Start from the previous membership
The caller could refer to a relationship the member already had with the gym. The return offer gave them a specific reason to take another look at that membership.
Named case study · Our team’s campaign experience
We helped Anytime Fitness win back former members. 15+ membership sign-ups in six months.
We called former gym members in Canada with an offer to rejoin.
The campaign brief
Give former members a reason to come back.
The campaign reached people in Canada who had previously held an Anytime Fitness membership. They already knew the gym. We could start the conversation with the decision that mattered to them. Would they be interested in coming back if there was an incentive to reactivate their membership? Explore Anytime Fitness memberships in Canada
How the calls worked
The incentive made the purpose of the call clear.
We contacted former members directly and explained what was available if they returned. The offer was tied to reactivating a membership, so the call could move from checking interest to asking for a sign-up.
Measure completed sign-ups
We tracked the result over six months. The figure counts former members who signed up again through the campaign.
Campaign results
Former members took up the offer.
Campaign figures. The sign-up count comes from the campaign team.
Apply the approach
Set up the return offer before the first call.
For a similar campaign, decide what a returning member gets and how they can reactivate before your team calls. Give callers a way to record who wants the details, who needs a callback, and who signs up. That lets the gym follow through on interest and measure the memberships it wins back.
What to say first
“You used to be a member here, and we have an incentive for former members who want to come back. Would you like me to walk you through the offer?”
If they want to know what they get
Explain the incentive and how rejoining works. Then ask “Would you like to reactivate, or would it help if I followed up after you’ve had a chance to think about it?”
Campaign FAQ
Questions about the Anytime Fitness campaign
Who did we call for Anytime Fitness?
We called former Anytime Fitness gym members in Canada.
What gave former members a reason to rejoin?
We offered an incentive to people who were considering reactivating their memberships.
What counted as a campaign result?
A membership sign-up from a former member who took up the rejoin offer.
How many membership sign-ups came from the campaign?
The campaign generated 15+ membership sign-ups over six months.
Talk to CallTeam
Have former members or customers you want to win back?
Tell us how members currently rejoin. We’ll help you fit the calls into that process.
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