10 People Joined Yesterday
Events since 2020 have significantly impacted not only attitudes to health and wellbeing but how people access and undertake activity.
This means as leisure operators we must evolve and think differently about how we attract, retain and support people.
Most operators have some form of acquisition, onboarding and retention processes in place but at TA6 we encourage them to ask the question “If 10 people joined yesterday, do you know what happened to them?”. This encourages you to analyse what you really know about your new customers and members and if you are really giving them the best initial experience into your services.
The TA6 philosophy of “Meeting People Where They Are” is built around the idea that every potential or new customer has different experience, expectations and needs from their engagement with activity and your facilities so a one-size fits all approach to member experience cannot support individuals.
The last few years has highlighted more then ever before that facilities aren’t the sole providers of exercise options. People can be active anywhere and access to online fitness, home equipment, advice and technology means there was potential for facilities to become obsolete. However, the leisure industry has shown a strong bounce back after long term closures. Why? Partly because of activities such as swimming that cannot be accessed elsewhere but mainly because people want to be part of a live experience, a community and have personal support, so we need to ensure we deliver this.
Route to Membership
There are multiple ways in which prospects and new customers become aware of your facilities, but do you effectively track this, and more importantly does this affect the next steps?
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