GROUP EXERCISE


Figure 3: Retention rate by type of exercise


A higher proportion of females than males attend group ex classes


report group exercise compared to new members. Members who have been members of multiple clubs are more likely to report only working out in the gym compared with members for whom this is their first ever club. Finally, there is very little difference in visit frequency between the two types of members.


Impact on retention So does group exercise actually increase retention compared to gym-only, as has often been anecdotally reported? Retention rates were calculated based


on the time from survey completion (when all members were live) to either the cancellation date (for cancelled members) or 31 January 2014 for live members. Figure 3 shows the retention rate is higher for group exercisers compared to gym-only exercisers. As of the 31 of January 2014, 88 per


cent of group exercise members retained their membership, compared to 82 per cent of gym-only members. The risk of cancelling between completing the questionnaire and the end of January 2014 was 56 per cent higher in gym-only members compared to group exercisers (27.6 cancellations per thousand per month versus 17.7). However, gym-only members differ


from group exercisers by the factors in Table 1 – and these factors in themselves may affect retention and the risk of cancelling. Therefore, it’s important to


0 1 2 3 4 5 6 7


Months since completing questionnaire Gym workout only


test whether differences in cancellation rates are definitely due to group exercise rather than these other factors. When we do this, group exercisers are still 26 per cent less likely to cancel than gym-only members: there’s something unique about group exercise that leads to better retention that’s not fully explained by gender, age, membership length, club history or visit frequency.


Summary The results of this study are not a test of exercise classes versus gym, as 66 per cent of members who report group exercise as their usual reason for visiting also report working out in the gym. What the results do tell, however, is


that in both sexes and all age groups, including group exercise as part of a member’s exercise routine increases retention compared to the four in 10 who exclusively work out in the gym. Gym-only members tend to be younger males who are new joiners


42 Read Health Club Management online at healthclubmanagement.co.uk/digital Group Exercise


entering the industry for the first time. The longer they’re a member, the more likely they are to include group exercise in their routine. The challenge is there to encourage young males into group exercise earlier in their membership: if successful, this would improve their retention and their churn rate. ●


Melvyn’s day job is associate professor of exercise and health at the University of Exeter, where he researches physical activity and population health. Since his landmark retention report in 2001 (Winning the Retention Battle), his research into retention and attrition has led to the development of appropriate measures of retention, attrition and longevity that provide data for operators that can directly inform business decisions. In partnership with TRP, he has published numerous reports into the determinants of membership retention that have been presented in the UK and at IHRSA annual conferences.


April 2014 © Cybertrek 2014


80 90 100 Proportion still members


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