SO WHAT ...
VIDEOS, ARTICLES AND IMAGES FROM ACROSS THE WORLD: KEEP UP-TO-DATE WITH THE LATEST INTERNATIONAL RETENTION RESEARCH, AS WELL AS THE VIEWS AND OPINIONS OF DR PAUL BEDFORD ABOUT 'WHAT'S GOING ON' IN THE HEALTH CLUB INDUSTRY ...
Keep up to date with the latest international retention research as well as all the views and opinions of Dr Paul Bedford about what is going on in the health club industry and more ...
RETENTION CONVENTION 2016
THIS YEAR'S RETENTION CONVENTION, A TWO DAY EVENT FOCUSED ON IMPROVING CUSTOMER EXPERIENCES...
- Arron Williams: Boutique
- Molly Kremer: Behaviour change
- Dr Niels Nagel: Adherence Compliance
- Dr Paul Bedford: Big Data, artificial intelligence
- Dr Melvyn Hillsdon: What’s the price of silence
- Selda Gamzeli: Strategic & technical direction for customer analytics
- Tiffent Gould: Going digital
- Dr Paul Bedford: So What all the research evidence in one session
The world-renowned experts include Molly Kemmer, who is the Chair of IHRSA and only the third female to hold the position in 34 years.
A thought leader with more than 20 years experience in the health and fitness industry, Kemmer is passionate about innovative programme solutions that contribute to sustainable health outcomes and enduring business models, and she presents internationally, teaching awareness of ‘connecting, knowing, and doing better’.
THE RISE AND RISE OF BOUTIQUE CLUBS
IT STARTED BEDFORE SOUL CYCLE, AN UNDERGROUND MOVEMENT WITH SMALL GROUPS OF EXERCISE ENTHUSIASTS TUNRING UP TO WORKOUT TOGETHER ...
They shared a common desire to train hard, suffer together rather than alone, motivate each other and recognise individual and group achievement. They shared a common goal. Maximize the workout and share the experience.
It began with small studios and enthusiastic instructors and then it gained momentum. The industry looked at it as a fad, something on the periphery, a small group of enthusiastic spinning participants, yoga devotees and Olympic lifters.
Then when Soul Cycle was revelaed, $112 million in anaual sales, people took notice. On the surface it looked easy to replicate. Take a small space, give it a funky appearance, coin a unique training approach and charge by the class not by the month.
Create a quality workout and user experience, make sure you can deliver it to those same high standards over and over again, price it above the norm to create some level of exclusivity.
A KEY BEHAVIOUR RELATED TO IMPROVED MEMBER RETENTION IS EXERCISE ADHERANCE ...
While retention measures the time between joining and leaving, exercise adherence measures the number of session completed compared to the number of sessions a member plans to do.
If a member plans and succeeds in completing twelve training sessions per month we would report this as 100% adherence. If, however, they only completed six of the planned twelve sessions they have 50% adherence.
So we measure retention in months and adherence in sessions per month. 100% adherence is rare, unless the target frequency is so low that it's easily achieved.
THE OTHER SAAS MODEL: SOFTWARE AS A SOLUTION
THE LAST FIVE YEARS HAS SEEN A PROLIFERATION OF MEMBERSHIP SOFTWARE SYSTEMS, WITH CLOUD-BASED SYSTEMS GAINING GROUND. WE'VE ALSO SEEN AND INCREASE IN SOFTWARE SOLUTIONS SUCH AS PERSOANLISED EXERCISE DATE, NUTRITIONAL COACHING, VIRTUAL PERSONAL TRAINING PLATFORMS AND STAFF-TO-MEMBER ENGAGEMENT SYSTEMS ...
While this extra support can produce extraordinary results when implemented well, some lay dormant, costing money and producing nothing. It's at this stage that the software is accused of not being effective, when it may well be a lack of operator focus that's the issue.