Latest News

Back to Latest News back


Fitness club members prefer email communication

Fitness club members prefer email communication
August 21, 2013

New information from the Fitness Industry Survey has revealed that fitness club members would prefer to receive an email from their club than any other form of communication.

The Survey recorded that 45% of fitness club members stated that email was their preferred communication channel with their club. With the next preferred method being an email newsletter, a combined total of 67% of members indicated that they prefer some form of email from their club.

However, clubs overwhelmingly prefer to communicate with members in person.

This information was given by nearly 20,000 fitness club members across Australia and New Zealand in the recent Fitness Industry Survey.

Commenting on the findings, Social Media Consultant and Impactiv8 Coach Loren Bartley explains "if used effectively, email can be perceived to be a more personal form of communication.

"Even when you are emailing out to your full database, you can still craft your email in such a way that the person receiving it feels like you are only writing to them, whereas it is obvious that is not the case when using the broadcast format of social media updates. But most importantly, if that is how your members prefer you to communicate with them, then you should give them what they want."

Ezypay Director of Sales, Marketing and Relationships Celeste Kirby-Brown believes "clubs are missing out on a big opportunity here.

"Email is a cheap and easy way to communicate with members and talking to members personally is just a waste of time and money - especially if they would prefer an email.

"Clubs need to be using a club management system like iconnect360 that allows you to communicate directly with members and stores the email history right there in the system. Clubs using iconnect360 can create email campaigns to prosects and also set up on going communication to members."

The Survey also reveals that 73% of former members of a fitness club would consider rejoining their former club, indicating considerable potential for clubs trying to win members back.

Survey shows that top four ways to do this:

1. Provide a no contract membership;

2. Don't increase their membership fee;

3. Offer then a no joining fee; or

4. Give them free personal training.

Kirby-Brown adds "clubs who have lists of ex-members should be trying to win them back.

"Sending ex-members emails with any of these four offers is a low cost and effective marketing strategy. They have told you how to win them back and also in what channel it really doesn't get better than that. "

Since 2008 Ezypay has been conducting the Fitness Industry Survey, surveying owners/managers and fitness club members across Australia and New Zealand.

The full member infograph can be viewed at



16th December 2011 - 7,500 RESPONSES TO AUS/NZ 2012 FITNESS SURVEY


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 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


Gunnebo is a global provider of security and access control solutions and services with sales companies in 31 countries in Europe, the Middle East, Africa, Asia, the Americas and Australia.…

read more

Attractions / Entertainment / Security / Ticketing / Venues


TouchCloud Global

Activating skyscapes for tourism, art, leisure and living TouchCloud Global (TCg) is a highly specialised international consultancy, broker and principal, devoted solely to activating and energising…

read more

Attractions / Consultants / Recreation / Safety / Tourism


Neptune Benson

Neptune Benson is a manufacturer of high quality water filtration and disinfection products for the recreational, industrial, and municipal water markets. With more than 20,000 installations…

read more

Aquatics / Design / Recreation


Abel Sports

INTRODUCTION Abel Sports is Australia’s leading manufacturer and suppliers of Goal Posts, sports ground safety netting systems and coaches boxes for Stadiums ,Sports Clubs, Councils and…

read more

Recreation / Sport / Venues



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

Hospitality / Retail / Technology / Venues


Aflex Inflatables

Aflex Inflatables are the leaders for obstacle courses, pool toys, waterparks and land-based watersides and fitness runs. They are industry leaders offering the widest range of pool, lake and beach…

read more

Aquatics / Play / Waterparks



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



About Priava's Technology -  Priava is a cloud-based and centralised venue and event management system aimed at venues of all sizes. With its familiar and easy-to-use web interface, the…

read more

Attractions / Billing / Entertainment / Events / Technology


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