Dealing with Frozen Members
Before the coronavirus pandemic, frozen members were estimated to make up less than 1% of a centre’s membership base, and many operators didn’t even provide the facility to freeze a membership, opting instead to allow people to cancel. This strategy varied from operator to operator depending on their membership model and culture towards enforcing membership contracts.
With the UK now entering another phase of lockdown many operators are once again allowing customers to freeze their membership whilst leisure facilities close their doors. In this short article we’ll give these operators a few tips on how to ensure these frozen customers, once again, become your regular customers in the future.
It is worth noting that the strategy to freeze members automatically during lockdown has not been adopted by all leisure centre, gyms and clubs across the country. Some have asked customers to continue to make payments, if they can financially afford to do so, in return for keeping the business afloat and receiving an online service (streaming classes, fitness challenges, virtual PT). Such businesses have seen as high as 80% of their membership base continue to support them with regular monthly fees.