This white paper by Jim Thomas explains how gyms can strategically build a referral engine by transforming existing members into a primary sales force. Thomas emphasizes that relying on chance for word-of-mouth is insufficient and instead advocates for a structured approach that goes beyond simple discounts. The document outlines six key steps for creating a successful referral culture, beginning with staff training and visual reminders to make referrals a norm. It details creative reward systems like branded gear, VIP perks, and exclusive events to incentivize members, ensuring the process is user-friendly with shareable passes and trackable codes. The paper also stresses the importance of marketing the referral program robustly, training all team members to promote it, and consistently tracking metrics to measure and celebrate successes. Ultimately, Thomas asserts that a well-implemented referral program fosters consistent growth and strengthens gym community.www.fmconsulting.netwww.linkedin.com/in/jimthomasconsulting

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