This page contains a Flash digital edition of a book.
RETENTION ATTENTION Think retention was bad before? Just look at what’s happening now, says Dr Paul Bedford


RETENTION T


he most recent research on UK health club member retention reveals a worrying decline in an already


unsatisfactory situation – namely the industry’s ability to retain members. The first study of this type was


conducted as part of the FIA’s (now ukactive) Winning the Retention Battle series, conducted by Dr Melvyn Hillsdon back in 2002. At that time, from a sample of just over 70,000 members, 60 per cent retained membership for 12 months. The subsequent national study in 2008, involving 293,000 members, revealed that 66 per cent of members had retained their membership for 12 months. But the latest figures have fallen back


down – and beyond. Based on 342,759 member records and covering the four-year period from 2009–2012, The National Retention Report (see information panel, p66) indicates that only 52 per cent of members are maintaining membership at their club for 12 months. Although comparing data from different


samples is not the most academic research approach, nevertheless the findings allow us to draw some broad conclusions, as well as allowing us to identify some of the characteristics that defined the market then and now, helping us understand where the key changes have been taking place.


Scores on the doors Our report shows that 51.9 per cent of members retain membership for at least 12 months; 24.4 per cent are still there after 24 months; 14.1 per cent survive to 36 months; and only 10.4 per cent are members to 48 months (see Figure 1). Figure 2 (see p64) gives an overview of retention rates for specific periods of


Many clubs focus on driving secondary spend such as PT, even though the big money still lies in membership fees


62 Read Health Club Management online at healthclubmanagement.co.uk/digital September 2013 © Cybertrek 2013


ALL PHOTOS © SHUTTERSTOCK.COM/ ANDRESR


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  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132  |  Page 133  |  Page 134  |  Page 135  |  Page 136  |  Page 137  |  Page 138  |  Page 139  |  Page 140  |  Page 141  |  Page 142