With clubs across the world facing total closures or severely limited operations during a global crisis with ever-changing effects, there are dozens of factors to consider—like how to manage your membership dues collection.
Your members will want to know what is being done with their membership—and soon. Can they cancel with no penalty? Freeze their membership for a month or two? Or will they continue to be charged? And if so, how much and for what in return?
Some club companies are able to offer a freeze on all billing until further notice, or credit the number of days closed to memberships once the clubs reopen. This might be a financially desirable option for your members, but is this option feasible for your business?
Realistically, for many clubs, collecting no membership revenue during this crisis is simply not an option.
“We got a lot of pushback on social media about doing free membership suspensions, but we made the decision not to,” said Colin Grant, CEO of Pure International Group, in his March 18, 2020, webinar. "We didn’t have the luxury.”
With a plan that considers the best interests of your business and your membership base, you can create a scenario that brings in much needed revenue, keeps staff employed, and keeps your members engaged—and healthy.