Has your club implemented technologies that are not being utilized effectively for your business (CRM systems, website and online tools, email marketing, etc.)? Would you like to know how to make the most of these technologies and the valuable information that is already at your fingertips? This session outlines key factors that contribute to "unfavourable" retention rates experienced in many of today's fitness clubs and recreation facilities (high member expectations, insufficient staff resources, inefficient procedures to capture valuable member demographics and ineffective use of CRM systems and communication technologies) and provides strategies and procedures that enable club operators to better manage member communication outcomes.