A constant stream of new members is the lifeblood of a club, so we say each year in IHRSA’s Profiles of Success. Acquiring new members also provides ongoing validation for your efforts in getting your community more active and healthier with the services and facilities your club provides.
However, in today’s industry, with so many fitness options available to consumers, keeping existing members is just as important, if not more so. IHRSA’s most recent Profiles of Success shows that leading club operators are ahead of the pack in this respect, notching a median member retention rate of 72.5%. Leading multipurpose clubs recorded a median member retention rate of 73.2% in 2016, while top fitness-only clubs posted a median member retention rate of 66.2%. In comparison, IHRSA’s Health Club Business Handbook estimates attrition for the “average” club can reach as high as 45%.