GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
Technogym
Technogym
Technogym
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Letters: Write to reply

Retention isn’t only about staff–member interaction

Published in Health Club Management 2013 issue 9

I’m writing regarding your recent three-part retention series (see HCM May, June and July 13). It’s not that I disagree with Guy Griffiths: I’m sure operators would improve retention if his advice were followed. However, what I take issue with is the one-dimensional aspect of every retention discussion that takes place in the fitness sector. It seems the industry views retention as a simple equation of ‘retention = staff engagement with customers’.

The discussion must be expanded, recognising other aspects of the customer experience that affect retention.

We’ve been measuring the ‘availability’ of gym equipment for two and a half years now, and have seen that when a gym is at full capacity and customers can no longer easily get on equipment, the membership base stops growing. As fast as the sales team sells memberships, existing customers leave. When gyms solve equipment bottlenecks in specific areas, removing kit that’s not being used and adding more of the popular stations, membership grows. In one site that had an overall capacity shortage and expanded the whole gym, direct debits increased by £420k p.a.

Simply put, customers stop coming to gyms when they can’t get on the kit they want, when they want, and this has a massive impact on retention.

But what of the retention impact of improving the aircon system, changing rooms, AV entertainment, cleanliness...?

These aspects, and many others, will have an impact. To move beyond the 12 per cent penetration rate, I believe the industry needs to research the impact of other value drivers on retention, and not only focus on customer engagement. Rory McGown, Founder, GYMetrix

New study will link retention with member characteristics

I agree with the editor that using crude member groupings to inform engagement strategies can lead to discord between member and club (see HCM July 13, p5). Unfortunately the majority of clubs, and the industry as a whole, only have limited information on which to base any groupings.

The Retention People’s TRP 10,000© study, which I am leading, aims to do exactly what the editor proposes. The study will survey and follow 10,000 club members and investigate the interaction between member characteristics, motivations, values, club activities and retention. One of the key outcomes of the research will be to understand what kinds of members, with what motivations, engage in particular club activities at various frequencies during different periods of their membership.

In addition, we will be examining the value members place on different communication channels, from reception and fitness staff to SMS, email and social media. The first results from the study will appear towards the end of the year.

Dr Melvyn Hillsdon
Physical activity researcher

The retention study will follow and survey 10,000 club members / photo: shutterstock.com/ Deklofenak
The retention study will follow and survey 10,000 club members / photo: shutterstock.com/ Deklofenak
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/HCM2013_9letter.gif
New study will investigate the links between member characteristics, motivations, values, club activities and retention, says Dr Melvyn Hillsdon
Rory McGown Founder, GYMetrix Dr Melvyn Hillsdon Physical activity researcher,Retention, equipment availability, research, Melvyn Hillsdon, Rory McGown
HCM magazine
HCM People

Scott O’Shea

Founder, Station Mill
Coming from a personal training background, my experience has taught me that people hire the trainer before the training
HCM magazine
Our 24/7 work/stay/play atmosphere is unlike anything else in the world and it’s led by the best in the business
HCM magazine
Most of the world is dealing with some form of disruption to daily life, work life and finances, as well as navigating an uncertain world. Even those who enjoy robust mental health are finding themselves suffering from stress, anxiety, low mood and insomnia. What can the health and fitness industry do to help? Kath Hudson reports
HCM Magazine
Research
Over a third of customers said they felt significantly more comfortable about returning to the gym than to other public places
HCM Magazine
Retention
More than 1,700 industry professionals from 47 different countries joined the virtual Retention Convention recently, making it one of the sector’s largest online events of the year
HCM Magazine
Sponsored
Offering red light therapy to your members can create a valuable source of secondary spend, while also supporting them with their recovery and delivering improvements to mobility, circulation and muscle soreness, as Karen Maxwell explains
HCM Magazine
Editor's letter
There’s never been a more important time for us all to be focused on lobbying, as the industry fights for its work and potential to be recognised and supported
HCM Magazine
When Geoff Whitington started to see his life unravel as a result of diabetes, his sons Anthony and Ian gave up their jobs to help him change his lifestyle. This resulted in a new lease of life for all of them. Anthony Whitington, co-creator of BBC documentary, Fixing Dad, speaks to HCM’s Kath Hudson about the journey the family has been on, their mission to inspire others to engage with their health and the launch of new initiative, Fixing Us
HCM Magazine
Interview
COVID survival strategies, growth plans, and a belief that government is finally recognising the value of the fitness sector. The Gym Group CEO speaks to Kate Cracknell
HCM Magazine
Research
Resistance training is just as beneficial for women over the age of 50 as it is for men, according to a new study from the University of New South Wales
HCM Magazine
Latest News
Chancellor Rishi Sunak has unveiled an additional £700m funding boost for sports and culture, as ...
Latest News
The merger of two tech firms will result in the creation of a business software ...
Latest News
3d Leisure has put the current lockdown to good use, by stepping in to help ...
Latest News
Gyms and leisure centres in Scotland are set to open on 26 April, provided that ...
Latest News
Hundreds of gyms, swimming pools and leisure centres have been forced to close and thousands ...
Latest News
People placing increased emphasis on their physical fitness, the advances made in digital fitness and ...
Latest News
A new guide looks to offer local level practitioners and commissioners – as well as ...
Latest News
What are the effects on public health of gyms and leisure centres being shut during ...
Featured supplier news
Featured supplier: Primal Strength bolsters Scottish expansion with Matrix Fitness distribution win
Matrix Fitness has announced an exclusive partnership with Primal Strength to target an increased strategic focus on the Scottish market.
Featured supplier news
Featured supplier: AskNicely helps empower businesses to improve customer experience and boost NPS
Maintaining a consistent member experience across a growing health and fitness brand can prove challenging.
Video Gallery
Excite Live Experience: Join the party with Technogym
Technogym
The new Excite line makes training more fun and inspiring for any age or fitness level with lots of workouts and entertainment options. Read more
More videos:
Company profiles
Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering exceptional service to ...
Company profiles
Company profile: Indigofitness Ltd
We Create Training Spaces! We've been designing and delivering high quality training spaces for almost ...
Supplier Showcases
Supplier showcase - Egym: Game changer
Catalogue Gallery
Click on a catalogue to view it online
Directory
Flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Flooring
Skincare
Sothys: Skincare
Management software
Premier Software Solutions: Management software
Uniforms
Service Sport: Uniforms
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Spa software
SpaBooker: Spa software
Lockers/interior design
Fitlockers: Lockers/interior design
Property & Tenders
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

