Turn 'get more members' into a real goal
Rewrite a vague membership-growth goal into a SMART operating goal.
The club's stated goal is: "Get more members this summer." The team needs an operating goal that guides actions and review. SMART: make the goal Specific, Measurable, Achievable, Relevant, and Time-bound. The common trap is adding a number without clarifying channel, deadline, or quality. "Add 100 members" is measurable, but it may still drive bad discounting or early churn. Specific Define the target as adult memberships from referral and trial-pass channels, not generic growth. Specificity tells the team which behaviors matter. Referral and trial-pass work needs different scripts, owners, and follow-up than corporate sales. Measurable Set the outcome as 45…
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