Achieving Membership Milestones

Sparrow Michigan Athletic Club

The
Challenge

Attracting and maintaining membership is a perpetual challenge for health clubs. The initial surge of interest in early January, fueled by New Year’s resolutions, quickly wanes, making sustained member engagement a complex endeavor.

The Sparrow Michigan Athletic Club, one of the nation’s top five largest health clubs, boasts exceptional facilities and programs. These attributes make it an attractive choice for potential members upon their first visit. However, the primary obstacle remains to ensure a consistent influx of prospective members throughout the year.

The
Response

Truscott Rossman’s creative team has been instrumental in developing and implementing dynamic quarterly membership strategies for the Sparrow Michigan Athletic Club (MAC) over the past six years. Our approach has been multifaceted and innovative, involving targeted direct mail, outdoor advertising, strategic online advertising, and effective email campaigns. We constantly refine and rejuvenate these strategies, adding fresh elements to maintain the campaigns’ momentum and effectiveness.

Our efforts have been pivotal in continuously funneling qualified prospects to the MAC. This consistent stream of potential members has empowered the MAC’s staff not only to meet but also frequently surpass their membership targets. The club has acknowledged Truscott Rossman’s significant role in their success, attributing their ability to achieve, exceed, or even shatter their membership goals to our expertly crafted campaigns and unwavering commitment to excellence.