Member Referrals Are Like a Box of Chocolates…Or Are They?
Grant Ian Gamble is a best-selling mindful leadership author and speaker. He has over 30 years of experience in leading teams to create innovative customer experiences, building engaged workforces, and developing leaders who prioritize mindfulness in their approach.
Referrals are the No.1 source of Members in the Fitness and Wellness Industry.
Here are some facts:
- Referrals are the number one source of new members across the fitness and wellness sector.
- $ROI is highest on Referrals when compared to all other marketing sources.
- Three quarters of all referrals come from ‘Promoters’ (high NPS* score) in the fitness and wellness sector.
- The avg. referral rate for Promoters = 58% when offered a referral opportunity.
- Prospective members are 4x more likely to join a gym if they were referred by a friend.
- In the fitness industry, referred members have historically had a 37% higher retention rate as opposed to non-referred members.**
And yet most clubs and club groups do a pretty average job garnering and leveraging referral opportunities. Asking random members for referrals is like ‘a box of chocolates’, you never know what you’ll get.
Whereas asking Promoters is almost guaranteed to be met with a positive response. Every club has its fair share of Detractors and Passively Satisfied members, but the Promoters have stated clearly that, they “Are likely to recommend the club to their friends, family and/or colleagues.”
AFFINITY OS™ automatically provides Promoters with a simple but compelling referral opportunity. The uptake and conversion is significantly higher than mass marketing offers to all club members.
Below are some averages for clubs using the AFFINITY OS Referral System:
- 52 promoters ave. per month = 30 referred prospective members per month
- Average conversion of referred members @ 85% = 25 new referred members per month
- If Ave. Lifetime Value per member = $2,500 those referrals add $62.5k each month
You can do your own math based on your LTV, but as Forrest Gump might say, “Referrals and growth go together like peas and carrots”.
** IHRSA attributes this higher retention rate to the social connections and sense of belonging that often comes with being referred by a friend or acquaintance.
Interested in learning more about how to transform your organization’s approach to team member engagement and customer experience? Reach out to our team at AFFINITY OS, specialists in AI-driven customer experience and team member engagement optimization.
Dive into the heart of exceptional leadership and customer-centric success with AOS Academy. Our certification courses, guided by the “PEOPLE FIRST, ALWAYS” mantra, are designed to support professionals as mindful, effective leaders and service providers.
By integrating key insights from Grant Ian Gamble’s best-selling mindful leadership book, “The Affinity Principle”, we focus on nurturing people-centric cultures of empathy, effective communication, and customer service excellence.
The AOS Academy is more than just training – it’s a journey towards personal and professional transformation, ensuring every interaction and decision is rooted in understanding and valuing people first.
AFFINITY Podcast
Put PEOPLE FIRST, ALWAYS and watch your business flourish.
Dive deep into the latest trends in customer experience and team engagement, mindful leadership and management. Discover practical tools and strategies that you can use to build a people-centric culture, the foundation for sustainable long-term business growth and success.
Led by mindful leadership expert, Grant Ian Gamble, a best-selling author and true visionary with over 30 years of experience in leading teams to create innovative customer experiences, building engaged, inspired and fulfilled workforces, and developing leaders who prioritize genuine connection in their approach.
The guiding principle behind all of Grant’s work is PEOPLE FIRST, ALWAYS.
More Articles:
The Art of Mindful Communication: How it Transformed My Leadership Style
Even though it’s been several decades, I’ll never forget the first time I truly recognized and leveraged mindful communication. It was mid-week and the office was humming with people engrossed in their work. I was sitting in my office, going through a seemingly never ending stream of emails.
Building a Company Culture that Nurtures and Retains Talent: How to Become an Employer of Choice
At no other point in recent history has attracting and retaining talent been as crucial to a company’s success. Labor shortages, aging populations, reduced immigration, and a long-term decline in labor force participation are creating immense pressure on employers to become an employer of choice. In this newsletter, I’ll explore the key steps to hiring well and building a company culture that nurtures, grows, and retains top talent, ensuring you stand out as an employer of choice in your industry.
Your Ultimate Recovery Resource: Unlocking the Secrets to Peak Performance and Well-being
As I dive into the world of recovery, I’ll uncover the science-backed benefits of each modality and share simple tips on how to incorporate these therapies into your wellness routine.
I’ll explore a variety of cutting-edge recovery techniques, including Hyperbaric Oxygen Therapy (HBOT), Cryotherapy, HOCATT, Pulsed Electromagnetic Field (PEMF) Therapy, Contrast Hydrotherapy (aka Hot and Cold Plunge Pool Therapy), Far Infrared Sauna Therapy, Red Light Therapy, Float Therapy (aka Sensory Deprivation Therapy), NormaTec Compression Therapy, BrainTap Therapy, and Percussion Therapy. I’ll also briefly explore modalities such as Integrative Medicine, Functional Medicine, Naturopathy, Nutrition Counseling, Physiotherapy, Osteopathy, Acupuncture and Traditional Chinese Medicine (TCM), Health Coaching, Life Coaching, and Executive Coaching.