Across industries, acquiring new customers is usually more costly than retaining current ones. For membership-driven businesses like an indoor sports facility, it is all the more important to maintain a high retention rate for a thriving community and consistent revenue. But keeping members engaged requires more than just a great facility—it takes strategy, personalization, and proactive management.
Through working with hundreds of sports facilities at Swift, we’ve learned what works best when it comes to membership retention. Here are 10 proven strategies to keep your members coming back month after month:
One of the most powerful ways to retain members is by creating a sense of belonging.
Bring members together through leagues, tournaments, and social events or “members-only” hours to encourage relationships and bonding. You can also create a private group chat, Discord server, or Facebook group for your members to interact in. To enhance the value and sense of exclusivity, use this group to give members a more direct line of communication with your coaching staff.
Capping how many memberships you offer is another way to create exclusivity. While there are practical reasons you might want to have a limit on the number of members at your facility, an advertised cap can further accentuate how exclusive and special being a member is.
We’ve also seen facilities use retail and product sales to further establish community amongst their members. For example, providing a shirt and welcome package to new members. Pro tip: Include a small initiation fee to offset this cost.
Creating a brand and making members feel a part of that will ensure your facility becomes more than just a place to train–it becomes a second home.
Not all members have the same needs or budgets. Offering tiered membership plans can help cater to a broader audience. Providing flexibility ensures members can find an option that fits their lifestyle, making them more likely to stay.
Here is an example of a tiered membership offering from our free baseball facility pricing guide:
Also consider offering a special downgrade offer when members request cancelling their membership. This is a common practice in the SaaS (software as a service) markets, but can be applied to your sports facility on a more personal level to your members.
Personalization goes a long way in keeping members engaged. Use facility management reports to track participation habits and tailor communications accordingly. Whether it’s a personalized birthday email, a recommendation for a new training program, or a reminder about their favourite class returning for the off-season, small gestures make a big impact.
Using Swift’s integration with Zapier can be a great way to go beyond automated reminder and confirmation emails, and send something more personalized for each program, class, or lesson you offer.
Check out this guide to see how the integration works, along with example ‘Zaps’ to send–automating your member experience further.
A seamless booking experience can make or break the member experience. Invest in modern scheduling software that allows members to book courts, training sessions, or classes online with ease.
With Swift, your members will gain access to a sports-specific scheduling platform with robust features like automated email and text reminders, members-only discounts, self-serve rescheduling, and much more–reducing frustration and improving overall satisfaction.
Loyalty programs encourage members to stick around.
Consider offering discounts on lessons, free guest passes, or exclusive access to special events for long-term members. Within Swift, you can create a loyalty program by setting a membership to “Private”, and assigning a subset of your member group this free membership to offer even further discounts on services.
Also, don’t underestimate the power of recognition.
Publicly recognizing loyal members—whether through a social media shoutout or a member-of-the-month program—also fosters deeper engagement.
No one likes surprises when it comes to increased membership fees, schedule changes, or facility policies. Keep communication open and clear through email updates, social media, and a well-maintained website. Transparency builds trust and reduces frustration, making it easier for members to commit long-term.
Your staff plays a crucial role in member retention.
A well-trained, friendly, and knowledgeable team can make members feel welcomed and supported. Invest in customer service training, ensure staff members are accessible, and encourage them to build relationships with members.
Regularly seek feedback from members through surveys or suggestion boxes, and—most importantly—act on it.
Address concerns, implement popular requests, and communicate updates to show members their opinions matter. When members see that their input leads to real changes, they feel more invested in the facility.
Members expect a clean, safe, and well-maintained environment.
Regular facility upgrades, new equipment, and investing in technology (such as a HitTrax for a baseball facility) demonstrate your commitment to contentious improvements. A modern facility is a major incentive for members to stay.
The needs and expectations of your members evolve over time.
Stay ahead by keeping an eye on industry trends, incorporating new programs, and offering fresh experiences. Whether it’s adding online coaching, expanding facility hours to 24/7 access, or integrating gamification features, being adaptable ensures your sports facility remains relevant and exciting.
Retention is the key to long-term success for any sports facility.
By implementing these 10 strategies, you can create an engaging, personalized, and seamless experience that keeps members coming back. Leveraging the reports and features of facility management software like Swift can help you grow your facility on auto-pilot.
If you found this article helpful and are interested in more tips and tricks on running a successful sports facility, read through our blog for additional insights.
Ready to run your business on autopilot? Book a free demo to speak to a member of our team.
