The 2013 IHRSA Health Club Consumer Report says that with a maturing industry and flat growth rates, the need to prioritize retention is critical. The report states, “Unless the industry identifies a way to significantly enhance membership tenure, it will lose out on one of the most profitable segments of the business.”
Group exercise can provide a compelling strategy to retain members. The Nielsen: Les Mills Global Consumer Fitness Survey (2013) 1 reveals:
- Fitness classes to music the #1 controllable draw card
When gym attendees were asked the main reason they go to their current gym, the top controllable attribute was fitness classes to music.
- Membership tenure is longer for group fitness participants
A higher proportion (49%) of group fitness users stay at their gym for more than one year when compared to all gym attendees (38%).
- If group fitness goes, members will too
46% of group fitness users are likely to cancel their membership or stop attending their gym if their preferred class was cancelled.
- Group fitness participants will spread the word
Group fitness users can also help attract new members. The survey finds they are the group more likely to recommend their current facility to friends and family.