Latest News

Back to Latest News back

 

Almost half of fitness club members end their memberships within 12 months

Almost half of fitness club members end their memberships within 12 months
April 29, 2017

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.

27th April 2017 - FITNESS AUSTRALIA INTRODUCES NEW APP, ACCREDITATION PROGRAM AND AWARDS AT FITNESS SHOW SYDNEY

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

24th January 2017 - LIFE FITNESS PARTNERS WITH VIRZOOM TO PILOT VIRTUAL REALITY EXERCISE COMPETITIONS

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 

30th August 2015 - LATEST IHRSA MEMBER RETENTION REPORT EXAMINES LIKELY FITNESS CLUB PROMOTERS AND DETRACTORS


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.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

Mattioli

Mattioli provides award winning painting, flooring and waterproofing services to the aquatics and recreation sector. We’re recognised as the leading contractor in the industry with award-winning…

read more

Aquatics / Recreation / Safety

 
 

The Jump Pad

The Jump Pad is a safe, flat inflatable made in a variety of sizes which can be used indoor or outdoor. From 3mx3m up to a whopping 9mx21m. Markets include Indoor and outdoor playgrounds, schools,…

read more

Attractions / Entertainment / Play

 
 

HYPOXI Australia Pty Ltd

HYPOXI®  is one of Europe’s most successful health and weight loss studio concepts.  It’s the first weight loss technology to incorporate exercise with advanced vacuum and…

read more

Fitness / Technology / Wellness

 
 

Hydrocare Pool Services

Hydrocare Pool Services Pty Ltd offer 25 years of experience in aquatic industry features, products and water treatment. Hydrocare Pools has undertaken water treatment for aquatic centres and…

read more

Aquatics / Attractions / Play / Recreation / Technology

 
 

DEBITSUCCESS

Over the past 10 years Debitsuccess has been providing expert billing services to businesses across Australia. Debitsuccess is now the largest full service direct debit provider in Australasia,…

read more

Billing / Finance / Fitness / Golf / Recreation

 
 

Australian Innovative Systems

Australian Innovative Systems (AISystems) is a multi-award winning, Australian owned leader in the design, production and supply of commercial and residential chlorine generators and water…

read more

Aquatics / Safety / Technology

 
 

Life Fitness

Life Fitness Cardio Life Fitness Strength Hammer Strength Group Cycling Rowers Certified Refurbished Freeweights Benches & Racks Flooring Life Fitness is the global leader in the fitness…

read more

Fitness / Recreation / Technology / Wellness

 
 

Digonex

Digonex is a leading provider of customised dynamic pricing solutions to clients in arts and entertainment, sport, attractions, cultural institutions and retail sectors. Digonex’s technology is…

read more

Attractions / Entertainment / Sport / Technology / Ticketing

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business