monthly membership fees. Attention needs
to be paid beyond restrooms, equipment
Table4. When we look into how much money a club might lose if they don’t keep a
clean club, we estimated the following:
areas and surfaces, club floors, classrooms,
showers and locker rooms. Operators must
> Average number of members in clubs = 2,300
also maintain cleanliness in profit-center
areas where clubs provide personal training,
> Average annual membership fee = $600
group exercise, swimming instruction and
> % of members where unclean environment contributed to decision to leave:
other additional services. Although members
3% or 69 members
look to a variety of areas, no single area
> Estimated dollars lost = $41,400 per year (69 members x $600)
surveyed was seen as exceptionally clean
by the members examined.
Table5. Health club members who perceive their club as extremely clean are more
likely to recommend their club to friends and family.
Retaining
How likelywould you betorecommend thehealth club or gym you usetoa friend or familymember?
Members:ATop
HEALTH CLUB NET PROMOTER SCORE ©
Members
PriorityforClub
All Perceive Club
Members
(n=600) as Extremely
Perceive Club as
Management
Clean (n=299)
Unclean (n=61)
Members Likely to
Recommend
73% 83% 54%
The Impact of Cleanliness:
Member Retention
- Members Unlikely
Member attrition is an all too familiar issue
to Recommend
10% 6% 28%
to club management, however nine out
= Net Promoter
of 10 consumers who perceive their club as Score
63% 77% 26%
extremely clean are likely to renew their
membership (see Figure 8), compared to only alarming statistic, a club has the power to Pass the Word: Members Recommend
five out of 10 consumers who perceive their “tip the scale” in the club’s favor. Concern An increasingly popular measurement of the
club as unclean (see Figure 9). Maintaining an with membership fees was the most often positive advocacy of the club is the Net
exceptionally clean club can help a club retain mentioned reason for considering leaving Promoter Score© (NPS). Just as managers
four out of 10 additional members a year. (see Table 3). Clubs can rise to meet this now use financial reports to make sure they
concern by focusing on features that add and their team members are meeting profit
Tip the Scale in Your Favor: value to membership, such as hiring qualified goals, they can use this new metric to make
Prevent Attrition staff, keeping a clean environment, and sure they are meeting customer-relationship
One out of five members has considered providing a wide selection of equipment goals. The NPS is the difference between
leaving their current club. Despite this and group exercise classes. the percentage of people interviewed who
are likely to recommend (promoters) and
Table3. An unclean environment
The Bottom Line: the percentage who are unlikely to recom-
is one of the common reasons why
Unclean Club=Lost Revenue mend (detractors). Most companies in other
members consider quitting. While clean clubs win with members, the industries expect a score of between 5% and
inverse is also true: The perception of an 10%, while those companies with fast-grow-
Why did you consider quitting the health
unclean club can lead to lost revenue. For ing brands (such as YouTube or Apple) have
club or gym you currently use?
10% of members who have recently quit a a score between 50% and 80%.
gym, the unclean environment of the club It turns out that health club consumers
Membership fees too expensive..........29%
Location ..................................................13%
contributed to their decision to terminate are excellent advocates of a club. A quick
Didn’t like staff............................12% their membership. This segment represents calculation based on responses from all the
Unclean environment ................10%
about 3% of a club’s overall membership, consumers in this study returns a NPS of
V
alue
{Boosters
Poor equipment selection ..........10%
Classes ..........................................10%
and when considering the average IHRSA club 63% (see Table 5). While consumers who
size of 2,300 members and $600 in annual perceive their club to be extremely clean
Multiple mentions allowed; may add to more than
membership fees, this can be a loss of more have an NPS of 77%, those that perceive
100%. Only responses with 10% or more men-
tions included.
than $41,000 per year (see Table 4). their club as unclean compared at an NPS
of 26% (see Table 5).
2008 IHRSA's Guide to Health Club Cleanliness 7
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