpful for the owner of a gym franchise, or at least a general manager, to be very involved in the day-to-day operations of the location. Being an active owner or manager can be as simple as walking around the gym, meeting people, and introducing yourself. That connection will humanize the business and help you understand what your customers want and need. Rather than seeing your location as just another franchise for a large brand, the gym members will come to know that the owner is one of their neighbors, and this is a business worth supporting.
Lower the Barrier to Entry
Gyms can be intimidating places. For someone who is hoping to get in shape and has never worked out before, it can be scary to walk into a gym alone and try to figure out what to do. This is an opportunity for you to offer classes, orientations, and other benefits to help new members get comfortable and get off to a good start. Getting to know members is about more than just being nice; getting members off to a good start will make it far more likely that they’ll stick around for the long run. You want your gym to be a welcoming, inclusive place where everyone feels comfortable, and establishing that sort of environment requires consistent, intentional action.