What Drives Members To Stay Gym Members
Dr Paul Bedford is an industry guru when it comes to retention studies and then sharing information. In 2014 he did a series of articles for the UK magazine Health Club Management and I found these 7 findings from a study he conducted in the UK on why members stay at their particular club:
- Staff took an interest in them as a person, not someone who had money to spend in their club;
- The club was clean plus they could see the cleaning occurring;
- The exercise environment was designed for easy use;
- There was proper support available;
- They could see re-investment into the club year on year;
- The staff were happy in their job and with their working conditions; and
- The price reflected the level of service they received.
Paul found that experienced exercisers are willing to pay more for what they want. In fact, they may even pay more for less choice, if they get more of what they want! Shown by the development of the niche and boutique studio growth.
Can I suggest that if you want to improve your retention then connect with Paul Bedford through:
Website: www.RetentionGuru.co.uk
Twitter: @guru_paul
LinkedIn: Paul Bedford
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.