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Latest IHRSA member retention report examines likely fitness club promoters and detractors
The International Health, Racquet & Sportsclub Association's newly released Member Retention Report (Volume 3, Issue 1): What Differentiates Promoters from Detractors? focuses on the impact of the Net Promoter Score® on club member retention.
Conducted in partnership with The Retention People (TRP), the report is based on a survey of more than 10,000 fitness club members in the UK, examining how member demographics, duration, attendance, and activity participation vary between 'promoters' and 'detractors'.
Introducing the report, Jay Ablondi, Executive Vice President of Global Products at the International Health, Racquet & Sportsclub Association (IHRSA) explains "the most recent edition of the IHRSA Member Retention Report will help club operators better distinguish the characteristics of loyal members, who may endorse their club to family and friends, from those who may be more likely to badmouth their business.
“Although longer tenure is historically indicative of member loyalty, the report shows that recently joined members are most likely to be promoters.”
According to the report, 51% of members who belonged to a club for less than six months were promoters, in comparison with 20% detractors. For members with a tenure of at least three years, 35% were promoters, while 31% were detractors.
The report also explores the relationship between both gender and age with NPS. While the relationship between gender and promoter or detractor status is not particularly strong, NPS category does vary by age groups.
Members between the ages of 16 and 24 years and 65 years or older are most likely to be promoters. Half of members (50%) in the 16 to 24 years age group are promoters, while 46% ages 65 and older are promoters. The percentage of detractors increases between the ages of 25 to 64 years old.
The report suggests leveraging the power of staff interactions and group activities with members of all ages, as social activities, including group exercise, typically lead to a higher rate of promoters.
TRP North America Director Phil Bonomo adds that "understanding the mindset of promoters is critical to improving overall member satisfaction, which has a direct impact on improving retention.
“TRP will be studying promoters in depth during an upcoming, first of its kind, North American health club member ‘longitudinal study.’
"This study will track active club members over a multi-year period and provide meaningful insight into what makes a promoter, and how clubs create a culture that yields more promoters than detractors.”
To access the full IHRSA Member Retention Report go to www.ihrsa.org/store
The IHRSA Member Retention Report expands on insight provided in the IHRSA Guide to Member Retention, also available at www.ihrsa.org/store
IHRSA is a not-for-profit trade association representing health and fitness facilities, gyms, spas, sports clubs, and suppliers worldwide. IHRSA and its members are dedicated to making the world healthier through regular exercise and fitness promotion.
TRP are leading researchers in fitness and health club member retention, using research to drive the development of effective retention solutions that include digital products, retention processes and training packages that improve the member experience.
TRP works with club operators worldwide to create promoters of fitness brands and increase member loyalty.
Click here to contact TRP via their entry in the Australasian Leisure Management Supplier Directory.
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