A gradual and staged acclimatization program for new members exercising for the first time might be the key to overcoming one of the modern club’s greatest challenges – early drop-off rates.
The 12-week Get Fit Together study conducted by Penn State and Les Mills International had an attendance rate of 99% among adults doing a program of Les Mills’ group fitness classes.
The secret to such an impressive result is that participants were introduced slowly over a six week period, starting with partial classes and slowly building up to full classes.
Penn State Associate Professor of Kinesiology, Dr Jinger Gottschall says the results could help in an industry where new members often leave in the first few weeks and are difficult to convert into loyal members.
“We can now see that a gradual build-up of intensity and managing expectations helps enjoyment and provides more realistic and achievable returns on their physical fitness early on. Giving new members an achievable plan for that first 12 weeks is crucial.”
Member drop-off rates:
42% of new members quit exercising within 30 days of joining
50% of new members with little to no exercise experience are at the highest risk of dropping out
57.5% of members who leave, do so because of low added value, bad guidance and induction.