There’s a conversation I keep returning to—and it’s one many in our sector are starting to surface more openly:
What does it really take to turn a non-member into a lifelong advocate?
We’ve done a good job interrogating member behaviours over the years. Retention, satisfaction, engagement—they’re all familiar territory. But I’d argue that if we want true, sustainable growth, we need to get much better at understanding the emotional and experiential journey of non-members.
Because the real challenge isn’t just convincing someone to join.
It’s helping them feel like they belong.
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From access to impact
Non-members aren’t simply looking for access to a gym, a pool, a programme.
They’re looking for something that fits into their life, their identity, and often—quietly—their self-confidence.
They’re not choosing between Centre A and Centre B.
They’re deciding if this is the right time, the right space, and the right people to help them take a personal step forward.
So why do so many of our acquisition strategies still focus on features, price points and one-size-fits-all campaigns?
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What we need is a mindset shift.
It’s time to evolve from transactional tactics to transformational experiences.
Here’s what that looks like in practice:
- A meaningful welcome. Something more than a “tour.” An interaction that tells someone, you’re safe here, and we see you.
- Listening before leading. Not pushing programmes, but understanding goals.
- Flexible first steps. Trial offers that feel inviting, not conditional. Experiences that say “we’re with you,” not “prove you belong.”
- Consistency and connection. Follow-up that’s human, not templated. Messaging that continues the relationship, not just the sales cycle.
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Technology can help—but only when used intentionally.
The right software doesn’t replace the human experience—it enables it.
Tools like TRP (The Retention People) can help operators stay connected with users in a way that feels personal, relevant, and consistent. From automated but meaningful follow-ups to feedback loops that actually inform service, platforms like TRP aren’t just about ticking boxes—they’re about creating touchpoints that matter.
Used well, software becomes the silent partner in delivering exceptional experiences:
- Knowing when to reach out.
- Capturing the ‘why’ behind a visit.
- Nudging staff with prompts at just the right time.
That’s when data becomes insight, and insight becomes action.
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Imagine the difference this makes.
Picture a centre where new visitors are greeted by name.
Where trial users are paired with “connectors”—team members focused not on closing a sale, but creating a moment of trust.
Where every message, every interaction, reinforces the idea: this isn’t just a facility. It’s a place that gets me.
That’s where the magic happens.
It’s where someone goes from “I might join” to “I can’t imagine not being here.”
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Are we measuring what truly matters?
Yes, we need to know our conversion rates.
Yes, we should track lead funnels and onboarding journeys.
But we also need to ask:
- Did this person feel seen?
- Did they feel like this space could be theirs?
- Did their first experience spark a sense of identity alignment, not just interest?
We can’t automate belonging.
But we can design for it—with empathy, clarity, and courage.
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Let’s raise the bar.
If we’re serious about growth, we have to move beyond transactional wins.
Because it’s not enough to get people through the door—we need to give them a reason to stay.
Don’t sell them a membership. Invite them into a movement.