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Health Club Management

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Health Club Management

Health Club Management

News

Friendly environment helps boost member retention, report finds

Gym-goers who have made a friend at their health club are 40 per cent less likely to cancel their membership than those who have not, according to the Mintel UK Health and Fitness Report 2017.

The analysis found that a friendly environment is important for member retention.

Results from a survey of 708 actual and potential gym users showed that half regularly experience annoying "hassle" at the gym, with the biggest hassle being staff not speaking to them.

This is given as one of the reasons why the boutique gym sector continues to grow, as consumers are being provided with a sense of community and belonging that keeps people hooked to classes.

The research goes on to add that larger gyms should follow the lead of smaller ones by treating members in a personalised manner.

It also adds that technology can minimise membership cancellations by making the gym experience more enjoyable and rewarding.

For more and access to the report, read the next issue of Health Club Management.

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