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Members who interact with staff are more likely to make progress against their goals


Figure 3. Proportion of members reporting the frequency of fitness staff interaction by length of membership


cancelling? Yes it does: for members who report either high or low progress in recent months, the risk of cancelling each month reduces with the frequency of fi tness staff communication (see Figure 5, p58). However, the impact of fi tness staff communication is greatest among members who report lower levels of progress. Members who report lower progress but who are always spoken to by fi tness staff are half as likely to cancel each month compared to members who report low progress and who are never spoken to by fi tness staff. In fact, if all low progress members were spoken to at least frequently, 10 per cent of cancellations each month would be avoided. This is equivalent to 16 saved memberships each month for every 1,000 members you have. The risk of cancelling and the chances


of making good progress with goals are strongly related to how long people have been a member and how frequently they use the club – so it’s possible these two factors are what explain the reduced risk of cancelling, rather than fi tness interactions and progress alone. However, Figure 6 shows the absolute


risk of cancelling during the seven months following the completion of the TRP 10,000 questionnaire, after taking account of how frequently members visit and their length of membership. For members who report high progress and always being spoken to, there’s approximately a one in 10 chance they will cancel, compared to a more than one in fi ve chance of cancelling among


November/December 2014 © Cybertrek 2014


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


12.4 17.8


18.4 15.2


20.6 17.1


21.5 23.5 39.0 37.1 38.3 35.0 30.9 <6 29.4 6 to 11 23.9 12 to 35 Months since joining 20.0 35+


Always Frequently Occasionally Never


Figure 4. The proportion of members reporting high progress in the last three months by frequency of fitness staff interaction


60.0 50.0 40.0 30.0 20.0 10.0 0.0


53.3 34.2 18.3 8.1 Never Occasionally Frequently Always 18.437.1


Always Frequently Occasionally Never


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57


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