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24 Hour Fitness understands why their customers lapse

When we look at our value exchange with a gym, the most challenging part is maintaining our participation. For years, shortsighted gyms have enjoyed excess profits from people who pay but don't use the facilities. Now 24 Hour Fitness is confronting the issue and testing many different ways to keep their customers involved.

AdExchanger: 24 Hour Fitness Markets Mindset, Not Just Amenities, 2018-Apr-30, Interview of CMO Tom Lapcevic by Kelly Liyakasa

How are you balancing new member acquisition vs. retention?

We used to try to bring people in with offers, but our goal now is to reach out and get people engaged with fitness.

We look at information we have where we can help people, deliver them workouts, improve their ability to work out at home with video and help them overcome the intimidation of fitness. So, our first goal is to help people get started with fitness, whether they come to us or a competitor. We send millions of communications per month with the primary goal of helping people get engaged with fitness, and we hope, from a business perspective, we help them progress.

What’s your top challenge?

We don’t lose members to competitive facilities. We lose them to inactivity. It’s why we’re so focused on each phase of the consumer journey. When people do join us, we need to onboard them in an appropriate way, and when they walk into our clubs, we push a personalized workout to them because we’ll know what amenities and services they’ll have access to within a specific facility. We also wanted to create a delivery vehicle of programming and content to keep them engaged.

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