Seasoned members will immediately identify the classes they want to do
IT’S BLACK & WHITE
consistent with other studies carried out among operators all over the world. Compared to 16- to 24-year-olds, older age groups (35+) are on average 19–45 per cent less likely to cancel their membership – so it’s surprising to see high-end health club chains almost exclusively targeting younger members as part of their new member drive. While there’s no discernible difference
between genders, the descriptive data highlighted that, as a proportion, women were more likely to join public sector facilities than private. In the Black Report we were able to identify that women were more likely to feel they would be judged on appearance in private sector gyms, and that they needed to already look good to fit in; they felt less judged in a public leisure facility.
www.healthclubhandbook.com
Contracts drive retention Evidence suggests that charging lower monthly fees and promoting no contracts is not a formula for longer retention: while it’s possible to sell a large volume of memberships, it has become increasingly difficult to retain those members. The premise that the lower the cost, the more likely a member is to retain their membership does not seem to hold true over time. Indeed, in our reports, contract
length was found to be directly related to the length of membership: enforcing contracts of at least 12 months reduced the risk of quitting by approximately 18 per cent compared to contracts of one month. This is the equivalent of saving around 18 members for every 1,000 members per month.
During 2013, two studies were conducted – one quantitative and the other qualitative – to benchmark the industry over the previous four years and gain further insight into how members make decisions. The qualitative Black Report
comprises a series of interviews with 1,000 members who had held two or more health club memberships. These members had accumulated 6,500 years of membership between them. The quantitative White Report
focuses on the analysis of member data from 342,759 members, offering insight into the retention and attrition rates of a representative sample of UK health and fitness clubs. Members from 100 different clubs took part, representing 38 operators across private chains, independent operators, trusts, local authorities and privately managed leisure facilities.
Health Club Handbook 2015 71
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