Swimmers tend to do multiple activities when in the club


Results Figure 1 (p40) shows what members reported they usually did when they made a club visit. Clearly, working out in the gym is the most common reason for attending, followed by an exercise class, swimming and group cycling classes. Forty-eight per cent of members


reported just one activity as the usual reason for a club visit; 32 per cent reported two, and 20 per cent reported three or more. Figure 2 (see p40) shows how group exercise (group cycling combined with exercise class), swimming and gym workouts group together. Attending for a gym workout only was reported by 40 per cent of members, with nearly a fifth of members reporting a combination of gym and class. Just 13 per cent of members report visiting their clubs for a class only, with 66 per cent of class-goers also reporting they visit the


April 2014 © Cybertrek 2014


About TRP 10,000™


The Retention People (TRP) launched the TRP 10,000 project to further understand member behaviour – from before members join, through point of joining, all the way to cancelling and re-joining. TRP 10,000 asked 10,000 health


and fitness members to complete a baseline survey of their exercise habits and membership behaviour between July and September 2013. During regular intervals over the coming years, they will be followed up to measure changes to their habits and membership behaviour. More details of the study’s


methods and who took part can be found on page 40. The survey included topics such as:


membership history; reasons for choosing current club; frequency of club usage and activities; recent


progress; use and reasons for personal training; club communication strategies and how members value them; motivation for exercise; fitness staff activity; club hassles and uplifts; and the Net Promoter Score®. The longitudinal study design allows


us to examine what happens over the course of a membership, and in what way members’ experiences – at a given time and during the whole life of their membership – determines retention rates. Running alongside the TRP 10,000


series in Health Club Management will be a range of educational events, newsletters and LinkedIn discussions providing access to both findings and analysis of the research. For details, please visit: www.


theretentionpeople.com/contact-us Read Health Club Management online at healthclubmanagement.co.uk/digital 39


PHOTO: SHUTTERSTOCK.COM/FRANCESCO FACONTI


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