One area in selling our memberships that we haven’t yet truly leveraged would be the initiation fee ($120).
In the past, this has been used as an easy sales tool by offering to waive the fee to help get the prospective member to agree to signing up. Unfortunately, by doing this we undermine our club and the investments that the management team have implemented over the years.
As part of our membership plans we want to make sure that we encourage all of our new members to pay for their initiation fee but to do this we need to be confident and understand exactly why we have this in the first place. Some of the key reasons why we have the initiation fee in place include:
- Administrative Costs
- Member Onboarding Expenses
- Equipment Maintenance and Upgrades
- Facility Upkeep and Improvements
It’s important to note that all online sign ups pay for the initiation fee without any issues so we shouldn’t have any issues (except for a few exceptions) when discussing the membership fees in-person. Charging an initiation fee may also help filter out individuals who are not genuinely committed to their fitness goals. It acts as a financial commitment, discouraging casual or non-committal members who might otherwise join and then quickly cancel.
Example Script:
“Your initiation fee helps us maintain the high standard of service and facilities that we're known for here at FIT. It covers our administrative costs such as setting up your membership account and providing you with access fobs for easy 24/7 access. Additionally, it contributes to our investment in your fitness journey, including a personalised consultation sessions and health assessments through our IN BODY scanner to ensure you get started on the right track.
Your initiation fee also goes towards the upkeep and upgrading of our state-of-the-art equipment, ensuring that you have access to top-quality machines and tools to support your fitness journey. Plus, it helps us maintain a clean, safe, and welcoming environment for all of our members.
By joining our club and paying the initiation fee, you become part of an exclusive community of fitness enthusiasts who are committed to their health and wellness goals. We're here to support you every step of the way, and your membership fees help us continue to provide the exceptional service and amenities that you deserve.”