Two common trends across top-performing health clubs have a positive impact on member loyalty, according to a study by The Retention People (TRP), which created a loyalty benchmark for the UK health club industry.
Researchers generated more than 40,000 responses across hundreds of clubs by asking them to rank their health club using the Net Promoter Score (NPS), a rating obtained by asking customers a single question on a 0 to 10 rating scale: “How likely is it that you would recommend our company to a friend or colleague?”
Based on their responses, customers can be categorized into one of three groups: Promoters (9-10 rating), Passives (7-8 rating), and Detractors (0-6 rating). The percentage of Detractors is subtracted from the percentage of Promoters to obtain a Net Promoter Score.
Respondents can also fill out a free-form box to explain why they chose their rating. TRP used the scores and common phrases used by respondents to create word clouds to identify trends and themes.
Trends Across Promoters for Top-Performing Clubs
- Staff: The most dominant category or the most frequent positive comment used by members to explain their high score was relating to staff. Nearly 1 in 4 of the comments from the top scoring NPS clubs related to ‘fantastic staff’, ‘great service’, ‘friendly team,’ and similar terms.’
- Facilities: ‘Facilities’ was the second most common reason for members giving a promoter score of 9 or 10, with around 1 in 7 members citing this, followed by equipment, value for money, classes, and convenience.
Trends Across Detractors for Top-Performing Clubs
- Crowded, changing rooms, equipment, and facilities were the most common words used by detractors of the top performing clubs. Interestingly, there were no complaints at all about the staff or service. In fact, there was only one common theme of reasons cited for not recommending these clubs; that they were too busy at peak times (or maybe put another way—too successful). Changing rooms and facilities were also referred to by limited numbers of people.
For more in-depth information, graphics, and guidance, read the IHRSA Member Retention Report: Focus on Member Loyalty by clicking the button below.