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RETENTION SERIES


FIGURE 2 Retention rate by use of tracking technology


100


90


80


not mutually exclusive – members’ level of motivation was then classed as high or not. Table 1 shows the percentage of members with high levels of motivation, broken down by type of motivation and according to whether they reported tracking their physical activity. So, for example, 62 per cent of members who used a tracker said they were highly motivated by appearance; among those who didn’t use a tracker, only 52 per cent were motivated by appearance. In general, members who tracked


70 0 1 2 3 4


– Did not use tracking – Used tracking


5 Months since joining 6 7


their physical activity reported stronger motivation than members who did not track. But when considered together, only two types of motivation were signifi cantly higher among members who tracked their activity: appearance and enjoyment motivation.


“Only two types of motivation were significantly higher among members who tracked their activity: appearance and enjoyment motivation”


Visit frequency The average visit frequency per month was 6.7 visits for members who reported using tracking technology and 6.7 for members who did not, so there is no association between tracking of physical activity and club visits.


Tracking technology & progress Figure 1 shows the percentage of members who report they have made progress in the last three months in nine areas, according to whether they reported tracking their activity or not. Apart from making friends, all


outcomes are in favour of tracking, although differences in reported progress between members who track their activity and those who don’t is quite small. The largest difference is in weight loss, with 9 per cent more members reporting weight loss if they also reported tracking their activity. This isn’t entirely surprising given the most common method of tracking reported is MyFitnessPal – specifi cally designed to help people with weight loss.


Activity tracking & retention So does tracking activity impact a member’s likelihood of retaining membership? Figure 2 shows that a lower proportion of members retain their membership over seven months of follow-up if they report tracking their physical activity compared to members who do not: 87 per cent of members who didn’t track their physical activity retained their membership at seven


FIGURE 3 Rate of cancellation (per 1,000 members per month) by use of tracking technology


Tracking does not appear to change average visit frequency


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


30.0 25.0 20.0 15.0 10.0 5.0 0.0


24.3 19.2


Did not use tracking


May 2015 ©


Used tracking Cybertrek 2015


Proportion still members


Cancellation rate per 1,000 members per month


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