The Retention People have released the findings of a research study, conducted in conjunction with LeisureNet, into the main aims of health and fitness operators over the next 3 years.
5000 operators were invited to take part in the study across all sectors, with the majority of respondents of a senior level position within the public sector (see figures 1 and 2).
Fig. 1 - Type Of Operator
Fig. 2 - Position In Organisation
The findings showed that operators’ 3 main business goals for 2010 and next 3 years were:
- Increase participation of our customers in exercise
- Provide better product and service to our customers
- Increase profitability of the business
Fig 3. How would you describe the main goal of your business for the next 3 years?
The main focus of the business in order to achieve the above were found to be:
- The member experience – 28%
- Sales and marketing – 26%
- Staff training, management and development – 23%
Fig. 4 - Which area of your business do you plan to focus on in order to achieve your goal above in the short to medium term?
The study showed that many operators were unclear as to how to improve the member experience, with confusion over the various solutions currently on the market and no clear strategy for linking all of the activities that had been developed internally.
The services that operators were most likely to use a 3rd party for were:
- Measuring retention effectively
- Training in customer service for staff/management
- Interaction Software
The Retention People were seen as the market leader in being able to provide these services.
After receiving the results of the research study, The Retention People has made a number of investments in product diversification and resources, resulting in the creation of three divisions within TRP:
- Software with Business Coaching
- Training and Staff Development
- Strategic Consultancy and Data Analysis
“TRP was the original innovator in solutions to improve the member experience” says Alister Rollins, Founder and MD of The Retention People, “I am pleased the research supported our market lead however we are not complacent about being the leader in this field. We invest heavily in retention research which drives further innovation. We hope the clear categorisation of our services and the diversification of our product range into lower cost solutions will enable more operators to benefit from our knowledge and experience in this field, whatever their current position in developing a member experience strategy.
“This industry should be growing at a rapid rate, but because of a continued high churn rate we are not. We have proven that several processes can be implemented to slow down the churn in health club members and we hope that all operators, large or small, can now start to see how a focus on the member experience increases retention and to realise the financial benefits that follow.”
