High-risk health club members who received a “successful commitment interaction,” which led to a commitment to utilize the health club at a future date, were 45% less likely to cancel in the subsequent month compared to similar members who received no interaction, according to the IHRSA Member Retention Report (Volume 3, Issue 3): Focus on Member Interaction.
The just-released report was conducted in partnership with The Retention People (TRP) and is based on a survey of more than 13,000 health club members in the UK.
“This report will help club operators identify the types of interactions that will help re-engage inactive members,” said Jay Ablondi, IHRSA’s executive vice president of global products. “Results show that any type of interaction with a member at risk of cancelling can reduce the likelihood of dropping out by nearly 10%.”
The report also found that, for a club that charges membership dues of roughly $70 per month, improving the type of interactions, which lead to a visit soon after the interaction, can increase the total membership yield by over $200,000 for every 1,000 high-risk members.
“Successful clubs understand that quality engagement with members is important to creating a positive member experience,” said Chris Werte, marketing manager of TRP. “The latest Member Retention Report shows that, overall, interactions with a high-risk member not only reduces the risk of cancellation in the subsequent month, but also extends the lifetime value of the membership.”
The IHRSA Member Retention Report series, which examines a different aspect of retention in each installment, is available free to IHRSA members. Member login is required to download. Non-members can purchase the report for $29.95 at ihrsa.org/store.