You do not have to look too far these days in order to find people taking their frustrations out online in response to health club membership price increases.
One look at blog posts and comment strings indicates price raises are a sore subject with many.
NYC Talking blasted a club for their apparently indiscriminate increases. And while one local gym asked for other operators’ insight on how to best raise their rates in a forum on BodyBuilding.com, the number of comments showed prices – like services – vary from gym to gym and city to city:
In fact, the result of rate increases has led to the desire for many gym goers to have a no frills facility available at all hours – which has been the foundation for new health club membership models such as seen in a recent post.
It’s obvious that dues hikes have a direct effect on member morale. It’s not surprising when members cancel their memberships in protest over increases, making it clear that health club owners and managers need to carefully consider the size of the hike as well as how it’s communicated.
This is especially important at the beginning of a new year – the time that clubs traditionally raise their health club membership dues.
So when you need to raise them, how do you determine what increase your members will bear with as little push back as possible?
Here is where some analysis goes a long way. Consider these three things when deciding how much you can afford to ask for when raising health club membership dues:
Health club membership dues hikes are a natural part of health club operation, but when you base your increases on measurable data, you’re more likely to avoid the loud backlash of members who feel your increases are not justified.
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