How can we build our memberships back up after relocating?
– A Local Fitness Business
When circumstances beyond their control forced a local outdoor gym to relocate to a site further from their existing customer base, their membership dropped steeply. They needed to rebuild their customer base while facing the challenges of the move.
What We Did
We began the project with the following time-bound sense-making activities.
Service Blueprinting – identified bottlenecks and inefficiencies in the current service.
Customer Review Analysis – revealed core service attributes.
Customer Survey – identified areas where improvement was most needed and added to our understanding of customer needs.
Founder Support – bi-weekly check-ins and quarterly planning and prioritisation.
Action
Once we understood the key issues, we were able to action the following.
Craft customer-led marketing messaging - a new headline message and set of clear hooks - and launch a campaign to attract new members.
Develop a programme of prioritised site and service improvements, including changes to the site (invested in overhead cover, matting, and branded windbreaks), a relationship-building onboarding email series, and changes to how membership credits are spent, making access more flexible while retaining reliable recurring revenue.
Impact
Increased new memberships by 63% in 6 months.
Retained 92% of existing memberships in the same period.