DR JOHN MORGAN

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RETENTION Interaction = progress = retention Can fitness staff alter member progress, and does this improve retention Dr Melvyn Hillsdon reports, in the fifth part of his TRP 10,000 series Females are more likely to be spoken to by staff than males 54 Read Health Club Management online at healthclubmanagement.co.uk/digital November/December 2014 © Cybertrek 2014
PHOTO: WWW.SHUTTERSTOCK.COM About TRP 10,000 onducted in partnership C with The Retention People, TRP 10,000 is the biggest and most comprehensive survey of member behaviour ever carried out in the health and fitness industry: 10,000 health and fitness members completed a baseline survey of their exercise habits and membership behaviour between July and September 2013. During regular intervals over the coming years, they will be followed up to measure changes to their habits and membership behaviour. The respondent profi le was: Average age 41 (16 to 85 years) 56 per cent female Half of members had been a member for at least 12 months, 25 per cent less than six months and 25 per cent more than three years First ever club for 25 per cent 24 per cent had been a member of the current club before 67 per cent of members used their club less than twice a week e already know that members’ progress towards their goals is an W important determinant of retention (see part three of this series, HCM July 14, p48). For each goal that members reported making progress on, their risk of cancelling in the next month fell by approximately 10 per cent. We’ve also highlighted the benefi cial effects of fi tness staff interaction on membership retention (see HCM Sept 14, p42): even when members experience hassles in their clubs that increase the risk of them cancelling, the risk can be reduced if fi tness staff regularly talk to members. In this month’s article, we’ll look at the combination of fi tness staff interaction, member progress and subsequent retention. Data and analysis Members were asked how much progress they had made in the last three months against a list of 10 possible goals, including losing weight, feeling fitter and making new friends. The number of goals members said they had progressed on were summed to make a score between 0 and 10. Research shows a link between frequent staff interaction and making friends at the club “Fewer than one in 10 members who report no staff interaction say they have made a lot of progress, versus more than half of those who are spoken to on each visit” The scores were then classifi ed as high or low progress, with the high category representing the top 25 per cent of members’ scores. Members were also asked how frequently fi tness staff spoke to them by ticking one box: always, frequently, occasionally, or never. Member-staff interaction So how often do staff speak to members, and who do they speak to most Figure 1 (see p56) shows that, overall, over a quarter of members say fi tness staff never speak to them, and over 60 per cent say they speak to them less than frequently. Females are more likely to be spoken to than males. November/December 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 55
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DR JOHN MORGAN

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