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Retention Management provides the fitness industry’s only
automated communication service that targets every segment of your membership:
Retention Management provides the fitness industry’s only
received no fi tness staff interactions (see Table 1) – in other words, how long members might be expected to stay if there were no fi tness staff. For members in our case study, this equates to four months of membership at £45 a month – a total of £188. If, during their membership, members
receive one interaction from fi tness staff, then the membership yield increases by £256, and by £1,041 if they receive four or more interactions. The extra income can be attributed to the efforts of fi tness staff. Although no offi cial fi gures are
available, it’s reasonable to assert that fi tness staff interactions are considerably shorter than the sales process and therefore cheaper to conduct. Further, it only takes eight interactions to save one membership. Assuming each interaction lasts approximately fi ve minutes (it is almost certainly less), then fi tness staff can potentially conduct around 12 interactions an hour and
july 2011 © cybertrek 2011
therefore potentially save up to 1.5 memberships an hour. It’s clear that both sales and fi tness
staff are critical to maximising income from dues, yet at present their training and value to the business may not refl ect their potential to generate income. Investment in fi tness staff
– training them to be better sales people and rewarding them for their actions – would be expected to save memberships and yield more income per member compared with investment in sales staff, who arguably spend a lot of their time replacing members who fi tness staff might have saved.
ACKNOWLEDGMENTS
Thanks to The Retention People for sharing the data to support this article –
www.theretentionpeople.com
healthclub@leisuremedia.com melvyn hillsdon
automated communication service that targets every segment of your membership:
Personalised new member programme Targets high risk members
State-of-the-art Marketing email templates
No large up-front costs or contract tie ins
Automated member emails
Personalised new member programme Targets high risk members
Contact us today...
make more money tomorrow!
State-of-the-art Marketing email templates
No large up-front costs or contract tie ins
(+44) 01527 870875
UKSales@RetentionManagement.com
www.RetentionManagement.com
Contact us today... make more
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