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Tuesday
Oct142014

Enhance Your Membership with Vendor Partnerships

Debra LeeCultivating member loyalty is a great way to create a sense of “community” within your club, and to differentiate it from the competition at the same time. A particularly effective way of doing so is to partner with local businesses in order to enhance the value of club membership.

One good example is the Member Savings Program, which is available to all 27,000 members of the Gainesville Health and Fitness Centers (GHFC), which operates three multipurpose facilities in Gainesville, Fla.

The idea originated in the 1970s, explains Debra Lee, the company’s director of marketing, when owner and President Joe Cirulli was brainstorming ways to help prospective members in terms of their monthly dues. “His idea,” she explains, “was to identify local businesses that they used on a regular basis, and to offer discounts that would help offset the cost of membership.”

Today, GHFC partners with more than 100 local firms that provide discounts to members upon presentation of their membership card. These businesses display the GHFC seal, and, in return, are allowed to market themselves, in an unobtrusive way, to club members. “It helps get our logo out there, and keeps our clubs top-of-mind,” observes Lee.

Go to CBI online to learn more about Gainesville’s reward program.

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