What Keeps Your Members Coming Back?


As 2017 picks up its pace, I want you to take a moment to realize something.

Last Monday, I popped into class after a week and half out of the gym. I had tried to keep up my fitness while at home for the holidays, but it’s never the same. So upon my return from vacation, it is safe to say I was ready to get back into the gym.

Walking into my Box, I felt at home. I saw faces of friends and was greeted with a warm smile. My Coach welcomed me back and the class was full of members, most with the day off and ready to get their workout in.

I got to front squat with my workout buddy, and I got my heart rate up higher than it had been in a week — except for maybe when I ran up the stairs at home. And I left the gym glad to be back.

Affiliate, is this how your members react when they’ve been gone for a week? Are they happy to return, to jump back in, learn again and get stronger than before?

If not, why is that? Are your Coaches more worried about their athleticism than about the members? Has your plumbing been acting up for two years straight? Are you grumpy and take it out on anyone who walks through the door?

You can blame a lot of things, Affiliate — your space, your staff, your community. But there is much to be said about how you handle things and what that means for your business.

Months ago, I wrote about “Extreme Ownership,” and I want to bring that idea back into your mind for a moment.

Whether you like it or not, you are an owner of a business. You are running a gym and you have responsibility. I know you love to workout and do CrossFit, but you also need to run your Box. Get someone to help you. Organize. Whatever it is, Affiliate, get after making your business better because you are changing lives through it.

Ask yourself, what keeps your members coming back? And then, actually ask your members. Find out what they love about your gym, and capitalize on it. Because as the saying goes, if it ain’t broke, don’t fix it. But if it is broke, fix it or you will regret it.

You don’t have to reinvent the wheel; you simply need to understand what your people love about your business because they are at your Box’s core. If you’ve done it right, they will probably want what rings true with your core values, mission statement, etc.

Heather is the editor for Box Pro Magazine. Contact her at heather@peakemedia.com.