How much money are you leaving on the table?

I went to the gym today as I was running on the treadmill my mind started to wonder.  I was at a Snap Fitness.  For all the people who dont know Snap.  It is a 24-7 gym.  The problem at my gym is no one is ever there. I understand that the concept of the 24-7 gym is for it to be mainly self sustaining but think about this.

We are strictly told that we are not supposed to let anyone in.  So if someone comes to the door who is going to answer it.  Nobody.  Even if I did help them in.  I could help them sign up.  How many sales are lost? I was told well we have a number they can call us.  Are you serious? I wonder how busy the other gym in town is.

However the biggest point I want to make is what happens to the people who quit in the summer?  I have been on and off at that gym for 6 years.  When I left the first time.  There was never any contact at all on their behalf to get in contact with me. Then when I wanted to sign up again they asked have you ever been here before? I answered yes.  They told me then their is a 150 fee.  I have never understood that.  Why is it that if I have done business with you in the past always paid you on time.  Why do you want to penalize me? Im sure there answer would be that is to retain you.  

My Solution

What I think would be great to see is a gym to understand their situation.

1. Eliminate the start up fee forever. 
2. Raise your prices November through March.  If hotels can do it so can you!!
3. Tell people you understand that they want to be outside in the summer so give them the okay to quit for the summer.
4. Package sessions.  Meaning if you are only going to be in Nov through March you are going to pay the highest rates.  Followed then by the people who come October through April.  Then the cheapest for the people who keep their package all year round.

Then the last thing I want to talk about is why do people not try and bring people back? So I give my one month notice and leave next month.  Why do I not receive any offer to bring me back?  Why do I not get a feedback card?


This isnt just in this industry even though it was the most obvious.  When that customer walks into your shoe store, car dealership, or hair salon, What are you doing to make sure they come back and buy from you the next time?