This page contains a Flash digital edition of a book.
retention
series
and resistance. It’s important to ensure
new members are successful in the early
stages of membership, avoiding over-
complex and high intensity exercises. They
will gravitate to this over time if they wish.
results
The members were followed for 12
months to observe changes in frequency
of activity, exercise intensity and
psychological processes – self-effi cacy,
outcome expectation (the belief that
OCK.COM/
exercise will lead to specifi c benefi ts)
.IST
and outcome values (the value someone
Good results: Attrition was much
places on achieving their goals).

WWW
lower when members received
Survival analysis – the method of
mutiple, more personal inductions
measuring retention rates advocated PICTURE:
in Dr Hillsdon’s reports – was used to
calculate the results of both induction have been shown to be effective at In the case of our study, all participants
processes. When all other factors – age, developing positive behaviours in fi tness had agreed to be involved – including
gender, exercise experience, distance facilities as well as in clinical attending all four sessions, irrespective of
travelled from home or work, and environments. Using existing staff and their previous gym experience. However,
psychological processes – were taken into manipulating the staff timetable, it is in practice, new members who are
account, 70 per cent of the intervention possible to provide additional support in regular exercisers and just transferring
group were still members after 12 the early stages of membership, which gyms may not require multiple inductions
months, compared with only 38 per cent has been proven to make a signifi cant – indeed, putting them through this may
of the control group (see graph on p43). difference to retention rates. have a negative effect. Limiting inductions
An attrition rate was also calculated This does not require specialist staff, for experienced exercisers will also free
to identify the rate at which members but does require specialist training for up additional time to support those new
left. This identifi ed that members in the your staff. All the staff delivering the to exercise.
intervention group left at a rate of 24 per intervention at the Central YMCA were But it’s important to remember
1,000 members per month, compared to existing gym instructors with at least a that, while some new joiners may have
those in the control group who left at a Level 2 NVQ, plus additional training in been members elsewhere, they may
rate of 77 per 1,000 per month. behaviour change techniques based on never have got going. These are the
In both groups, over the 12 months Social Cognitive Theory. people most likely to slip through the
of the study, exercise intensity rose Providing additional support in the net when it comes to support, which
gradually from moderate to vigorous. early stages of exercise adoption can be happens when staff assume that previous
Overall visit frequency did not increase, fi nancially benefi cial. The intervention membership equates to competence and
however, with the average weekly visits induction used in this study increased consequently provide an induction more
remaining at two or fewer. the time spent with an instructor from suitable to an experienced exerciser.
Self-effi cacy and outcome expectation 60 to 120 minutes over four sessions. In conclusion, successful induction
both increased in all participants in The intervention group then stayed an programmes have common elements
the fi rst three months. However, this average of seven months longer than the – identifying early on who does/
increased level was maintained only in standard induction – ie an appropriately does not require support, providing
the intervention group, and declined trained instructor spending one multiple appointments in the early
in the control group at three months. additional hour with a new member stages of membership that expose
Members in the intervention group also in the fi rst four weeks provided an new members to a variety of staff,
reported increased levels of confi dence additional seven months’ revenue. and including exercises appropriate
in using the club and in their ability to However, while all new members should to the skill and fi tness levels of the
maintain exercise in the future. have some form of induction to introduce new member. Successful inductions
them to the club/fi tness team, ongoing also require behaviour change to be
conclusions observations suggest that not all new considered – already common in other
It is possible to increase membership members require the additional levels industries where this is the goal. Fitness
length by manipulating the induction of support provided by the behavioural staff must also realise that the aim of
processes. Behaviour change procedures change induction model we tested. the induction is to help the member to
begin to use the facility with confi dence
and competence, not to show how
“ADDITIONAL SUPPORT IN THE EARLY STAGE
much they know about every aspect of
OF MEMBERSHIP HAS PROVED TO MAKE A
programme design.
SIGNIFICANT DIFFERENCE TO RETENTION”
paul bedford
healthclub@leisuremedia.com
44 Read Health Club Management online january 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
Produced with Yudu - www.yudu.com