Driving Membership Growth with Employee Enhancement Programs

As early as 2008, NorthPointe understood the importance of workplace wellness and saw value in growing its corporate membership base. At that time NorthPointe launched a corporate membership program. It offered visit-based membership discounts, where eight visits garnered $8 off the next month’s dues, and 12 meant $12 off, etc. This approach was successful at first; however, by 2012 program participation had slowed down. This was due to a variety of reasons including limited marketing outreach, difficulty communicating the program’s benefits, and the discounts being billed in arrears, making them not only challenging to track but also lowering perceived value. Effectively managing the program and its associated reporting took excessive administrative hours, raising the program’s costs.

The Program offers three participation levels: “Start Up,” “Professional,” and “Enterprise,” and cost to employers ranges from $0 to just under $500. Each level includes a set of membership benefits employers can offer to their employees, from half-off NorthPointe enrollment fees and one guest pass per member, to free nutritional consultations and hosted educational fitness and wellness seminars at the employer. Because individual employee visits are no longer tracked, the Program’s administrative burden is reduced.

Program marketing efforts began with contacting the local Chambers of Commerce. Grassroots marketing got the Program off the ground, and ongoing relationship building continues to build Program participation among employers of all sizes ­— from “solopreneurs” to those with 500+ employees. NorthPointe Wellness’ sales team is also using a list of existing BHS Occupational Health clients to make warm calls to reach more Program participants.

• 144% increase in active corporate members between 2023 and 2024
• 125% of the 2023 NorthPointe total membership goal