Improving Club Management with Technology Part 2: CRM Software

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In the first segment of our 5-part improving club management with technology, we discussed all the ways allowing your members the convenience of online joins and services will improve the member experience. Now, we’ll delve into tools that will allow you to reach members on a deeper level.

We can’t cover the topic of improving club member experience with technology without touching on CRM (customer relationship management) as a tool to understand and cater to your members and prospective members on a deeper level.

CRM is more than a more marketing automation tool – it unites sales, marketing and customer service across a single platform. Having a CRM in place boosts efficiency. Simple manual processes that take several man-hours can be streamlined into automated systems.

Below are a couple of examples of processes that could be automated so that one or more staff members can focus on building relationships with your club members.

New Member Onboarding
Do you know what your members are up to after their first visit? The first 120 days of a new member’s experience are crucial to helping them adopt new habits, feel comfortable in their routine and to help them find community at your club. Utilizing a CRM tool will allow you and your staff to see how active they are and what types communication and in-person interactions a new member has received.

Member Retention
New member engagement is critical, but don’t disregard those amazing members you’ve already got!

According to IHRSA, “While it’s easy to get swept up in sales and marketing outreach to attract new members, it’s critical for health club owners to spend just as much time on the ones they’ve got. It is proven that successful retention of members not only increases profitability, but will reduce the necessity to perpetually sell to a shrinking market.”

A couple of tips before you start to automate pieces of your member experience:
1. Know your audience – tailor your message based on demographics and interests. It’s better to build out multiple experiences based on different demographics if you can.
2. Consider the entire member experience before you hit SEND. Does the communication fit within the brand guidelines?

Member Feedback
How are you currently gathering member feedback? Do you store that information in your club management system under each member’s profile? Are you only looking at current members, or do you reach out to cancelled members as well?

CRM is a powerful tool to house member feedback and use it proactively! Here are some tips on soliciting feedback and using it to make your members feel more included at your health club.
” Reach out to both cancelled and current members for feedback. This will ensure that your most critical issues (like the ones that might have caused a cancellation) are not overlooked.
” Incorporate feedback into a member profile in your club management system This will allow you to see trends and make improvements to your facility or member experience.
” Compile feedback and use it as a tool to prioritize improvements and trainings at your health club. also allow you to view a member’s profile and see patterns of behavior and how they may or may not be related to reported problems at your club.
” Update members and cancelled members on the issues they’ve reported. Nothing is more frustrating to a member than completing feedback surveys and then never hearing about it again. By utilizing a CRM tool your staff will be able to see feedback in a member’s profile and staff can provide updates to the member as appropriate. Best of all, staff can build reports around this data collection and look for trends.

4 Club Operating Procedures that Ensure Efficiency During Peak January Join Time

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With the new year just around the corner, now is a great time for health club operators to ensure that good operating procedures are in place to handle the January Join frenzy.

  1. Online Joins

We live in a digital age – make joining your gym easy on potential new members. By allowing online joins, your prospects can join when it’s most convenient for their schedule. Industry statistics show that online joins boosts membership sales 10-15% per month, without adding additional staff.

  1. Proactive Account Updater

Does your billing software provide a service that automatically updates account information such as expiration dates or reissued card numbers? Help reduce card declines, additional fees and staff frustration by partnering with a software provider that allows for a better payment experience for your members and your staff.

  1. Optimizing Revenues (link to additional content piece)

In what ways could you optimize revenues and staff time next year? Check out our piece on the Top 3 Ways to Boost Your Club’s Bottom Line in 2018.

  1. Member Engagement

One last essential item to consider is how you will communicate with your members, new and old. According to the IHRSA Retention Report, “almost 90% of club members say they value communication from staff members.” Do you have the right tools in place to help automate some of this communication, such as a CRM or a Mobile App to stay in touch with members on the go?

Interested in learning how Daxko Spectrum can help streamline your processes and help grow your business? Contact us at

The Top 3 Ways to Boost Your Club’s Bottom Line in 2018

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Is improving your club’s bottom line on your list of new year’s resolutions? If so, read on. We have 3 ideas to help you generate more revenue to make 2018 your club’s best year yet!

  1. Recurring Revenues

Is your business model set up as pay-per-class or monthly recurring revenues? Businesses that incorporate a recurring revenue model (RRM) tend to make more money than pay-per-class-models. RRM allows you to forecast cash flows, ensures you are covering fixed expenses, contributes to client retention and strengthens your bottom line. Don’t just think about your membership dues when evaluating your revenue model; you can also roll child care, locker dues, massage packages, private lessons, personal training and camp into monthly recurring billing.

  1. Point of Sale (POS) Transactions

Do you have various items that you sell throughout your facility? Point of Sale transactions allow you to quickly recognize extra revenue such as gift cards, one-time child care fees, and more. From front desk to the pro shop, spa or café, allow your members and guests the freedom to make purchases and payments throughout your club. You want to ensure your software provider allows for easy end-of-day reconciliation, next day funding, and back-office integration.

  1. E-Commerce

A quick way to capture more sales opportunities is having your club management software integrate with your website. This enables you to provide online joins, program registration and appointment booking. Boost your membership sales, manage club services and create a paperless environment–without adding new staff–by giving your members and potential members the power to self-service on their own time.

Are you ready to have your biggest year yet? Does your club management software help you run your facility in a way that will maximize your revenues? Contact us at to learn how Daxko Spectrum can power your organization in 2018.