5 Proven Strategies to Combat Attrition Rates at Private Clubs
Attrition rates can be a major concern for private clubs, as retaining members is vital to a club's long-term success. The covid era brought in an unprecedented wave of new members at clubs across North America, but what that could mean for attrition rates in the immediate future is yet to be determined. With the right strategies in place, you can effectively combat attrition and keep your club thriving. In this post, we'll explore five of the best ways to combat attrition at private clubs.
Offer great programming
Provide high-level customer service
New amenities
Have a full pipeline of qualified leads
Encourage active social engagement at your club
Offer Great Programming
One of the most effective ways to combat attrition is to offer a variety of engaging and exciting programming options. These events must align with your membership demographic, which for the vast majority of clubs has changed considerably in recent years. This requires thorough consideration and creativity - putting together a small committee with diverse members is a great way to gauge which ones would be most successful and wanted by the membership. Whether it's sports events, childcare services, educational workshops, or social gatherings, having a full calendar of events will keep your members active and engaged with the club.
Provide High-Level Customer Service
Another imperative factor in retaining members is providing excellent customer service. From responding to inquiries in a timely manner, to going above and beyond to meet their needs, investing in top-notch customer service will show your members that you value their membership and are dedicated to making their experience at the club as enjoyable as possible. A positive membership experience will resonate with not only the membership but their guests, creating another avenue for new members to consider joining the club.
Introduce New Amenities Geared Towards Your Club's Demographic
Keeping your club fresh and relevant is important for retaining members, and introducing new amenities can be a great way to do just that. Consider the needs and interests of your club's demographic and tailor new offerings accordingly. Whether it's a new fitness center, a high-end lounge area, or a state-of-the-art golf simulator, having new and exciting amenities will keep members coming back.
Maintain a Full Pipeline of Qualified Leads
Having a steady stream of new members joining the club can help offset any attrition that may occur. Make sure you have a solid system in place for attracting and qualifying leads, and work to maintain a full pipeline of potential new members at all times. A club can at minimum maintain its financial viability by having a “net even” year, however as your club is nearing or has implemented waitlists, forced attrition through auditing and ensuring all members are paying equal dues amounts for equal access is something that can be a good thing in the long run. By keeping your pipeline full of qualified candidates, you can keep pressure on the marketplace and ensure your club is set up for long term success.
Encourage New Families to Get Involved in the Club's Social Aspects
Finally, building strong relationships and community within the club can help combat attrition. Encourage new families to get involved in social activities and events, and make sure they feel welcomed and included. Review your clubs onboarding process and consider ways to improve your process from day one. By creating a tight-knit community of like-minded individuals, you'll help ensure that members stay engaged and invested in the club for years to come.
In conclusion, combating attrition at private clubs requires a multifaceted approach, but by focusing on these five key strategies, you'll be well on your way to retaining your members and ensuring the long-term success of your club.
If you are a country club looking for a solution to attrition at your club, please reach out to Capstone Hospitality to learn more about how we can help combat attrition with our proven membership sales methods.
