Reason 1: You’re Not Offering (or Successfully Marketing) Group Fitness
Health club members who participate in group exercise are more likely to retain their membership than those who only use gym equipment, according to a The Retention People (TRP) study.
For the study, researchers analyzed survey results from 10,000 UK health and fitness members and followed up with them at regular intervals to measure changes to their habits and membership behavior. They found that 48% percent of members reported just one activity as the usual reason for a club visit, 32% reported two and, 20% reported three or more.
As of January 31, 2014, 88% of group exercise members retained their membership compared to 82% of gym-only members. And the risk of cancelling was 56% higher in gym-only members compared to group exercisers (27.6 cancellations per thousand per month versus 17.7).
Action Point 1
Think about the barriers that stop members attending group exercise and overcome them. Remember—the uninitiated look into a group exercise studio and see a room full of lycra clad people all completing complicated moves in perfect harmony. Also, think about what would make group fitness classes more engaging for young males, who are the most likely to be gym-only members.