Maximise Membership Referrals

The best source of new leads for your club is your existing members. Getting your current members to sell your facility to their friends means that the hard work of selling is done for you and best of all, it’s cheap!!

Gym_pic_2Referral programmes get you new members AND your current members now have training partners and a sense of ownership, therefore increasing retention.

Of course, members are more likely to make a referral if there is something in it for them.  Offer a prize each month to the member who refers the most new members who sign up for 12 months.  In my experience, investing in an attractive prize doubles or triples the impact. A FLAT SCREEN TV, a BIKE, or even £100 CASH can generate around 30-40 new members EVERY MONTH, with the winner usually referring around 3-4 friends.

How to implement an effective referral campaign

Purchase a good-looking prize and display it in your reception with balloons and banners to catch people’s attention.

Put up signs around the club explaining that the member who refers the most new members this month will win this incredible prize.

Display a list of the members who have referred people to your club, complete with a running total.  You will find that if two of your members have referred the same number they will both try to get more new members in order to win the prize.

Present the winning member with their prize on the last day of the month – take a photo and put this on display.  Include a list of the other members who referred friends and thank everyone for their efforts.  Keep this picture displayed for the whole year and then add each new month’s winning picture.

Start the whole process again on the 1st of the following month with a different prize of similar value.

How to ensure your referral campaign is effective

Generating referrals is one of the best forms of marketing you can carry out.  It used to cost me only £100-£150 for the WHOLE MONTH.  An ad in the local paper costs £300-£500 PER DAY!!

Grant Harrison