We are the leading providers of kids fun multi-sports programs for Sport and Recreation Centres. Programs cover twelve common sports as well as Gross Motor Skill Development and suit children from as…read more
Almost half of fitness club members end their memberships within 12 months
The Australian fitness industry’s first ever retention report shows that 48% of club members give up their membership within 12 months.
The Fitness Industry Retention Report also shows that 62% of members aged 35 or above retain their membership for at least 12 months compared to 56% of members aged 16 to 34 years.
The just released report, compiled by UK-based fitness retention academic Dr Paul Bedford, shows that members who buy a rolling one-month membership stay longer than those who buy a three of six month memberships.
Backed by Life Fitness Australia and Fitness Australia, the research is based on input from more than 800 facilities representing almost a million members.
The comprehensive report addresses membership retention issues across a wide range of areas including, gender, age and payment terms as well as looking at retention in specific business types – studios, budget clubs, women-only clubs and ‘big box’ clubs.
It also covers different payment frequencies, showing that member attrition is not affected by their payment frequency.
Commenting on his findings, Dr Bedford stated “this report offers operators not only key related statistics, but a benchmark to measure retention against.
“It will have a wider impact on the approach used to manage sales, marketing and customer service and the recruitment and training of staff.”
Life Fitness Australia Managing Director Paul McClure added “(the past decade has seen) new business models, boutique offerings, emergence of fitness franchising, market consolidation and most importantly a growth in the number of Australians using fitness facilities.
“But the question of how do we retain our members is still paramount to success.
“Using Australian industry data this report outlines crucial insights that will help shape your retention strategy.”
Life Fitness has utilised the retention information from past reports in its own strategy toward incorporating technology, programming and new product integration.
Click here for more information.
Lower image: Dr Paul Bedford speaking at the Education Hub at the 2017 Fitness Show Sydney.
Article amended 10.30am, 1st May 2017.
19th April 2017 - RETENTION SOFTWARE ON DISPLAY AT FITNESS SHOW
25th March 2017 - FOUR DAYS OF BUSINESS EXPERTISE TO BE SHARED AT FILEX
24th March 2017 - FITNESS INDUSTRY BENEFITS FROM DECLINE IN SPORT PARTICIPATION
2nd November 2016 - LIFE FITNESS WELCOMES CYBEX TO BRAND FAMILY
21st January 2016 - MEMBERSHIP RETENTION LESSONS FROM 2015 THAT GYMS NEED TO KNOW IN 2016
Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?
The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.
However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.
Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.
Subscriptions cost just $90 a year.
Click here to subscribe.
The Complete Guide to Leisure Industry Products & Services.
Our range of lockers are manufactured using the latest in computer controlled machinery and installed by staff who believe in the importance of how the product looks, functions and works for you.…read more
BOCA invented the thermal ticket printer back in 1986 and almost 30 years on, it is the industry standard for thermal ticket printing. BOCA continue to put extensive resources into…read more
Digital solutions for Leisure and Entertainment businesses. Reservations, ticketing, point-of-sale, waivers, gift cards and more ROLLER is an all-in-one software solution for attractions, leisure and…read more
Aerobic Microphones Australia provides audio products for the fitness industry. Products include the sweat resistant Cyclemic and Aeromic headworn microphones and pouchbelts that are made in…read more
Intelligenz solutions provide integrated software for Wellness, Spa, Fitness, Leisure Centres, Recreation Activities, Resort and Restaurant Management.read more
Founded in 1961, Myrtha Pools® quickly became Italy’s première swimming pool company, and has since grown into one of the world's leading swimming pool construction…read more
Supreme Heating is a proud Australian owned company specialising in the latest energy efficient heating solutions. Since 1990, Supreme Heating has designed and installed commercial pool heating…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!