Ways to Gain Participation

It requires much more than facilities and staff to have successful leisure programs. Members have options, and while it may be convenient to participate at their home club, other facilities are actively competing for their time on the courts and in the gym. Here are some ways to gain amenity participation and benefit your bottom line.

Use advanced communication systems. There are digital display boards which clubs can promote information at high visibility locations. The digital boards can show text, pictures and videos and are easily updated. Today, almost everyone has a smart phone, and companies can develop an app specifically for your club. As members frequently look at their phone, they can view your club's app to get current information, make a reservation or book a lesson.

Focus on beginner and novice participants. The biggest opportunity to grow leisure programs is with the many people who are not involved. As beginners can feel anxious and insecure, it is very important to create safe environments where they feel comfortable. Otherwise, a beginner may attend once yet not come back. Some instructors are not suited for beginners, and you need staff who enjoy delivering novice programs.

Systematically call prospects and new members. For example, the Tennis Director can work closely with the Membership Director to get current names and contact information for new members. Then, the Pro personally calls each new member, welcomes them to the club and invites to an activity, like a complimentary hitting session. Or, if the Membership Director has a good lead, who has not yet committed, with Management's approval the Pro can invite the prospect to a social program. The key here is the warm personal call and invite from the staff, preferably the Director, to the person.

Let people try before they buy. A Professional, who is very personable and skilled, knows that if someone participates once they will likely have a positive experience and come back. If your club charges for group fitness classes, let a member "try one on the house". Proactively inform the instructor about first-timers, so she can insure success. Other demonstrations that serve participation include free ½ hour personal training sessions and complimentary fitness center orientations. Grow your leisure programs one person at a time by positive initial experiences with staff.

Chris Hagman

www.atlrec.net

404-307-4893