RETENTION
Facebook ‘meet-ups’ can lead to more members talking together in the club
“Members are increasingly keen to share their experiences with others.
Social media has allowed this to proliferate. They’re setting up their own Facebook and LinkedIn groups to discuss training ideas and hang out”
This poses a question for club owners
regarding how they recruit the most appropriate staff. Too often it appears that a body – any body – will do. Other times it seems qualifi cations are the main prerequisite. However, the ability to get along with members seems to be what members value the most. “I’ve been doing yoga for years, and
most of the teachers I’ve met are so uptight about yoga. But [names teacher] is really relaxed about the whole thing. Her classes are great, you feel included, and it’s not only those who can do all of the advanced stuff that get the attention
– I’m sure she speaks to everyone at some point in the class.”
A shared experience Our research has identified that the demographic profile of membership bases is all but identical across the sectors, with people who once joined
private sector clubs now just as likely to join public sector facilities. This lack of diversifi cation means
members are far more likely to meet people like themselves in every type of club, which in turn helps them fi t in more quickly. But at the same time, it means a broader demographic profi le within each club, with friendships between members being built based on the exercise experiences they share, rather than on their sociodemographic backgrounds. Conversations between judges and plumbers are about the sessions they have just completed or are going to do tomorrow. This is magnifi ed in CrossFit and boutique clubs, where people are specifi cally coming together to share common experiences. It’s become less about who YOU are and more about what WE are doing. This doesn’t always mean members are necessarily looking to work out
64 Read Health Club Management online at
healthclubmanagement.co.uk/digital
together, but it does mean they are increasingly keen to share their experiences with others, all of which boosts the sense of community. Social media has allowed this approach to proliferate: with the growth in mobile devices able to record and store exercise data, members are posting their workout experiences to demonstrate to themselves – and others – that a session has been completed. Members report using a wide range of apps and devices to collect, collate and share their results. They’re setting up their own Facebook
and LinkedIn groups – not the clubs’ offi cial sites but rather member-based pages that offer a mix of praise and criticism for clubs. Some are set up with the sole purpose of complaining, while others are places members go to discuss training ideas and classes and hang out. These sites also appear to be a way for new members to make friends with
February 2014 © Cybertrek 2014
WWW.SHUTTERSTOCK.COM / ROBERT KNESCHKE
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