The International Health, Racquet & Sportsclub Association is the fitness industry's only global trade association representing over 10,000 for profit health and fitness facilities and over 600 supplier companies in 75 countries.

 

 



From educational tools and events to promotional programs and public policy initiatives, IHRSA brings you success... by association!

Join | Renew
Pledge Your Support

 
Search IHRSA Blog
« Gymtopia Shares Fitness Industry's Good Will | Main | NEHRSA/IHRSA Event Begins »
Wednesday
Nov052014

Second Performance Stat Operators Should Track

IHRSA is able to provide many different metrics via Profiles of Success. Using the Industry Data Survey (IDS), key club performance indicators like revenue, membership, traffic, and payroll, as well as income statement data are compiled, analyzed and tracked.

Earlier this week we blogged about the first of three key stats that operators should be aware of for a successful business. Here, as promised, is the second:

Key Stat #2: Leading club operators spend a median of $118.65 in sales and marketing costs per new membership account.

The IDS also tracks sales and marketing costs per new membership account. This metric is often used to estimate how much it would cost to replace a member. However, some clubs consider the cost per new membership account in calculating the lifetime value of a member. 

Based on participating clubs, the sales and marketing costs per new membership account is $118.65. (This number excludes expenses related to sales and marketing staff and contractor.) That being said, sales and marketing costs vary by club type. For example, fitness-only clubs reported spending a median of $84.59 in sales and marketing per new membership account, while multipurpose clubs indicated spending $138.36.

For more on IHRSA Profiles of Success, visit ihrsa.org/profiles, or e-mail research@ihrsa.org.

Reader Comments

There are no comments for this journal entry. To create a new comment, use the form below.

PostPost a New Comment

Enter your information below to add a new comment.

My response is on my own website »
Author Email (optional):
Author URL (optional):
Post:
 
All HTML will be escaped. Hyperlinks will be created for URLs automatically.