DR JOHN MORGAN

RETENTION
PHOTO: WWW.SHUTTERSTOCK.COM/PETER BERNIK
Figure 1.
Proportion of members reporting the frequency of fitness
staff interaction, overall and by gender
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
19.2
22.9
37.0
21.0
12.7
16.2
38.0
33.0
16.4
20.0
37.4
26.2
Female Male All
16-24 25-34 35-44 45+
Always
Frequently
Occasionally
Never
Figure 2.
Proportion of members reporting the frequency of fitness
staff interaction by age group
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
15.0
17.3
36.8
30.9
12.6
20.3
38.9
28.2
16.1
19.7
37.2
27.1
20.0
20.8
36.7
22.5
Always
Frequently
Occasionally
Never
“For members who
report either high or
low progress, the risk
of cancelling reduces
with the frequency
communication”
The chances of being spoken to at
least frequently increase with age, with
two-thirds of members aged 16 to 24
saying fi tness staff only speak to them
occasionally or never (Figure 2).
Long-standing members experience
greater fi tness staff communication
compared to new members, with 50
per cent more of the longest standing
members reporting at least frequent
communication compared to new
members (Figure 3).
The Retention People (TRP) has
shown many times that younger
members and new members are
at greater risk of cancelling their
memberships compared to older,
long-standing members. It’s therefore
the most at-risk members – the
people who would benefi t most from
fi tness staff interactions – who are
least likely to receive them.
Interaction, progress
and retention
Meanwhile, Figure 4 shows there’s a
very strong association between
members’ recent progress towards
their goals and the frequency of fitness
staff interactions: fewer than one in
10 members who report no fitness
staff interaction say they have made a
lot of progress in the last three
months, compared to more than half
of members who are spoken to by
fitness staff each time they visit.
Interestingly, the relationship between
staff interaction and member progress
is strongest for social and enjoyment
progress. Members who report frequent
interactions with fi tness staff are also
much more likely to report they have
made a new friend at the club and to say
they have enjoyed exercising in the last
three months (data not shown).
So does recent progress and fi tness
staff interaction also affect risk of
Both younger and newer
members are among the
most at risk of cancelling
56
Read Health Club Management online at healthclubmanagement.co.uk/digital
November/December 2014 © Cybertrek 2014