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FIA Retention Study findings will be unveiled at LIW next month
Findings of the Fitness Industry Association's (FIA) Retention Study will be presented at Leisure Industry Week next month (October).
Gladstone MRM, who is sponsoring the study, says the emphasis has developed quantitive research in the original study to qualitative research into a segment of the original group.
The original study discovered that the factors increasing retention of club membership include paying a joining fee, paying annually rather than monthly and that members who visit the club over four times in the first month are 30 per cent less likely to cancel their membership.
The qualitative research is to look at the more emotive factors affecting a member's attitude towards their club. Gladstone says this includes what expectations a member has when joining a club, what are their reasons for leaving the club and what could have prevented them from making that decision.
The study has also identified a stage within a person's membership called the 'tipping point'. A member's satisfaction can be measured on a scale - the tipping point comes when an event occurs at the club that causes the member to leave. Gladstone says one of the most significant points is that the study has discovered that even the smallest incident can tip the scale.
The findings of the study will be presented by Dr Melvyn Hillsden from the London School of Hygiene and Tropical Medicine at LIW 2002.