Latest News

Back to Latest News back


The Retention People Australia help Aquazone double member retention rates

The Retention People Australia help Aquazone double member retention rates
March 5, 2014

The Aquazone aquatic and recreation centre at Warrnambool has boosted its retention rates by using The Retention People Australia's (TRP) Interact software to identify members 'at risk of leaving'.

Explaining that Interact has seen not only a doubling of retention rates but also the attraction of more members, Aquazone Service Manager Ray Smith states "TRP have helped transform the entire culture within the club.

"Our retention rates have significantly increased by 40% as well as our member base. The solution does exactly what it said it will. It provides a solid structure to how the fitness team operates and has provided some great benchmarks."

In 2012, the management team at Aquazone identified their membership retention levels were lower than they would have liked (under 40%). Being a regional based town with a population of around 34,000, the management team felt that solely focusing their energy and investment on sales and marketing would be ineffective and instead chose to address member retention and services as effectively as possible.

As a result, the management team decided to source a retention solution that would help identify high risk members, be able to track the interactions and ensure they stayed for longer.

They wanted a way of quantifying the fitness team's time with their members, to ensure it was spent effectively and delivering great service.

Choosing TRP over many other retention solutions, Smith recalls "(TRP was chosen) as they provided a wide range of solutions, with a major benefit of integrating with our membership system."

TRP's 'Interact' software enabled the club to identify members 'at risk of leaving' and to then deploy fitness staff to interact with them, supported with a proactive retention consultancy and benchmarking service to help develop strategies for improvement in performance.

The software enabled Aquazone's fitness teams to focus on engaging with the right customers at the right time, with the fitness teams tasked to achieve a certain number of 'points' per shift to achieve the business' key performance indicators (KPIs).

Being able to quantify the effectiveness of interactions with members ensures the management team can measure the performance of the fitness team and highlights those instructors who need further support to improve the interactions they are delivering.

By implementing Interact, the system allowed Aquazone to provide help and guidance to the members who needed it the most.

Smith adds "the solution does exactly what it said it will. It provides a solid structure to how the fitness team operates and has provided some great benchmarks."

Results to date have shown a significant impact on the average length of stay of their customers, which has improved on average by 40%. Since having the system in place they have reached the highest net growth in the last 10 years and the amount of members has increased from 800 to 950!

As Smith concludes, "TRP have helped transform the entire culture within the club. Our retention rates have significantly increased as well as our member base."

The Retention People (TRP) are the leading providers of Customer Experience Management (CEM) software and solutions to the leisure industry.

A full case study of The Retention People's work with Aquazone's will be presented by TRP National Retention and Coaching Director Spresa Vella at the upcoming Australian Leisure Facility Association (ALFA) Facility Manager's Networking Breakfast 2014.

The event is being held on Friday 4th April 2014 in conjunction with the 2014 Australian Fitness & Health Expo.

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





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

METRA Australia

METRA Australia is your innovation partner for smart electronic locking, Access Control solutions and cashless payment systems to suit all types of leisure facilities.  Our team’s…

read more

Aquatics / Attractions / Fitness / Recreation / Security



Quayclean are a national cleaning and waste services partner with proven results in the understanding and delivery of cleaning needs and challenges faced by facilities including; major venues and…

read more

Aquatics / Hospitality / Surfaces / Venues



Geoff Ninnes Fong & Partners (GNFP) is a structural, aquatic and civil engineering consultancy with broad experience in the design of new municipal and institutional swimming pools, hydrotherapy…

read more

Aquatics / Consultants / Design / Venues



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

Attractions / Entertainment / Events / Sport / Ticketing


State Wide Pool Services

Known as Hydrilla since September 2020 - see

read more




revolutioniseSPORT is the emerging market leader in online club management in Australia. Whether it is memberships, registrations, events, online sales or governance tools - revolutioniseSPORT is the…

read more

Recreation / Sport / Technology



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

Billing / Finance / Fitness / Technology


Goplay Commercial Playground Equipment

Goplay designs and manufactures specialised playground equipment for indoor play centres, hotels, food chains, clubs and resorts. If our years of experience and dedication have taught us one thing,…

read more



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