Attract Members Back to Your Facility After Reopening
For Gym Operators
Attract Members Back to Your Facility After Reopening
Many fitness facility doors have reopened after COVID-19 closures, though the environment looks and feels different. Operators have planned and prepared to provide a safe, clean, and inviting environment for all exercisers. But, now what? Every facility has a range of exercise demographics, so how does a facility ensure that they do the right things to attract each exerciser to return to the facility and its offerings?
As an operator, you will need to be alert to the unique characteristics of your exerciser demographics. Lean into specific traits, such as the spending habits and preferred methods of communication, rewards or recognition, and interaction of each generation to best direct your marketing efforts and your offerings.
Let’s take a look at some key exerciser demographics and dive into how you can fine-tune your communication and programming approaches so you can truly draw each exerciser back to your facility.
Baby Boomers (56-76 years old)
The Baby Boomer generation may also be referred to as ‘active aging.’ Many in this group have disposable income and will spend money when presented with factual relevance to support a quality purchase. Baby Boomers prefer in-person communication or by phone. However, this group demonstrates use of cell phones and desktop and laptop computers, and has embraced Facebook to remain connected with family and friends. In addition, they seek reward programs that provide a tangible reward, and not simply recognition. Baby Boomers want to feel valued and needed.
Here are a few takeaways to help Baby Boomers become some of your best customers:
- Connect personally with this group by name. Market services interactively via staffed tables in your facility lobby and through Facebook.
- Provide technology support for class registration, facility app usage, and on-demand services through specific staff assistance or creating an in-facility technology support center.
- Provide clear and scientific information in your marketing about the benefits of your facility programming or hiring a trainer.
- Provide discounts or facility credit for those who are faithful in their facility use or who spend money on good and services.
Generation X (39-54 years old)
Generation X has the highest debt load of all generations due to the demands of raising families, paying off student debt, and caring for aging parents, and thus, they are cautious with their money use and tend to focus on saving money. They rely heavily on their cell phone and prefer email or text communication that is direct and immediate. Generation X exercisers want personal feedback, or to easily understand “how is he/she doing?” They are independent and want to make decisions their way.
Here are some ways to efficiently and effectively connect with this busy generation:
- Position your communications and services in a technology-oriented manner and include all necessary information for facility hours, childcare, programming information, and pricing on your webpage or app platform.
- Consider offering facility programming that is personalized and data-driven, such as use of Myzone or other heart rate-tracking devices, and member wellness programs that provide direct and immediate feedback on personal well-being – all with a score-based system to identify “how is he/she doing?”
- Provide cost-effective programming that is easy to access on- or off-site.
- Provide a family-friendly facility that includes childcare services and programming.
Generation Y or Millennials (23-38 years old)
This exerciser demographic is primarily referred to as “Millennials.” They earn money so that they can spend money on conveniences and experiences. Millennials are comfortable with technology and rely on laptops, social media, and text to stay connected; due to being raised with technology at their fingertips, this generation expects “on-demand” services.
In addition, Millennials are socially conscious and pay attention to businesses that operate in the same manner. As of 2019, the U.S. Census Bureau cited that Millennials are the nation’s largest living adult generation. With such a large age range, it is essential to be sensitive to the varied needs of this generational group:
- Provide ways to “experience fitness” through effective, engaging, and community-oriented programming. Younger Millennials are very interested in their personal fitness and the experience of it.
- To accommodate scheduling flexibility and technology expectations, provide on-demand services that include a myriad of workout styles and instructor personalities. Engage this group through social media platforms.
- Fine-tune or upgrade your facility management system to offer a seamless and easy user experience.
- Share your community volunteer efforts, fundraisers, and holiday giving opportunities to drive brand loyalty.
- For older Millennials with young families, provide engaging and comprehensive childcare services and programming.
Know Your Generations to Create Consumers For Life
Now more than ever, operators are challenged with delivering a tailored experience for each exerciser. This will require knowledge of spending habits and preferred modes of communication, rewards, and interaction across all generations. In order to stay competitive and engaging, facilities must strategically market their programming and services in a way that is meaningful for each exerciser. With a few tweaks and considerations, you can continue to reopen with best practices to help exercisers want to return to your facility and continue returning for years to come.
Check out these additional resources to help your facility reopen smoothly:
Bounce Back Faster Operator Guide
Social Media How-To: Facebook Live