With a new year upon us, so is a new crowd at our favorite gyms and fitness centers. In 2018, 45% of Americans made a resolution “to lose weight or get in shape”. Research by Quicken noted that 56% of goal setters also put money down to help keep them from falling short on their resolution, typically somewhere between $100-$500 dollars, with about 12.5% of investors dishing out over $1,000 to stay on track.
As a gym owner, you have the ability to keep your customers — new and old — from becoming part of the staggering failed resolutions statistic (80% are over by February!) by continuing to invest in their health and your gym. But, with a never-ending assortment of traditional gym options on top of a growing list of online fitness communities, innovative apps, and wearable fitness accessories, it is becoming equally challenging to get people to your gym as it is to keep them there. Member retention is important, as it costs 6–7 times more to win a new customer than it does to keep a current one.
For these reasons — among many — customer experience at your gym is key. It makes your members feel like a valuable part of a fitness community, solidifies brand loyalty, and keeps people coming back. In addition to making the membership process enjoyable through payment plans, online resources, and flexible hours of operation, gym owners can increase the chances of retaining customers with the gym experience. In fact, research by Critical Mass found that 50% of gym members would be willing to pay an extra $10+ per month for exceptional customer service. With endless challengers to the conventional gym setting, customer experience is a critical differentiator. This can come in the form of in-house coaches or nutritionists, a custom gym app, refurbished facilities, or a thoughtful music selection to keep up motivation.
While all of the above options are valuable solutions to keeping people coming in the door, music might be the quickest and easiest way to make a noticeable difference in the member experience. Music provides a myriad of benefits from reduced physical and mental stress, to changed metabolic rates, to simply providing a distraction from the physical activity. Additionally, when movement is synced to the tempo of the music, it allows you to perform more efficiently and achieve greater endurance. Help your gym members enhance their workout by providing a heart-rate boosting playlist full of top hits and old classics.
Now, back to brand loyalty and its role in the customer experience. Anytime Fitness has found success leveraging software to create and automate unique audio experiences that weave custom messaging throughout their well-curated selection of high-energy playlists. These unique audio messages range from efficiency drivers, such as reminders to re-rack weights on the floor, to upsell opportunities like promotions for personal training, and customer experience enhancements such as rundowns of the latest health reports and information about exclusive member events.
Interested in learning more about using an Audio Experience Software (AES) platform and how audio can revolutionize the customer experience in your space like it has for Anytime Fitness? Request a demo of Vibenomics today, and learn how you can start creating on-brand music and messaging for your customers.