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Shaping the Industry: An In-‐Depth Explora9on on Member Behavior
Mike Hills, Global General Manager Phil Bonomo, Director North America
The Reten9on People
@TRPNews
Most was the most useful stat from today?
What ques9on would you ask 10,000 members?
#trp10000
• Who are The Reten9on People (TRP)? • Why must operators of fitness facili9es understand member behavior?
• The IHRSA/TRP North American Member Loyalty Study breaks 100,000 responses!
• TRP 10,000 (UK)-‐ the industry’s first longitudinal study on member behavior
• IHRSA/TRP 10,000? 50,000? 100,000?-‐ studying health club member behavior in the North American Market (launching Q2, 2015)
• How you can get involved.
Today, we will cover:
• Emphasise fun and friendliness
• Understand mo9va9ons and be realis9c
• Ensure members enjoy themselves
• Priori9se fun and friendship over fitness and thinness
The Reten9on People
Research. So_ware Development. Training and Consultancy 1000 sites worldwide.
“Retention is not simply one more operating
statistic, it is a central gauge that integrates all dimensions of a business and measures how well
the firm is creating value for its customers…
... it is the single indicator for measuring
sustainable growth.”
Frederick F Reichheld, The Loyalty Effect
“Running a business on numbers is like playing basketball while watching the scoreboard instead of the ball!”
Ken Blanchard/Sheldon Bowles, Gung Ho!
Net Promoter Score® (NPS)
How likely is it that you would refer [our company] to a friend or colleague?
Not Extremely Likely Likely 0 1 2 3 4 5 6 7 8 9 10
2014 NPS ® Benchmark Leaders Peter Welch’s Gym - Fitness- 89% USAA - Financial Services = 81% USAA - Banking = 81% Apple - Laptop = 72% Apple - iPhone = 67% Apple - iPad = 66% Amazon - Online shopping = 64% Southwest – Airline = 62% Westin – Hotel = 59% Pandora – online service = 56% TracPhone – mobile service = 39% DirecTV - cable/satellite = 34% Brighthouse Networks – ISP = 20%
Current North American Member Loyalty Benchmark
102,787 responses Overall average score-‐ 43% Highest score (OOSS) -‐ 89% Lowest score (PRC, unit) -‐ -‐37% Average (OOSS) -‐ 53% Average (OOMS) -‐ 34% Average (LC) -‐14%
Factor Rank I made new friends 1 I ajended the club as o_en as planned 2
Factor Rank I made new friends 1
Mo9va9on Factor Rank I made new friends 1 I ajended the club as o_en as planned 2 I am healthier 3 I improved my muscle tone 4 I have enjoyed exercise 5 I lost weight 6 I feel fijer 7 I improved my appearance 8 I have more energy 8 I feel happier 8
Factor Rank I made new friends 1 I ajended the club as o_en as planned 2 I am healthier 3 I improved my muscle tone 4 I have enjoyed exercise 5 I lost weight 6 I feel fijer 7
• Emphasise fun and friendliness over fitness and thinness
• Understand mo9va9ons and be realis9c
Make Friends and Set Realis9c Goals!
• How do you encourage new members into group exercise?
• How do you encourage young males into group exercise?
Group Exercise
Do you measure your SALES process?
REWARDS AND CONSEQUENCES
Enquiries
% converted to
Tour/Visit
% converted to
Member
Members who report not being spoken with by either fitness or recep9on staff are more than twice as likely to cancel *
* controlling for all other factors
Do you measures your CONVERSATION process?
REWARDS AND CONSEQUENCES
Visitors
% converted to
ConversaFon
% converted to
Another visit
IHRSA /TRP 10,000 50,000? 100,000?
The first of its kind North American health club member longitudinal study
A longitudinal survey is a correla'onal research study that involves repeated observa'ons of the same variables over long periods of 'me — o@en many decades. It is a type of observa'onal study.
• Membership history • Reasons for choosing current club • Frequency of club usage and ac9vi9es • Recent progress • Use and reasons for personal training • Use and reasons for group/small group exercise • Club communica9on strategies and how members value them • Mo9va9on for exercise • Fitness staff ac9vity • Club posi9ves and nega9ve • Net Promoter Score®
Research Topics
• Open to all IHRSA member facili9es • Facili9es provide member list • Members +16 years • Ajended facility at least once in the past month • Survey deployed online • Target 4% response (i.e. UK study deployed approximately 250,000 surveys to yield approximately 10,000 responses) • Par9cipa9ng facili9es can access results • Par9cipa9ng facili9es invited to TRP management forums
Methodology
• Look for launch announcements, Q2 2015 • What ques9ons would YOU like to ask? • Provide contact details today for early invita9on
How to get involved
Join the Discussion…
Our weekly blog and presentaFon slides:
hjp://thereten9onpeople.com/blog/
AVAILABLE NOW!!