Humanforce is a global provider of workforce management solutions for companies who need flexibility to manage complex workforces. Companies use Humanforce to manage everything from time and…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.
Solar Pool Heating & Swimming Pool Covers since 1974. Sunbather offer an Australian made product which undergoes continual development to enable you to trust in the Sunbather brand. We deliver a…read more
Commercial Aquatics Australia provides aquatic solutions nationwide and is one of the largest and most experienced companies specialising in the design, construction, renovation, service, maintenance…read more
Pico is a global leader in Total Brand Activation. We specialise in engaging people, creating experiences and activating brands. Leveraging a track record in experience design that spans half a…read more
AIS Water, the trading name of Australian Innovative Systems, is a multi-award winning, Australian owned leader in the design, production and supply of commercial and residential chlorine generators…read more
AUSTRALIAN MADE. BUILT NOT BOUGHT. AlphaFit is a 100% Australian owned family company manufacturing gear specifically for the strength and conditioning, functional fitness and high-performance…read more
Smart Connection Consultancy is a boutique sport and recreation consultancy who has become one of Australia’s leading advocates for the use of synthetic sports surfaces as a vehicle to grow…read more
At EventPro Software, we are proudly different from our industry competitors. We have a development-driven culture and 20 years’ experience in event, venue, and catering management software,…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!