The motivation to exercise can be put to the test by a series of factors that impacts a number of beginners to interrupt the habit of training, with the consequence of non-renewal if it is a pre-paid subscription or interruption in the case of a continuous course.
Strategies and initiatives to regain trust of lapsed members
Leave it to expire and then recall
Without any check on the expiring subscriptions, the staff in charge of proposing and selling the services of the centre periodically, typically once a month, take up the list of "non-renewed members" and contacts them again to know if they intend to re-register under the same conditions.
Letting their subscription expire and bidding back
Similar to the previous one, this pseudo method consists in contacting former members to offer them an advantage, typically an economic one, in the hope of a new registration. Although we have become accustomed to similar behaviour on the part of service providers, such as charges for pay-TV or telephony, this is certainly not a virtuous behaviour that could benefit the reputation of the brand, not least because, unlike other situations, the relationship established with people is much stronger and, moreover, the catchment area to avoid diluting with inconsistent behaviour, is decidedly more limited.
If you put yourself in the shoes of someone who received the offer, it could be perceived that people only feel treated exclusively as an economic value and not a "partner" before their subscription expired was defined.
Proposing return through facilitation
Leaving the logic of the discount it is possible to propose to former members specially designed service formulas that allow the re-activation after a period of new attendance. Particularly suitable for certain periods of the year, these initiatives must be perceived as a chance to try again with the aim of recovering what may not have worked. It is therefore possible to think of formulas for the summer that include different subscription periods to the classic proposals of the centre, even better if integrated with services of support to the result such as personal training, food programs with nutritionists and / or beauty treatments.
Alternatively or in addition, it is also valid to create short periods of free attendance reserved for former members who have their subscription expired within a certain period of time, with the aim of reassessing the quality of the fitness centres services, especially when there have been changes that have improved their perception of it. If investments have been made in the structure, equipment, staff or wellness experience in general, then it is a good opportunity to allow those who have abandoned, the evaluation of the change that, if not in new entry, will at least be useful to improve the memory and positive word of mouth. Show interest in their experience before their investment can be more effective in continuing the relationship and in this case the side effects are very minimal.
Propose highly customized solutions
Starting from the assumption that if the attendance is interrupted because something has not worked, it is up to the far-sighted professionals to question themselves and draw up a new path to involve the former members again.