Build Community to Keep People Engaged

[Jean-Francois Hivon]

On top of my work as a consultant, I double as an indoor group cycling instructor. If you have been in the fitness industry you know that there are 2 key challenges - utilization (how do we get people to use the gym) and drop-off/turnover (how do we keep people as clients). Obviously both are connected. In the last 2 years, we have begun to think about the factors that keep people engaged as clients (and in their fitness). Strategically, we have moved away from one person doing exercise to groups of people participating in exercise together. We now run over 140 classes a week and by and large, they are packed! What we have learned and has turned into our competitive advantage is that community increases utilization and reduces drop-off. In better terms, it keeps people engaged. What I believe is that many people are in search of community. They want to be part of something. Not necessarily something that is bigger than themselves, but something that stimulates friendship, support and allows them to be seen in a safe way.

Let me share a fascinating example of this principle. Last year, for various reasons, we decided to lock the doors to the cycling studio. Well - you can just imagine the response from members! Let me say, it wasn't pretty. And, we stuck to our decision. What happened next was what I want to share with you. Locking the door meant people had to sit outside the studio until the instructor arrived. That meant 15-20 minutes of uninterrupted together time. At first, people spoke to who they knew or stared at the wall. Within about 3 weeks, I had someone share with me that locking the doors was the best thing we could have done. This minor change to their environment stimulated conversation, encouraged people to get to know each other (if only each others names), and created a bond that supports their common interest - getting fit! To this day, 75-80% of people engaging in my classes are consistent. Yes - it fits into their schedule. Yes - they probably connect with me as the instructor (leader). AND Yes - we have strengthened that by building a small community, a place where they can been seen, acknowledged and know someone cares.