For the study, members were interviewed while they were working out
RESEARCH METHODOLOGY T
he research on which this series of articles will be based was conducted over the space of 18 months from 1 January 2012 until 31 June 2013.
The study used both quantitative and qualitative methods to
gain insight into member behaviour, particularly in relation to increasing retention, reducing attrition and improving member loyalty. The methodology used allowed us to build a picture of why members stay, as well as why they quit. Current research on consumer behaviour is leaning towards
research while individuals are consuming or buying the goods and services they desire, rather than asking them to predict their behaviour using focus groups or recalling their motives in questionnaires. We therefore interviewed health club members
October 2013 © Cybertrek 2013
while they were working out, to try and understand their deeper motivations for exercising. From an initial sample of more than 5,000 members,
1,040 interviews were conducted, including videos. Each member surveyed had held at least two different health club memberships, and between them had accumulated a staggering 6,500 years of membership. The study samples mirrored the make-up of the UK market: private health club chains (25 per cent), independents (25 per cent), privately managed public facilities (17 per cent), trusts (17 per cent) and those under local authority management (16 per cent). Focusing on a broad range of topics, the results were then narrowed down into actionable points that club operators could adopt and implement.
Read Health Club Management online at
healthclubmanagement.co.uk/digital 43
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