At Johnson Health Tech Australia (JHTA), we offer high quality, innovative products under six different brands: Matrix, Vision Fitness, Horizon Fitness, LiveStrong, Tempo and Treo. Each brand is…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
The Complete Guide to Leisure Industry Products & Services.
Aflex Technology are the experts in all things inflatable. They are industry leaders offering the widest range of pool, lake and beach inflatables on the market. All products…read more
Lander & Rogers' Sports Business Group is the leading sports law practice in Australia, representing over 150 national and international sporting bodies. Our clients include international…read more
As of 2018, TicketServ operates as SeatGeek Asia Pacific Pty Limited, part of international ticketing platform SeatGeek. Click here to contact SeatGeek Asia Pacific via their entry in…read more
Hadley Australia and Series Australia Pty Ltd are the leading quality theatre chair manufacturers in the southern hemisphere. The businesses work closely with architects, interior designers and…read more
Food Consultants Australia (FCA) helps clients grow theri food and beverage (F&B) offer, addressing declining sales and profit issues and bringing new ideas on how to increase customers'…read more
Principal Consultant Simon Weatherill has spent the last 20 years developing the world renowned Melbourne Sports Hub, as former Chief Executive Officer of the State Sports Centres Trust…read more
Ausfit began in 1992, providing software services to the health and fitness sector including ClubWise, a fully hosted web-based product which combines state of the art club 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!