Keeping athletes coming back to clubs like figure skating, gymnastics, cheer, and dance can be a true game-changer. Sure, recruiting new members helps grow your club, but retaining the ones you already have? That’s where the real value lies. A supportive, engaging, and inspiring club environment can create a sense of loyalty that keeps athletes returning season after season. Here are some tried-and-true strategies to help increase retention, build loyalty, and grow a thriving club community.
1. Build a Strong Club Community
Athletes love being part of a team. Creating an environment where they feel supported by peers and coaches can go a long way.
- Encourage peer connections: Facilitate bonding through team activities, group sessions, and club outings.
- Host fun social events: Plan family-friendly gatherings, holiday parties, or off-mat/ice activities to help everyone feel connected.
- Start mentorship programs: Pair experienced athletes with newcomers, giving both a chance to connect and learn. It builds leadership skills for older athletes and provides guidance for the younger ones.
2. Focus on Athlete Development
Athletes are likely to stick around when they feel challenged and see progress.
- Personalize coaching: Create individual plans for each athlete based on their specific goals, whether it’s mastering a new skill or preparing for competitions.
- Celebrate milestones: Acknowledge athletes’ achievements, big or small. Whether it’s a new skill or personal confidence, celebrating progress keeps athletes motivated.
- Offer constructive feedback: Regular, supportive feedback helps athletes understand where they’re at and what they can improve, creating a positive, goal-oriented atmosphere.
3. Cultivate Long-Term Athlete Relationships
Loyalty grows over time, especially when athletes and their families feel part of something beyond just one season.
- Offer long-term membership options: Create loyalty programs or tiered memberships with perks like discounts, exclusive event access, or private coaching.
- Highlight long-standing members: Celebrate athletes who’ve been with the club for several years; they inspire younger members and bring a sense of tradition.
- Keep parents in the loop: Regularly engage parents through newsletters, parent-athlete events, and feedback opportunities to build a positive family connection.
4. Provide Unique Programs and Experiences
Athletes stick around when they feel they’re getting access to experiences they can’t get elsewhere.
- Introduce specialty workshops: Bring in guest coaches or run workshops for skills like choreography, advanced tumbling, or mental performance.
- Host athlete showcases: Give athletes opportunities to perform outside of competitions, adding extra motivation and making all that practice feel worthwhile.
- Add cross-training and wellness programs: Offer complementary activities like yoga, strength training, or nutrition coaching to enhance overall development.
5. Prioritize Mental Health and Wellbeing
Competitive sports are intense, and clubs that prioritize mental health often see higher loyalty from athletes and their families.
- Provide mental health resources: Make sports psychologists, mental health workshops, or mindfulness sessions available to help athletes manage stress.
- Encourage balance: Promote rest and recovery, emphasizing long-term growth over short-term gains.
- Foster a positive environment: Make mental wellness a core part of your club’s culture with open conversations about the challenges athletes face.
6. Stay Connected with Consistent Communication
Keeping up consistent communication with athletes and their families is essential for building trust.
- Send regular updates: Use newsletters, emails, or app notifications to keep everyone informed about upcoming events, competitions, and progress.
- Collect feedback: Check in regularly with athletes and parents through surveys or casual conversations to ensure you’re meeting their needs.
- Be transparent about policies: Open communication about expectations, fees, and future plans helps build trust and reduces attrition due to misunderstandings.
7. Use Technology for a Smooth Experience
Simplifying administrative tasks can enhance the experience for athletes and families, ultimately improving retention.
- Implement club management software: Tools like Uplifter streamline registration, scheduling, payments, and communication, letting everyone focus on what they love—training and performance. For example, The Ice Palace implemented Uplifter software and cut down on their administration time and costs by at least 75% for registrations – drastically reducing the time it takes to set up registrations by using Uplifter’s program cloning features, all the while, growing their membership by more than 35%.
- Offer online access to schedules and progress: Allowing athletes and families to monitor progress, events, and goals helps build accountability and keeps everyone engaged. For example, Barb Yackel, owner of 3 skating organizations, streamlined everything with Uplifer and experienced at least a 10% cost savings overall based on the streamlining alone.
8. Incentivize Loyalty
Rewarding athletes for their commitment reinforces the value of staying with your club.
- Create a loyalty program: Offer perks like merchandise discounts, exclusive training sessions, or early registration for athletes who’ve been around for several years.
- Start a referral program: Encourage athletes to bring friends along by rewarding referrals with things like free lessons, club swag, or monthly fee discounts.
Wrapping Up
Retaining athletes is about more than just top-notch instruction—it’s about fostering a welcoming environment where they feel valued, supported, and motivated to continue their journey. By focusing on strong relationships, individualized growth, mental health, and easy-to-use technology, your club can build loyalty, improve retention, and create a flourishing community of athletes who love being a part of your club.
