Adding value to your memberships

A common reason for clients to cancel their memberships in this scenario is that they believe the membership has lost its value with the closure of your business location. Therefore, your first step should be strengthening the value message of your membership.

Transition to remote services

In a best-case scenario, your business won’t have to suspend its services during a location closure. Thanks to Mindbody, social media, and virtual wellness offerings, taking your services online has never been easier. Live streaming services like a class or personal consultation allows you to maintain continuity of your services, and strengthen your connection with your members.

In addition to maintaining your services, online videos are a great way to create additional value to your memberships. This can be through member-only video content like instructional videos, nutrition tips, and more.

For more information on creating content for online services, check out our best practices for live streaming lesson path.

Rent out your equipment

Another way a temporary location closure can impact your clients is the loss of access to exercise equipment. You can address this need by renting out your business’ equipment. You can increase your membership’s value by making this a members-only feature, or create a separate paid membership and allow discounts for existing members.

Please note: we recommend working directly working with your legal counsel to ensure your business is protected from any liability that may stem from renting heavy equipment.

Now's the time to rent out your fitness equipment.

Re-establish your member community online

One of the greatest benefits of your business can be the sense of community built around its members and staff. Whether it provides support, accountability, or the simple pleasure of company, community can be one of the most important – and ineffable – parts of your business.

Just because your business needs to close its doors doesn’t mean that your community needs to close as well. Create a private Facebook group for members only, and encourage members to engage by sharing healthy recipes, Netflix recommendations, and more. Start at-home challenges your members can participate in to win rewards like discounts or free swag. Regularly post workout plans and other structured activities.

By maintaining this connection with your members, you’ll protect one of the most important parts of your membership’s value message.