This page contains a Flash digital edition of a book.
The data shows females are more likely to receive face-to-face communication than males


About TRP 10,000™


People, TRP 10,000™ is the biggest and most comprehensive survey of member behaviour ever carried out in the health and fitness industry: 10,000 health and fitness members completed a baseline survey of their exercise habits and membership behaviour between July and September 2013. During regular intervals over the coming years, they will be followed up to measure changes to their habits and membership behaviour. The results reported in this


C


article are for members who completed the survey between July and September 2013 and who were followed up until the end of January 2014. During the follow-up period, 1,526 of participating members cancelled their membership. For more details of the


methodology, see part one of the series – HCM April 14, p38.


members, there are no clear trends in external club communications by length of membership. Members who use their club more


frequently report receiving more communication from reception and fi tness staff, via phone and social media.


What communication is welcome? Fitness and reception staff communication are the most valued, with nearly nine in 10 members saying they value fitness staff communication (see Figure 2). Of the external methods of communication, email is easily the most valued – this is consistent across age groups, length of membership and usage patterns – with phone calls the least valued. Within this, however, males report valuing any communication form less than females (data not shown). Older members value reception


and fi tness staff communication more than younger members, and are more receptive to courtesy telephone calls. They value SMS texts and social media communications less, with these being more valued by younger members. A similar pattern is observed by length


of membership: long-standing members value face-to-face communication above


May 2014 © Cybertrek 2014 Fig 1: Proportion of members reporting different communication methods


50 45 40 35 30 25 20 15 10 5 0


44.2 46.7 36.7


onducted in partnership with The Retention


9.9 3.5


Reception staff spoke to me during last visit


Courtesy call from club in last month


Courtesy email from club in last month


4.5


SMS text from club in last month


Received a message from club on social media


Fig 2: Proportion of members who say they value different types of communication


50 45 40 35 30 25 20 15 10 5 0


87.2 73.8 65.4 22.6


Value reception staff speaking to me


Value receiving courtesy calls


Value receiving courtesy emails


28.3 34.0


Fitness staff spoke to me during last visit


Value receiving SMS texts


Value receiving social media


Value fi tness staff speaking to me


Read Health Club Management online at healthclubmanagement.co.uk/digital 59


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