In the spirit of getting ahead, the colder months are the time for swim clubs to sit down and look at the numbers as they prepare for the upcoming season. It’s all about being proactive with revenue tracking to maximize opportunities and make sure all of the membership slots are full going into opening day.
Membership coordinators – take special note. This is an essential responsibility of your role in setting and planning goals every year.
Here are a few of the important revenue reports to take a look at and why they matter in determining future goals:
Past Membership Reports
This report evaluates the overall success of the swim club year-over-year. It can show growth as membership numbers increase, slower summers where the membership slots didn’t fill, and more. These should be the base numbers for each goal for the upcoming season. This report can also show the demand of the swim club. If there is a waitlist, the club could consider growth opportunities to increase the number of membership slots each year.
Swim Team Reports
Swim team reports contain all details related to swim team numbers year-over-year. This can include how many swimmers signed up for each age group, how many have moved age groups, etc. This is another revenue channel that can determine membership success. Most clubs require membership before being on the swim team. By using the numbers from this report in comparison to the Past Membership Report, it is possible to determine how much revenue the swim team makes for the facility. It can also determine growth potential and give insight into where promotional dollars go based on the ROI of the swim team.
Swim Lesson Reports
Another revenue source for many swim clubs, specifically because they can occur before and during open hours, are swim lessons. Treat this report just like Swim Team Reports, focusing on past reports, demand, and impact on overall membership numbers. Use those numbers to decide the next steps for early promotional pushes.
The final revenue report is the club facility rentals (pool parties, etc.). This is a unique report because attendees of these rental events are not always members. Based on the numbers in the report and consideration of total memberships, this could be another revenue source to evaluate. If rentals are common, think about dedicating some of the budget to event promotion (this can even be done during the events already booked for nonmembers attending).
Overall, these reports are designed to assist in determining strengths and weaknesses in each revenue source and building a plan to target them.
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