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Clubs must ensure the experience for departing members is a good one LAST IMPRESSIONS
Member retention remains a huge issue for health clubs, with research suggesting the situation across the UK industry has worsened rather than improved (see p64). Compounding this situation is the fact that, while many clubs pull out all the stops
to engage members when they join, new Leisure-net research conducted exclusively for Health Club Management (see p68) suggests the experience of those thousands of people quitting their health club membership leaves much to be desired. Operators should therefore be
concerned about evidence which suggests
customers are more likely to remember the last thing that happened in their relationship with a business than the fi rst*. With this in mind, health clubs need to
place a much stronger emphasis on making a great last impression to ensure, when they’re ready, customers are willing to come back for more.