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Retention innovations at LA Fitness
In a bid to increase member retention LA Fitness has introduced a new programme of four instructor sessions called LA Intro.
According to FIA research, 66 per cent of new members leave within the first six months of signing up and for the majority, sticking with the gym long-term is determined by the amount they use the club in the first six weeks.
With this in mind, LA Fitness now gives a 90-minute induction session, followed by a one-to-one with an instructor ten days later. New members then get the LA Intro Taster Class in either LA Spin, Synergize or Bodypump and an intro review six weeks later.
'It's important to remember the majority of members are completely new to exercise and the new environment can be overwhelming,' says retention manager, Elaine Coulthard. 'Regular attendance in these first few weeks is essential for long-term adherence and LA Intro makes the whole experience less intimidating.'
Meanwhile, in a survey by market research firm Allegra, the LA Fitness brand has been perceived as friendly, professional, young and vibrant, with 90 per cent of members saying they were satisfied with their club's overall offering. The group has appointed Circus to continue developing it's brand presence and improve the impact it has on new clients.
LA Fitness currently has 53 clubs in the UK and a further 17 are set to open by August 2003. Details: +44 (0)20 7366 8080