Researcher, international speaker and fitness industry expert on retention, attrition and customer experience
Very few job descriptions include anything about a Fitness manager’s responsibility regarding member retention and attrition and even fewer have their performance measured in this area. Therefore, if the importance of interacting with members is not instilled in the fitness managers, it becomes less likely that they will pass this onto the staff they manage. #lunchtimelessons
Terry Gibbs
1y
Although it pains me to say it many senior leadership teams are not convinced that a focus on retention and attrition, with all that involves will make enough of a difference to justify the effort. I would be interested to hear if any operators have attrition targets the same way they have sales targets.
I agree Paul. Our managers always lead by example on this; especially at Stockley Park & DC Camberley, we had a minimum customer service requirement of 3 points of contact each visit from the Gym team, you'd always see our GM, and FM's on 'walks and talks', this is Instilled in me now.
What a great insight. This is absolutely true. Member retention is so important and yet so ignored in staff training. A whole change in mindset is needed in our industry.
Chloe Young
1y
Interesting and I've had my own experience of this. Working for Cannons Health Clubs back in the early 2000's we encouraged staff out of the back office and to interact with members, later working for a different large health club chain, we were told to get to our offices and not spend so much time connecting with members. Therefore not understanding the value of retention and how much harder it is find new members rather than look after the ones who have already invested.
Unfortunately very few roles of any type include these vital stats in their job roles or bonus structures. Hence why they are still largely ignored by operators as a whole, and why retention rates in the 80’s and early 90’s were 80%+ and are now a fraction of that.
Program Builder
1yThis made me pause and think. As a long time “fitness manager” I agree and understand where this comes from. It’s hard to track which individuals are in the gym for the fitness center itself versus other areas. My staff and I have always been responsible for member engagement but how to track that is difficult. However, I think what’s missed is fitness managers/directors responsiblity for metrics regarding group exercise, personal training, and other fitness or wellness programs, member engagement, retention, and attrition. So the importance isn’t lost but engagement is encouraged as it’s the fitness staff who can help drive member engagement in the classes through their interactions with members.