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Health Club Management

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News

Mindbody report: employing "right trainers" key to customer retention

Fitness operators looking to improve their member retention should focus on recruiting "knowledgeable, friendly instructors".

One in five (20 per cent) people who exercise regularly see having the "right instructor" as the most important factor in sticking to a new fitness regime – but just 4 per cent of people claim to have found their “dream instructor”.

The skills that gym members most value in their trainers differs depending on the member's preferred method of primary exercise.

34 per cent of those who mainly attend gyms for weight training value the trainer's fitness knowledge the most, while the most important quality for those who do HIIT is an instructor's ability to push them hard.

For those who visit gyms mainly to attend yoga sessions, the trainer's patience is the most valued skill.

The findings come from a study undertaken by management software provider Mindbody, which researched data obtained from gyms and studios which use its platform.

“We see in our data that a growing number of people are turning to pay-as-you-go classes and PT sessions as opposed to fixed gym memberships, which presents both a challenge and an opportunity for studios and gyms," said Charlotte Newton, Mindbody's senior marketing manager for EMEA.

“Finding the right instructors who can match clients' needs will really help in driving repeat visits – whether it’s retention or growth that gyms and studios are aiming for.

"The trainers should mirror the brand, reflect the operator's values and help it build its community.”

As part of the study, Mindbody listed the top five traits that gym users in general look for from their instructors:

1. A friendly personality (27 per cent of all members)

2. Knowledge of the industry (22 per cent) 3. Highly qualified (14 per cent)

4. Patience (12 per cent) 5. A positive attitude (10 per cent)

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Fitness operators looking to improve their member retention should focus on recruiting "knowledgeable, friendly instructors".
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34 per cent of those who mainly attend gyms for weight training value the trainer's fitness knowledge the most
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Active IQ
Mark Verstegen, founder and CEO of human performance specialist EXOS, has said that health clubs
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Simon Sinek cites ‘15-18 per cent market penetration’ as the tipping point that must be reached to achieve mass market success and acceptance of an idea
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The IHRSA European Congress, which takes place next month in Lisbon, Portugal, is a must-attend, must-experience event for industry leaders doing business in Europe says IHRSA’s Kristen Walsh
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People
people
With the EXOS programmes, I can guarantee vitality. Our goal is to upgrade people’s lives by finding their true purpose
People
people
What’s on offer in gyms doesn’t appeal to the majority of the population. I’m intrigued to know why the market doesn’t respond
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people
The drive behind everything we do is to help our patients get better. Whether that means climbing Everest, or climbing the stairs
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people
We’re offering members the convenience of having a workout and a chance to shop in a lively, welcoming environment
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People profile
Aerial is tough initially, but people get addicted because of the results they see and because it makes you completely switch off
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There’s no doubt in my mind that training outdoors is a huge mood booster, and a better mood will always result in a better workout
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Interview
Ultimately, people don’t need a place to exercise; if that’s what they want, they’ve got their front room. What people really need from us is the inspiration and motivation to exercise – and that’s the DNA of Third Space
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I want to build a social lifestyle brand that combines music and wellness to create something that inspires people. I want to change the way people think of working out, so it’s like going to a club or a concert
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You have to be careful when you implement change, taking the time to explain what you’re doing and why. It doesn’t matter if it’s a change to the team or a new investor coming into the business – it feels personal to people - Eve Sukhnandan
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Company profile: Legend Club Management Systems (UK) Ltd
Legend provides the leading software solution for driving improvements in leisure operations. We deliver savings ...
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