RETENTION


Those motivated by enjoyment tend to use the club more frequently


Lose weight, tone up, get fit – is this really what your members want from their club? Dr Melvyn Hillsdon takes a look at how different motivations and forms of progress impact on retention


Table 1: People reporting high motivation levels High motivation (%)


Overall


Gender Females Males


Age group 16-24 25-34 35-44 45-54 55-64 65+


Months since joining 3 < 6


>=6 to <12 >=12 to <36 >=36


Visit frequency Less than 1x week Less than 2x week Less than 3x week More than 3x week


Fitness 60.4


61.8 57.7


60.3 61.4 60.5 61.9 57.0 48.8


60.9 61.8 58.9 58.6


55.6 58.1 64.8 68.5


Appearance 55.0


58.3 50.9


74.9 68.3 57.5 46.9 32.8 20.8


61.3 58.4 55.9 44.5


52.7 52.8 58.9 62.3


Enjoyment 57.5


54.8 61.3


72.8 62.3 58.2 52.9 46.8 44.4


58.5 60.7 56.5 54.9


47.3 56.3 65.0 73.3


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


What drives YOU? M


Social 58.3


53.9 55.9


72.8 62.3 58.2 52.9 46.8 44.4


56.1 53.9 52.7 56.3


50.8 52.9 58.9 63.7


embers join their clubs with a variety of aspirations and goals regarding how they


would like to see themselves in the future. However, until now no report has looked at whether clubs actually help members achieve their goals, or whether other unexpected changes occur for members through use of their club. In the third of a series of reports


from the TRP 10,000 (see p49), we will examine what members say motivates them to exercise, what progress they report in their most recent three months of membership, and how these two factors relate to membership retention.


Data and analysis Members were asked to select, from a list of 17 options, what motivated them to exercise. These were then categorised into four main types of motivation: being motivated by fitness, by appearance, by enjoyment and by social factors (friendship). They were also asked to report how much progress they had made in the last three months, based on a list of 10 possible outcomes that broadly reflected the categories of motivation.


What motivates you? Table 1 (see left) shows the proportion of members who reported being highly


July 2014 © Cybertrek 2014


PHOTO: WWW.SHUTTERSTOCKPHOTO.COM


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