How to stop children dropping out of your club

“She’s lost interest.” Every club owner has heard it. It rarely means the child stopped liking the class. Usually it means they stopped noticing that they were getting better.

In the first few weeks everything is new: new friends, new skills, a new kit. Then the progress gets slower and harder to see, the novelty wears off, and something else starts competing for that evening.

Watch for month five

At our club, month five is when families are most likely to drift away. The excitement of starting has worn off, and the next big thing feels a long way off.

Members leaving is called churn. Every child who stays a few months longer adds to their lifetime value, which is why keeping members is worth so much effort.

Whenever it is at your club, the fix is the same: make sure there’s always something coming up, and put something worth staying for just before the point people usually leave.

1. Always be working towards something

A class is about learning, but it’s also their hobby and something they should look forward to. Children stay when there’s a goal they can see:

• a team routine they’re close to finishing
• a show or a competition coming up
• a grading, badge or new level
• a new skill the whole group is working on

If a child is three weeks from finishing a routine with their friends, they don’t want to miss it.

2. Put a milestone just before the dip

If most people drift at month five, give them something to earn at the end of month five. For example, every dancer who reaches five months becomes a Level 2 dancer, with a badge to go with it.

Tell them it’s coming. A child who knows they’ll be Level 2 at the end of this month talks about it at home, and a parent thinking about stopping usually waits until they’ve got it. By then the next goal is already in sight.

A new member’s first year

1. 1
2. 2
3. 3
4. 4
5. 5
6. 6
7. 7
8. 8
9. 9
10. 10
11. 11
12. 12

Months 1 to 4: everything’s new, and progress is easy to see.

Month 5: when families usually drift, so it’s when they become a Level 2 dancer.

After that: the next goal is already in sight, like a show, a competition or Level 3.

3. Make them feel part of something

Children stay for their friends and for the feeling of belonging to something important. Team names, club kit, shows, photos of the group and celebrating each other’s wins all help. So does a coach who knows every child’s name and what they’re working on.

4. Show parents the progress too

Parents pay, so parents need to see it working. They aren’t in the room every week. Send photos, news, milestones and show dates, so they can see their child growing in confidence and getting better.

5. Notice the quiet ones early

Most children don’t leave in one go. They miss a week, then two, then the parent cancels. Keep an eye on your registers, and when a child has missed a couple of sessions, send a short, kind message. No guilt, just “we’ve missed her, hope all is well.”

6. Offer pause instead of cancel

Exams, injuries and busy months happen. A pause keeps their place and their progress, and makes coming back easy. A cancellation usually means they’re gone for good.

A quick checklist

1. Find the month your members usually leave.
2. Put a milestone, badge or level just before it.
3. Always have the next routine, show or goal in sight.
4. Make children feel part of a team, and show parents the progress.
5. Message children who go quiet, and offer pause instead of cancel.

Questions