This page contains a Flash digital edition of a book.
RETENTION


Members expect


interaction at reception; interaction as they work out is valued more highly


Perceived VALUE


W


hen it comes to health clubs and leisure centres, perceived value for money relates to three particular


areas: firstly, the amount paid relative to the quality and amount of service delivered; secondly, the products such as classes, gym inductions, follow-ups and PT; and thirdly the environment – the activity areas, changing areas, and social areas if a club has them – both inside and outside of the facility. However, depending on the member


or prospect, the relative importance of those three points will vary.


November/December 2013 © Cybertrek 2013


In the second part of his retention series based on a large-scale qualitative survey, Dr Paul Bedford reports on how UK facilities currently rate in terms of perceived value for money


Varying priorities Members we spoke to described that, with their first membership, perceived value for money was often not based on services and products, but more likely on size and presentation of the facility – at this stage in their fitness lifecycle, they generally considered more to be better. However, when joining for a second,


third or more time, members become much more specific about the products and services they want, with the environment less highly ranked and less likely to deliver a ‘wow’ factor. These members are far more aware of


what they will actually use and are less impressed by the straight aesthetics of the environment. Only when there are no differences between the products and services will members then choose a club with good aesthetics and design.


Cost versus usage First experiences of clubs typically include a price presentation as part of the sales process. First-time members we spoke to described having the overall price broken down to a daily rate, which appears low when compared to the full sum and, particularly when joining a club


Read Health Club Management online at healthclubmanagement.co.uk/digital 41


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