Attending the club at the level planned reduces cancellation risk by 11 per cent
The other group logging low levels
of cancellation are members who were not motivated by appearance, but who nevertheless felt they improved the way they looked over the last three months. This is in fact a general trend: members
stating low levels of motivation in any particular area, but who then reported progress in that area, had lower levels of cancellation. We might refer to this group as surprised pessimists. They start out with low expectations, but surprise themselves with the progress they make. One other observation stands out.
Members who were highly motivated by appearance and who report looking better nevertheless have a higher rate of cancellation than those who weren’t motivated by appearance and didn’t believe they improved their appearance – almost as if the motivated group remained dissatisfi ed with their appearance even though they felt it had improved.
Summary A large proportion of members report some progress on a wide range of factors, although high levels of motivation vary by gender, age group, length of membership and the frequency of visits. Social motives such as making new friends are the most likely to improve membership retention. It’s imperative for members to
perceive that they are making progress at all times – if not, the risk of cancelling
July 2014 © Cybertrek 2014
increases. Failure to achieve the things that members are highly motivated by is most likely to lead to cancellation. The lowest rate of retention (i.e. highest rate of cancellation) is seen among members who are highly motivated to enjoy exercise but then fi nd they are not enjoying it. However, the pursuit of improved appearance – even if achieved
• Putting together a marketing strategy that conveys fun and friendliness
– is not related to improved retention. Based on the fi ndings, we advise:
• Regularly reviewing members’ progress and revising plans if needed
• Understanding members’ motivations and setting realistic plans to achieve them
• Ensuring programmes are enjoyable
• Prioritising fun and friendship over fi tness and thinness. ●
Melvyn Hillsdon is associate professor of exercise and health at the University of Exeter, where he researches physical activity and population health. Since his landmark retention report in 2001 (Winning the Retention Battle), his research into retention and attrition has led to the development of appropriate measures of retention, attrition and longevity that provide data for operators that can directly inform business decisions. In partnership with TRP, he has published numerous reports into the determinants of membership retention.
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