RETENTION SERIES
Tracking & retention – the key fi ndings
• 27 per cent of members report using some means of self-
monitoring their physical activity, with the majority using a phone- based app or website.
was MyFitnessPal.
• Tracking physical activity was more frequently reported by
newer, younger members and less so by the older and longer- standing members.
• Members who tracked their physical activity reported higher
levels of motivation for exercise, particularly with regards to enjoyment and appearance, but less so for social motivation.
• The most commonly cited means of tracking physical activity
MyFitnessPal is the most commonly cited means of tracking
“For every 1,000 members, four extra
cancel each month if they track their physical activity compared to those who don’t”
• Despite higher motivation levels, there was no difference in club
usage between tracking and non- tracking members, suggesting that reported motivation for exercise doesn’t translate into behaviour change (it’s possible that behaviour changes away from the club).
• Small differences in recent progress were reported
between tracking and non- tracking members, with greater progress reported for weight loss and appearance by tracking members – possibly refl ecting the widespread use of weight loss- focused MyFitnessPal.
• Although members who reported tracking their physical
activity had slightly higher motivation and reported a little more progress in some areas, they didn’t retain their membership for any longer than those who didn’t use tracking; they actually had slightly lower retention rates than members who didn’t track.
• When we adjust our analysis for differences in age and length
of membership, tracking members still have an increased risk of cancellation, albeit the difference in risk is slightly reduced.
44
Proceed with caution Wearable technology for tracking personal behaviour attracts considerable press coverage and its use is likely to increase. It’s possible that club operators will believe that either providing their own or encouraging the use of tracking technology will have an effect on their membership retention. This is intuitively appealing. However, the results of this study
suggest operators should be cautious. Even though members who choose to use tracking systems to monitor their behaviour report slightly higher levels of exercise motivation and recent progress on appearance and weight loss, this doesn’t translate into changes in club usage or retention. At best there’s no effect; at worst it actually increases the risk of cancellation. We’ve previously reported that
progress on weight and appearance do not increase membership retention, whereas perceived social and enjoyment benefi ts do. There is a danger, therefore, that a focus on tracking systems may detract from a greater focus on interpersonal relationships within the club – something we have shown are strongly and consistently associated
Read Health Club Management online at
healthclubmanagement.co.uk/digital
with higher retention rates in health club members of all types. While some members will fi nd
tracking their behaviour helpful in making progress on appearance and weight loss, this alone will not improve membership retention. ●
ABOUT THE AUTHOR Since his landmark retention report in 2001 (Winning the Retention Battle), Dr Melvyn Hillsdon’s 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. He will be presenting at the
inaugural Retention Convention, which takes place on 14 May 2015. The event is sold out, but virtual tickets can still be purchased to join a live streaming of the convention. For more information, visit
retentionguru.cleeng.com
May 2015 © Cybertrek 2015
PHOTO:
WWW.SHUTTERSTOCK.COM/BLOOMUA
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