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RETENTION


Figure 1. Proportion of members reporting the frequency of fitness staff interaction, overall and by gender


100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%


19.2 22.9 38.0 37.4 37.0 33.0 21.0 26.2 Female Male All


Always Frequently Occasionally Never


The chances of being spoken to at


least frequently increase with age, with two-thirds of members aged 16 to 24 saying fi tness staff only speak to them occasionally or never (Figure 2). Long-standing members experience


Figure 2. Proportion of members reporting the frequency of fitness staff interaction by age group


100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%


greater fi tness staff communication compared to new members, with 50 per cent more of the longest standing members reporting at least frequent communication compared to new members (Figure 3). The Retention People (TRP) has


17.3 15.0


20.3 12.6


19.7 16.1


20.8 20.0


36.8 38.9 37.2 36.7 30.9 28.2 27.1 22.5 16-24 25-34 35-44 45+


Always Frequently Occasionally Never


shown many times that younger members and new members are at greater risk of cancelling their memberships compared to older, long-standing members. It’s therefore the most at-risk members – the people who would benefi t most from fi tness staff interactions – who are least likely to receive them.


Interaction, progress and retention Meanwhile, Figure 4 shows there’s a very strong association between members’ recent progress towards their goals and the frequency of fitness staff interactions: fewer than one in 10 members who report no fitness staff interaction say they have made a lot of progress in the last three months, compared to more than half of members who are spoken to by fitness staff each time they visit. Interestingly, the relationship between


staff interaction and member progress is strongest for social and enjoyment progress. Members who report frequent interactions with fi tness staff are also much more likely to report they have made a new friend at the club and to say they have enjoyed exercising in the last three months (data not shown). So does recent progress and fi tness staff interaction also affect risk of


Both younger and newer members are among the most at risk of cancelling


56 Read Health Club Management online at healthclubmanagement.co.uk/digital November/December 2014 © Cybertrek 2014


16.2 12.7


20.0 16.4


“For members who


report either high or low progress, the risk of cancelling reduces with the frequency of fi tness staff communication”


PHOTO: WWW.SHUTTERSTOCK.COM/PETER BERNIK


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