We all know the importance of customer loyalty for businesses. But member loyalty is even more essential for gym owners than your average retail business.
“Why?” you might ask.
Loyal members drive revenue growth – they stay longer and are more likely to refer friends to your gym.
But how can we measure member loyalty?
NPS, or net promoter score, was devised to measure customer satisfaction based on the question:
“On a scale of 0 to 10, with 10 being most likely and 0 not likely at all, how likely are you to recommend us to a friend or family member?”
After surveying, scores are broken down into three categories:
- Promotors- respond with a score of 9 or 10. These are your loyal and enthusiastic members.
- Passives- respond with a score of 7 or 8. These members are satisfied with your gym but aren’t considered promoters.
- Detractors- respond with a score of 0 to 6. These members are unhappy with your gym, at risk of cancellation, and may even discourage others from using your gym.
Using these classifications net promoter score is calculated based on the percentage of promoters and detractors, with scores falling between –100 to 100.
% Promoters - % Detractors = Net Promoter Score
A gym’s NPS score is a way of numerically viewing both member satisfaction and loyalty to the gym.
Why is Net Promoter Score Important?
NPS is a simple, easy-to-complete survey, making it a way to monitor trends over time. Survey members quarterly or after significant changes at your gym to gain insight into the member experience and areas for improvement.
When reviewing your calculated NPS score, remember anything above 0 means your gym has more promoters than detractors. On average, NPS scores fall around +5, with scores over +50 considered “excellent.”
NPS is the single best way to understand member loyalty and gather data.
Over time, your gym can improve its score by turning more members into promoters, aiding in member retention and increasing the probability of members making referrals.
Tip: To gain even more insight from your NPS survey, consider including space for member feedback or following up with members on areas for improvement. This allows you to continually improve the member experience, giving members the experience that they're looking for.
Put Your NPS Score to Use
NPS is only effective if you act on the results, but don’t get too caught up in this singular number. Rather than focusing on your gym’s score, focus on improving your member experience. When members have a better experience at your gym, your NPS score naturally improves.
After calculating your NPS score, segment your responders into lists based on response.
- Promoters – Target your promoters for a referral campaign, testimonials, or reviews.
- Detractors – Consider targeting your detractors with an at-risk campaign or special offer.
Take a moment to look closely at your detractors. Is there a commonality? Are they taking the same class? Visiting at the same time? What insight can you gain from your detractors?
Don’t forget to follow up with your responders. Thank them for responding to your survey and ask for further feedback or areas for improvement.
Finally, act on the feedback you receive.
Show members you care about their experience by making changes based on the feedback you receive. Not only will you see your NPS score improve, but your members will be more willing to respond in the future because they know their voices are heard.
NPS is a valuable way to gain insight into your member’s experience, segment members for targeted campaigns, and monitor trends over time. Survey regularly and act on results to improve your member experience and grow your business.
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