But, whilst those two activities are a given, a member’s return to their regular exercise routine at your club after a summer break spent relaxing in the garden, playing in the park or walking sandy beaches is far from guaranteed.

Whether a member has completely stopped attending over the summer months, paused their membership for their annual summer holiday/vacation (yet to return to your club) or just aren’t visiting as regularly as they were in the spring you need to make sure that this is just a seasonal blip and not a slippery slope towards membership cancellation.

Research shows that members who make at least 1 visit in a given month are 20% less likely to cancel their membership than members who don’t make a visit in a given month.

In order to get them re-engaged, you need to ensure you are delivering the experience your members desire and that you are effectively communicating the value of your offering and how it enhances their everyday lives.