Private and Semi-Private Clubs:
At Membership Renewal Services we recognize the unique aspects of the private and semi-private club experience. People join private/semi-private clubs to be associated with like minded people, and to be indentified by others as a member of that social group.
People also join private/semi-private clubs for the various facilities and services available at the club; be it playing golf, racquet sports, use of health club/spa/fitness facilities, pro-shop, world-class dining, dancing, in-club events and socials, and/or other social activities, including bridge, darts, cribbage, and curling, and/or the renting of the clubs’ private rooms for a party or special occasion - or a business lunch or meeting. In short, those who patron private and semi-private clubs demand that their varied needs are met.
Research indicates that members’ identification is positively related to perceived prestige of the private/semi-private club, the education level and/or calibre of other members, overall satisfaction level within the club, the high level of customer service provided, and of course the kind of services provided that meet membership needs.
Membership Renewal Services prides itself in delivering excellent customer service and customer relations to its clients, their members and potential clients. We understand the needs of existing members and potential new members are always paramount – and we endeavour to further these ends in our soft sell approach to all past and/or potential new members.
Membership Renewal Services also serves as a sounding board to both past and potential new members – so as to help determine their needs and preferences – both now and into the future. We pass on this information to each of our clients, so they are better able to deliver the kinds of services that most interest their particular membership base.
Membership Renewal Services also informs past and potential new members of the most recent changes made to the services and/or facilities at your establishment that may be of assistance in their joining/rejoining either now or in the near future.
Taken together, such two-way feedback helps instill greater customer loyalty in the long run and a feeling that past and potential new members are being heard – and their interests are truly being served. Moreover, most successful private/semi-private clubs build on their membership base through word of mouth recommendations by a friend/family member/business associate.
Membership Renewal Services is also then a good will ambassador - portraying your club in the most positive light possible, to help maintain your club’s good name and reputation, as well as informing past members and/or possible new members of the most recent changes to your club - and of course, current membership fees.
Membership Renewal Services provides the following services to private and semi-private clubs in the GTA:
- Membership Retention Program
- New Individual Membership Sales Program
- Existing and New Corporate Sales Program
- Development of Marketing Strategies and/or Their Implementation
- Golf Tournament Sales
To Contact Membership Renewal Services click here.
Public Clubs
Recent findings indicate that most independent public health clubs/fitness centres are finding it is increasingly difficult to maintain their existing membership base. It is a much different business world out there. Competition in all industries is fierce. Public health club/fitness centres are no exceptions to this new phenomenon.
For the moment, the market is overcrowded - with corporate chains in the public health club/fitness centre industry competing head-on with independent clubs for members. Corporate chains are providing deep discounts to individual and corporate members for their monthly/annual membership fees, hoping to win members away from other clubs - and to squeeze the independent clubs out of the industry. It is questionable whether this is a viable long term strategy on their part.
Nevertheless, in a relatively short period of time, there will be a shake-up and shake-out in the public health club/fitness centre industry in the Greater Toronto Area, as elsewhere. The sad fact is that a number of independent clubs will not survive. And those that do, will find that their profit margin has been seriously eroded.
To counter this, independent public health clubs/fitness centre’s require an aggressive membership campaign to retain old members and attract new members. A number of different marketing strategies are employed with varying degrees of success.
The major problem occurs when internal staff are diverted from their normal work duties to contact old members and/or attempt to solicit new individual and/or corporate members from outside. Most club staff are not experienced or trained in phone and/or outside sales - nor should they be. Their expertise is in showing their facility and explaining the various services available at their club to those who come through the door - or call to make an appointment - and to make their pitch and close the deal, with a contract signed.
The same can’t be said in cases where past members have not renewed their membership, or those who have filled out an information card, toured the facility but have not joined - or even new outside individual or corporate members. In most cases, potential members are initially shown some interest by internal staff, and there can even be phone contact made with them. However, it is usually not well organized or systematic – and the results are not very good. In a relatively short period of time, because this becomes a low revenue generator, these potential members are marginalized and/or neglected - and in some cases, where the demands of internal work duties are high, membership renewals and individual and corporate follow-ups are not bothered with at all.
During these highly competitive times, this is clearly a mistake. In the aggregate, every potential member should be seen as the difference in profitability - and in some cases - a club’s survival.
Whether it is membership renewal or new individual/corporate membership sales your club is interested in, Membership Renewal Services can help get the job done. With our combination soft-sell/hard-sell technique, and persistent pitch, we ensure positive results. Our unique call-back system also ensures that those who may join in the future will not be simply passed over - but instead will be contacted at the appropriate time and with the information they need to make an informed decision to rejoin/join. And best of all - there are no up-front or overhead costs to your club.
At Membership Renewal Services there are no wages or salaries to pay. All membership renewals and new membership/corporate sales are commission-based. Calls are made from our office, saving your club valuable physical space and costs required to set up call centre facilities.
To get an edge on your major competitors let Membership Renewal Services help your club with membership renewal, and/or new individual/corporate membership sales. We are available for short or longer term contracts. To see what Membership Renewal Services can do for your club, please contact us.
