By: Christin Everson, MS

The start of the New Year can be a very busy time for gyms and fitness facilities: We’re welcoming new participants while also supporting our current participants. As people feel inspired to adopt new habits and achieve new goals, they hope that your facility and programs are the answer- The place they can be successful. It’s already hard enough for new exercisers to implement physical activity habits, so let’s rethink how we engage with our new members and make their experience in our gyms as positive as possible.

Here are five tips for creating an intentional experience that will support new members in their adherence to movement and increase retention for your business.

1. Welcome New Members with Intention

Think of your business as your home- which for many of us, it is, we spend more time there than we do in our actual home! How do you welcome people to your home? Do you let them come in and fend for themselves? No! You take their coat, offer them food and drink, and spend time connecting with them. In short, you provide them care. The standard model for gyms is to greet new members at the front desk, then let the member decide where they are going and what they are doing. Instead, give more care and attention to the new participant: Welcome them with excitement, and ask questions to gauge their understanding of the programs and facilities as well as their interests. Review your operations with them: do you use an app for scheduling? Help them download it and log in. Do you have a check-in process for classes? Discuss it with them. Do you have unique equipment that isn’t intuitive to a new exerciser? Take them through how to use it. Consider the experience new members have when they enter your facility. Provide a more robust welcoming process that helps the member feel taken care of, informed, and prepared to be successful with your business.

2. Over Communicate

Anticipate the needs of the new members and provide answers before they ask questions. Not only does this increase the participant's self-efficacy by having all the information they need to operate confidently, but it also increases their sense of belonging in your business.  Create a welcome packet or new member webpage to communicate with your new members. Provide them with all the information they will need to be successful and connected: Hours, contact info, parking or transit details, technology or systems you use, facility policies and etiquette you want them to abide by, equipment tutorials, and anything else that will prepare them to feel successful. Think something is obvious? It might not be to a new exerciser or someone new to your facility. The more you can anticipate the needs of new folks in your space, the more likely they will have positive experiences during a potentially vulnerable time. The more positive experiences they have, the more likely they will continue participating with you. Worried about communicating information someone already knows? Don’t be. I’ve never once had a member complain about being too informed.

3. Don’t Assume

There are more reasons than ever before that folks are choosing to engage in physical activity, yet it is still a common practice to make assumptions about new participants’ goals. Making assumptions about their goals or motivations can be harmful. We cannot know what is important to them without asking. Welcome new members and help them feel like they belong in your space by providing opportunities to share their reasons for participating with you. This can be accomplished in the onboarding process, with a new member survey, through social media, or through personal and direct conversations. Use these answers to engage with them meaningfully, share programming suggestions, and let it inform the education you provide them.  New members will feel like their needs are being addressed if you use language that connects to their needs.

4. Get them Connected

We know that the more connected members feel to you and your business, the more likely they will continue participating. Connection happens when there are opportunities to identify shared values and experience rapport. Members connect to your business in many ways: To the instructor or trainers individually, to other members, to a class experience as a whole, and to the larger community. It’s important to nurture each of these connection points. Here are suggestions for facilitating community connection right away: Instructors should make time before and after class to connect individually with each person, making a special effort to connect with new members. Use their name, ask questions, and share information about yourself. Take time in class or gym settings to introduce members to each other. Create opportunities for the class community to feel like they are one. Offer a new member's only specialty class or drop-in event. Create monthly or quarterly community events or opportunities to engage with each other. Connectedness is what keeps new members coming back.

5. Make the Member the Star

Undoubtedly, the fitness team creates energy and excitement for participants. Still, too often, we see the focus being placed on our high-energy trainers and instructors instead of focusing on the real stars: the members! We know our new members are potentially in a vulnerable stage of change, and one way we can support their adherence is to help them feel like they belong, matter, and are worthy of being in our space. We can achieve this through: Asking questions to get an understanding of their needs, interests, and experience level. Get to know them personally- where they work and their hobbies. Celebrate their wins, their presence, and their effort. It doesn’t matter how good the Instructors are or how fantastic your equipment is if the member doesn’t feel connected, they likely won’t return.  Treat the new members like the rockstars they are.

The new year brings a significant focus on behavior change and an influx of new members to your business. We know how challenging it is to change our habits, so it’s your job to make it easy for them to continue.  Positively impact your business and participants' health by being intentional, providing care, and focusing on the actual needs of your new members.

For more information on supporting new exercisers, check out my course, 10 Ways to Support the Adherence of New and Returning Exercisers.