Letters: Write to reply

Retention isn’t only about staff–member interaction

Published in Health Club Management 2013 issue 9

I’m writing regarding your recent three-part retention series (see HCM May, June and July 13). It’s not that I disagree with Guy Griffiths: I’m sure operators would improve retention if his advice were followed. However, what I take issue with is the one-dimensional aspect of every retention discussion that takes place in the fitness sector. It seems the industry views retention as a simple equation of ‘retention = staff engagement with customers’.

The discussion must be expanded, recognising other aspects of the customer experience that affect retention.

We’ve been measuring the ‘availability’ of gym equipment for two and a half years now, and have seen that when a gym is at full capacity and customers can no longer easily get on equipment, the membership base stops growing. As fast as the sales team sells memberships, existing customers leave. When gyms solve equipment bottlenecks in specific areas, removing kit that’s not being used and adding more of the popular stations, membership grows. In one site that had an overall capacity shortage and expanded the whole gym, direct debits increased by £420k p.a.

Simply put, customers stop coming to gyms when they can’t get on the kit they want, when they want, and this has a massive impact on retention.

But what of the retention impact of improving the aircon system, changing rooms, AV entertainment, cleanliness...?

These aspects, and many others, will have an impact. To move beyond the 12 per cent penetration rate, I believe the industry needs to research the impact of other value drivers on retention, and not only focus on customer engagement. Rory McGown, Founder, GYMetrix

New study will link retention with member characteristics

I agree with the editor that using crude member groupings to inform engagement strategies can lead to discord between member and club (see HCM July 13, p5). Unfortunately the majority of clubs, and the industry as a whole, only have limited information on which to base any groupings.

The Retention People’s TRP 10,000© study, which I am leading, aims to do exactly what the editor proposes. The study will survey and follow 10,000 club members and investigate the interaction between member characteristics, motivations, values, club activities and retention. One of the key outcomes of the research will be to understand what kinds of members, with what motivations, engage in particular club activities at various frequencies during different periods of their membership.

In addition, we will be examining the value members place on different communication channels, from reception and fitness staff to SMS, email and social media. The first results from the study will appear towards the end of the year.

Dr Melvyn Hillsdon
Physical activity researcher

The retention study will follow and survey 10,000 club members / photo: shutterstock.com/ Deklofenak
The retention study will follow and survey 10,000 club members / photo: shutterstock.com/ Deklofenak
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/HCM2013_9letter.gif
New study will investigate the links between member characteristics, motivations, values, club activities and retention, says Dr Melvyn Hillsdon
Rory McGown Founder, GYMetrix Dr Melvyn Hillsdon Physical activity researcher,Retention, equipment availability, research, Melvyn Hillsdon, Rory McGown
Latest News
Chancellor Rishi Sunak has unveiled an additional £700m funding boost for sports and culture, as ...
Latest News
The merger of two tech firms will result in the creation of a business software ...
Latest News
3d Leisure has put the current lockdown to good use, by stepping in to help ...
Latest News
Gyms and leisure centres in Scotland are set to open on 26 April, provided that ...
Latest News
Hundreds of gyms, swimming pools and leisure centres have been forced to close and thousands ...
Latest News
People placing increased emphasis on their physical fitness, the advances made in digital fitness and ...
Latest News
A new guide looks to offer local level practitioners and commissioners – as well as ...
Latest News
What are the effects on public health of gyms and leisure centres being shut during ...
Latest News
Mobile data and analytics provider App Annie has released its State Of Mobile 2021 report, ...
Latest News
The world's largest fitness trade fair, FIBO, has been rescheduled to November. The event will ...
Latest News
PM, Boris Johnson, has confirmed that gyms, swimming pools and leisure centres in England will ...
Featured supplier news
Featured supplier: Primal Strength bolsters Scottish expansion with Matrix Fitness distribution win
Matrix Fitness has announced an exclusive partnership with Primal Strength to target an increased strategic focus on the Scottish market.
Featured supplier news
Featured supplier: AskNicely helps empower businesses to improve customer experience and boost NPS
Maintaining a consistent member experience across a growing health and fitness brand can prove challenging.
Video Gallery
Excite Live Experience: Join the party with Technogym
Technogym
The new Excite line makes training more fun and inspiring for any age or fitness level with lots of workouts and entertainment options. Read more
More videos:
Company profiles
Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering exceptional service to ...
Company profiles
Company profile: Indigofitness Ltd
We Create Training Spaces! We've been designing and delivering high quality training spaces for almost ...
Supplier Showcases
Supplier showcase - Egym: Game changer
Catalogue Gallery
Click on a catalogue to view it online
Directory
Flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Flooring
Skincare
Sothys: Skincare
Management software
Premier Software Solutions: Management software
Uniforms
Service Sport: Uniforms
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Spa software
SpaBooker: Spa software
Lockers/interior design
Fitlockers: Lockers/interior design
Property & Tenders
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
Search news, features & products:
Find a supplier:
Technogym
Technogym