Your club is only as successful as the number of members that you're able to recruit. As a result, when membership suffers so does your business. If your club has seen its membership numbers decrease in recent years, there is usually a reason why. Your ability to turn things around depends on your ability to highlight the problem so that you can quickly come up with a resolution. To ensure you're on the right track, learn some common reasons why your membership could be falling.
Exclusivity
The reason your membership may have waned in recent years is that some people may not feel like they can join the club. The appeal of joining a club is the fact that you get to join an exclusive organization. However, you can be exclusive while also being inclusive. If people feel like they would not be welcomed at your club, they're more apt to shy away. Look for ways to market yourself as a special place, but a special place that is for all to enjoy.
Outdated Technology
Has your club kept up with the technology wave? For example, can members schedule bookings online? Is there an app where members can pay their membership fees? People want and need easy access, and if your business has not updated its technology systems, you're probably far behind the curve. As a result, your members may have gone elsewhere to clubs that make interacting and enjoying the club a more straightforward process.
Lack of Luxury Appeal
As previously stated, a private club should feel exclusive. So, creating some luxury appeal is essential. Improving your club in this area does not require a lot. For example, retraining your staff members to be more accommodating to guests by enhancing their customer service is but one low-cost way to improve the member experience. If members don't feel like they are getting their money's worth from their club experience, they may depart.
Membership Levels
Try to offer different membership levels. Not everyone has the same amount of money to invest in a membership, nor may they want to invest the same amount. When you offer tiers for membership, you automatically open your club to a larger group of people. If your club only has one membership option, you may deter some people who may not be interested in the specific type of membership option you offer.
Speak with a private club consulting firm to turn your club around. A consultant will review your business and highlight the problem. Then he or she will work aggressively with you to help you increase your membership numbers.