Latest News

Back to Latest News back

 

Membership retention lessons from 2015 that gyms need to know in 2016

Membership retention lessons from 2015 that gyms need to know in 2016
January 21, 2016

Looking into fitness club membership activity and its impact on retention, The Retention People's 2015 TRP 10,000™ study highlighted three key findings that will impact club operations in 2016: reception staff, personal training and wearable technology.

The following extracts from the report are published for readers to take note of.

Reception Staff
It all starts at the front desk. Especially important at the start of a new year, reception staff are the first members of your team who new and potential members come into contact with. 

They play as important a role in your retention efforts as fitness staff do and should, therefore, be aligned with your vision for exceptional member experience in your club.

TRP 10,000 research shows that members who are never spoken to by reception staff are 2.8 times more likely to cancel their membership than members who are always spoken to by reception staff. 

Taking into consideration 35% of the members who took part in our study reported never being spoken to by reception staff, it is clear this is something which needs to be addressed.

Personal Training
A great way to build a strong relationship with a member is through personal training.

The impact of personal training on retention is dependent on how often a member works out with their trainer. 

Members who purchase more than one personal training session per month are less likely to cancel than members who don’t use a personal trainer; members who purchase one or fewer sessions per month are actually more likely to cancel their membership than members who don’t use a personal trainer.

What is clear is the positive relationship between taking part in personal training and visit frequency. 

Compared to just 32% of members who don’t take part in personal training sessions, 42.3% of members who purchased one to three personal training sessions in the three months prior to the TRP 10,000 survey date reported visiting their club twice or more per week. 

Wearable Technology
A fitness tracking device is sure to have been on many of your members’ wish list for Christmas 2015. 

From wearables to apps, members have a wide choice of how they measure their progress and ensure they are living a healthy lifestyle.

But, what impact does this have on retention at your club?

Members who use wearable technology reported a higher level of motivation to exercise, but we found that this did not result in an increase in club usage or a better social connection to the club. 

It did, however, result in a higher awareness of progress (or lack of progress) towards fitness goals. These factors lead us to the conclusion that clubs need to make sure they focus on promoting the social connection to the club even more to these users as, according to our research, removing age as a factor (younger members are more likely to report using a fitness tracking device), members who use fitness tracking devices are 7% more likely to cancel than members who do not.

Click here to access the full report via The Retention People's website.

Click here to contact The Retention People Australia via their entry in the Australasian Leisure Management Supplier Directory.

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

29th November 2014 - SUPPLIER DIRECTORY PROFILE: THE RETENTION PEOPLE - CREATING FANS FOR YOUR BUSINESS

10th June 2014 - AQUAZONE WARRNAMBOOL INCREASES ACCESSIBILITY FOR ITS GYM USERS

5th March 2014 - THE RETENTION PEOPLE AUSTRALIA HELP AQUAZONE DOUBLE MEMBER RETENTION RATES 

11th November 2013 - ARE FITNESS STAFF THE BEST SALES PEOPLE? 


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

HQH FITNESS

HQH Fitness is an international company that specialises in improving the health, fitness and wellness of people everywhere. We are the South Pacific distributors for Total Gym/GRAVITY Education and…

read more

Fitness / Recreation / Technology / Wellness

 
 

LIFE FLOOR (Aus & NZ)

Our team believes floors should be beautiful, comfortable, and engineered for safety, even when wet. Life Floor tiles meet six unique performance based standards: slip-resistance, impact absorption,…

read more

Aquatics / Play / Recreation / Safety / Surfaces

 
 

PRIAVA

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

 
 

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

 
 

VLOCKER

Vlocker Pty Ltd has been designing, manufacturing, installing and servicing locker systems worldwide since 1995. Vlocker specialises in providing locker solutions to suit client requirements in…

read more

Aquatics / Attractions / Safety / Security / Venues

 
 

CERAMIC SOLUTIONS

Established in 1994, Ceramic Solutions has excelled at the supply and installation of swimming pool tiles and equipment for the pool and leisure industry, with a focus on the needs of end-users. …

read more

Aquatics / Design / Surfaces / Venues

 
 

HRMWEB

At easyemployer we've come up with a software solution that manages one of your most important, and often most costly, business resources - your staff. We are helping 100s of clients to…

read more

Finance / Fitness / 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