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How Social is Your Leisure Club?

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How Social is Your Leisure Club?

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Hopefully… very! The retention of a member that participates in social events held by the centre is far higher than one that doesn’t. So how do we encourage this to happen?

They may be hard work to organise and promote but social events make such a big difference to the member retention and feeling at a club. It is a great way for staff and members to communicate on a different level outside the gym. Despite the hard work, the rewards are definitely worth it.

We would suggest a minimum of two a year and certainly an annual Christmas party is essential. A members BBQ also a good option in the summer. You could even ask you local butcher or bakery to sponsor the event. Other events could include Mothers day, Fathers day, open days, fun runs, charity events, Easter egg hunts, trivia quiz nights, etc.

Many operators charge an entry fee, but if your budgets allow for it make the event free to enter with a free hot dog or burger. You will be assured of a good turnout and would get a return from secondary beverage sales.

Staff must be encouraged to really get behind the event and speak to members to ensure you get a good attendance. You can also offer free prizes, giveaways, special offers, games and activities on the day to encourage people to attend and bring their families along. A bouncy castle for the kids is always a winner!

If members feel connected to your centre socially then it will have a huge impact on your retention rate. Make two or three social events a year part of your ‘retention planner’.

Social events are just a small part of member retention; see our courses for more information on how to improve retention.

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