member
retention part 2
All changes to procedures
need to be evaluated to
allow operators to clearly
assess their impact
reporting effectiveness
© IST
It’s also possible that an induction has or three interactions, and 80 per cent
Assuming a system is in place, how might a direct effect on retention rates, as more likely if they receive at least four
OCKPHO
the effectiveness of our interventions be well as via increased visit frequency. This interactions (equivalent to one a week).
reported? Figure 1 (right) shows the is shown in Figure 3. At 12 months, 70 Finally, independent of a change T
O
difference in the mean number of visits to per cent of members who received an in visit frequency, it’s possible that
.COM/EREL PHO
a club in the first three months of induction are still members, compared members who are frequently interacted
membership, and the 12-week mean, with less than 40 per cent of members with feel more valued and therefore
between members who received an who didn’t receive an induction. retain their membership for longer.
induction and those who did not. It’s clear Once members have received an Figure 4 shows a strong relationship
T
OGRAPHY
that receiving an induction is associated induction, we’re interested in whether between interactions and retention and
with a higher average visit frequency to ongoing fi tness staff interactions are attrition. Simply put, more interactions
this hypothetical club – a large, associated with increased visits – equal higher retention rates.
independent, private sector health club. especially as we now know visits are
The next question to address is associated with retention – and whether proceed with caution
whether the 12-week visit frequency interactions are directly related to the Our process and outcome evaluation
is associated with retention during retention of that member. allows us to conclude that, for this
the fi rst year of membership. Figure 2 Table 1 shows the probability of a sample club:
shows that visits made in the fi rst 12 member making a visit in the month
•
A fi tness induction increases the
weeks of membership are associated after the current one, according to how visit frequency in the fi rst 12 weeks
with a signifi cantly higher rate of many interactions they have with fi tness of membership.
retention: members who make at staff in that current month. Compared
•
A higher 12-week visit frequency is
least 22 visits (high) in the fi rst three to people who visit and receive no associated with a higher retention rate.
months are 65 per cent less likely to interaction, members who receive one
•
A fi tness induction is associated with a
cancel during the fi rst year of their interaction are 20 per cent more likely higher 12-month retention rate.
membership compared to members to visit the club the following month, 50
•
Fitness staff interactions change
who make less than 16 visits (low). per cent more likely if they receive two visit frequency.
table 1 •
More frequent fi tness staff
interactions are associated with
1 interaction 2-3 interactions 4+ interactions
higher retention.
Probability of visiting next month 20% more likely 50% more likely 80% more likely There are many other analyses we
compared to no interaction to visit to visit to visit
could conduct to refi ne these fi ndings,
46 Read Health Club Management online september 2009 © cybertrek 2009
healthclubmanagement.co.uk/digital
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116