Strategies for Fostering Member Loyalty in Sports Clubs: A Comprehensive Approach

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Every season, sports centers, and specialized clubs are filled with people willing to fulfill their sporting goals. Just as happens after the summer, during the month of January there is a considerable increase in registrations in sports centers. But, just as they arrive, they end up leaving due to the impossibility of meeting objectives that are too high Or, simply, because of the difficulty involved in achieving results quickly to maintain motivation. Sports directors are aware that times like these are positive, but as summer approaches the number of members will decline considerably. Hence, having member loyalty programs in sports is of vital importance. Maintaining a stable number of members throughout the year, as well as maintaining a billing that is solid enough to cover the fixed expenses incurred by the center, are two of the most complicated tasks for sports managers today.

Therefore, in this article, methods and strategies will be proposed to retain customers in sports centers during the months with the lowest membership losses.

Loyalty and permanence in sports clubs

Without a doubt, currently, actions that aim to influence the behavior and loyalty of users in sports organizations have a very marked pattern.

On the one hand, the importance that social networks and online marketing campaigns have acquired in recent years is evident. An example of this is that, according to a study, 85% of sports managers carry out online communication actions aimed at building loyalty among their members (email campaigns or promotions on social networks).

Another of the actions most carried out by many sports centers is the organization of sporting events for members. These types of activities usually take place in places specially set up for the occasion or even on the street.

An example of this is the macro meetings of members on the beach or in the middle of the city to take classes led by sports instructors. It is an effective way to retain members, get out of the daily routine of sports activities, and also a good way to promote the sports center to all the people who do not know it. More than 50% of sports clubs use these types of methods to keep their clientele active. Finally, many sports centers use classic offers and promotions at specific times to get more customers, often collaborating with retailers with loyalty programs.

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But are these types of strategies sufficient when it comes to increasing the length of stay of members of a sports club, emphasizing loyalty programs for retailers? Without a doubt, these types of strategies are effective and necessary when it comes to maintaining members, but we must always try to perfect them to increase their effectiveness. For example, when carrying out online campaigns it is good to introduce a series of points that help enhance their effectiveness, including loyalty programs for retail stores. For example:

  • Use advertising on general social networks, segmenting the audience and the geographical area where we want to have the most impact (this type of action also serves to increase the number of members).
  • Emailing campaigns are increasingly used by sports centers, but this type of action needs to be professionalized (taking into account opening statistics, segmentation by user lists, personalized promotions…).
  • Social networks are also very useful when announcing new activities and sessions aimed at club members. In addition, keeping social profiles updated generates a feeling of permanent activity in the sports center, something positive for users who have more difficulties when it comes to keeping up to date with the latest news from their sports center.

To increase the list of subscribers to the newsletter and, therefore, have a greater reach when we send periodic emails, it would be interesting to include a form on the web for all those interested who want to have more information about registration or enrollment in the club.

These types of strategies serve both to retain the most regular users and to attract new subscribers to the sports center. Regarding the organization of sporting events to build member loyalty, it is also important to highlight some ideas for future sports managers, emphasizing loyalty programs for retailers. Limiting yourself to one type of activity is useful, but the most effective thing is to prepare different versions of the event with the same purpose so as not to tire the audience and segment the target audience. Actions can be carried out in this area as follows:

  • Events can be promoted with a charitable purpose that moves members and, in the process, helps promote the corporate culture of the sports center.
  • In addition to special events, club coaches can be urged to carry out – if the weather is good – their training outside the sports center facilities. These types of strategies are greatly appreciated by users and are key when it comes to deciding the balance between unsubscribing or remaining registered in the club.
  • Finally, special promotional campaigns must be planned correctly and with a calendar on the table. The reason for this statement is the need to take into account the most important dates (such as Valentine’s Day, Mother’s Day, or the arrival of summer), to send promotions through the global marketing strategy and ensure that members receive bonuses for being faithful and also for bringing acquaintances to the club.

Conclusion

In conclusion, member retention remains a pivotal challenge for sports clubs. Utilizing online campaigns, diversified events, and strategic collaborations with retailers offering nil athlete opportunities in sports prove effective. The emphasis on innovative promotions, segmented events, and consistent engagement fosters lasting member loyalty and sustains a thriving sports community.

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