Wednesday
Nov182015

Stay Connected to Keep Your Club Members Raving Fans 

Latest IHRSA Member Retention Report continues discussion of club Promoters and Detractors

Boston, MA November 18, 2015 -- Today, the International Health, Racquet & Sportsclub Association (IHRSA) released the IHRSA Member Retention Report (Volume 3, Issue 2). Conducted in partnership with The Retention People (TRP), the latest report builds upon the previous installment, focusing on the impact of the Net Promoter Score® on club member retention.

Based on a survey of more than 10,000 health club members in the UK, the current edition examines how communication strategy, member progress, and the impact of club improvements and inconveniences affect retention.

“Understanding how club strategies and support of member goals can impact a member’s likelihood to praise or criticize their club is an important key to club success,” said Jay Ablondi, IHRSA’s executive vice president of global products. “This new research shows that when members receive frequent communications from their club, they are more likely to be Promoters than Detractors.”

According to the report, members who received at least one phone call, email, text, or social media message from their club were more than twice as likely to be a Promoter than a Detractor. And members who received communication from their club four times a month were greater than 10 times more likely to be Promoters than Detractors.

Not surprisingly, member progress with goals also affects NPS status. Roughly two-thirds or more of members who indicated making progress were Promoters, in comparison with Detractors. Sociability also ranked high among Promoters, as 70% of members that reported having made new friends were Promoters.

“Understanding the mindset of Promoters is critical to improving overall member satisfaction, which has a direct impact on improving retention,” said Phil Bonomo, Director of TRP North America. “In collaboration with IHRSA, TRP will be studying promoters in depth during an upcoming, first of its kind, North American health club member ‘longitudinal study.’ This study will track active club members over a multi-year period and provide meaningful insight into what makes a Promoter, and how clubs create a culture that yields more promoters than detractors.”

Read the full IHRSA Member Retention Report to learn more about Promoters and Detractors.

The IHRSA Member Retention Report, which examines a different aspect of retention in each installment, is available free to IHRSA members at ihrsa.org/retention. Member login is required to download.

Non-members can purchase the report for $29.95 at ihrsa.org/store. The IHRSA Member Retention Report expands on insight provided in the IHRSA Guide to Member Retention, also available at ihrsa.org/store.

 

About IHRSA
The International Health, Racquet & Sportsclub Association (IHRSA) is a not-for-profit trade association representing health and fitness facilities, gyms, spas, sports clubs, and suppliers worldwide. IHRSA and its members are dedicated to making the world healthier through regular exercise and fitness promotion. Additional fitness industry research can be found at ihrsa.org/research. Find a quality IHRSA club at healthclubs.com.

 

About The Retention People
The Retention People (TRP) are leading researchers in health club member retention. TRP uses research to drive the development of effective retention solutions. These include digital products, retention processes and training packages that improve the member experience. TRP works with club operators worldwide to create promoters of fitness brands and increase member loyalty.