How to keep your members

To be a successful club it is important that your members feel like they belong to a community and think of the other members and management as an extended family.

The majority of your members attend your facility because they want to interact while playing squash. If they wanted to be left alone they wouldn’t have come in the first place. By facilitating social relationships with your members you are also helping drive long-term retention. It is easier to walk away from a transactional relationship than it is from a relationship that is more personal. To help establish a stronger club to member relationships, you need to engage with your members.

Think about how you feel when you walk into a business and no one notices you. You get what you came for, you pay and you leave… possibly to never come back again. Now think about the times when you walk into a business and the staff get to know you, they ask how you are and how they can help. There is a good chance that you will go back time and time again and even tell other about it.

Clubs that are looking to grow, want their members to feel part of a community so they tell their family and friends how awesome it is there. It all starts with the culture of the club. Everyone has a part to play. This doesn’t mean just saying hello. Interact with your fellow members (especially the new ones), build some form of personal connection and they will stay longer.