A client recently shared that she had joined a 24-hour fitness center six months ago — and that was the last time she had been there. The problem? She needed to make an appointment with someone to run her through the machines and help her set initial weights and targets — but staff were only available when she wasn’t. But here’s the real problem. How does a 24-hour fitness center not realize that a new customer hasn’t used her membership once? Why have they not reached out to her to see how they can help her get started — before her membership expires and she just goes away? Now look at yourself. How many of your customers aren’t using many of the benefits they could be enjoying? How many of them will just drift away? What should you do today to turn that around?