Why People Are Dissatisfied With Fitness Centers!
By Joe Mullen
Member retention is a major goal of fitness centers. Most are miserably failing at this goal according to a recent survey conducted by IHRSA. They released the results of a six month survey of more than 10,000 former health club members. A sample of what this survey revealed:
- Only 45% of former members said they were favorably impressed with their club's facilities. 55% were not favorably impressed.
- Only 37% said they had received a good introductory orientation. 63% did not receive a good introductory orientation.
- Only 24% said they were impressed with the professionalism of the staff. 76% were not impressed.
- Only 21% said the staff took a personal interest in them. 79°r6 said the staff did not take a personal interest.
- Only 15% said they felt a "sense of belonging" or "fitting in" at the club. 85% did not have a sense of belonging.
- Only 14% could say that they were pleased with the club's responsiveness to their particular needs or suggestions. 86% were not pleased.
- Only 13% said the staff helped them achieve their personal fitness goals. 87% felt the staff did not help with personal goals.
- Only 11% said they were able to make friends quickly with other members. 89°.6 said they were not able to make friends quickly.
Jim Annesi, the industry's leading strategist f membership retention issues, summarizes the research this way:
First, without intervention, the motivation to exercise is usually easily and quickly lost. Second, almost all club dropouts report that they did not get enough attention from staff.
Third, almost all club dropouts feel that staffs were not instrumental in helping them reach their fitness goals.
Annesi believes that this research clarifies, as never before, the three foundational components of any breakthrough membership retention program. First, says Annesi, we need to understand, with much specificity as possible, the new member's goals or objectives in joining the club.
Second, we need to negotiate and document manageable short term objectives, with each new member. And, third, we need to systematically tract and support the member's progress in meeting their fitness objectives.
Fitness is a very competitive business.
The major goal is to service the public. At all times! |