Member retention - Presentation Aix en Provence

Member retention (or simply retention or adherence) has been one of the most important topics in the fitness industry for decades now. There are several reasons for this.

The first reason is related to the perspective of the member. If a member joins a fitness club with enthusiasm and with [health and fitness related] motives and goals, but soon ceases to visit the club and to exercise, it will not be possible for these goals and dreams to be achieved. The progress towards the planned and desired health effects will be marginal. This could lead to disappointment and dissatisfaction, which can result in an early cancellation of the membership. It could even lead to avoidance of fitness clubs for the future.

Secondly, from the perspective of the employees of a health club, member retention is of huge importance. Group fitness instructors, who witness members visiting their classes for a brief time period, could experience less job satisfaction. This will be no different for personal trainers and other employees of a health club. A truly motivated fitness professional wants ensure long term goals of their members become a realization.

Thirdly, the management and owners will consequently see the negative effects on the profits of their business. The financial impact of member retention is tremendous. A one percent increase in the retention rate will have a profound effect on the financial success of any company. So, understanding the mechanisms that influence retention is crucial to the management, owners and investors.

This is the presentation on member retention, in Aix en Provence, June 2014, of Jan Middelkamp.

• Type: Presentaties
• Taal: Engels
• Categorieën: Retentie