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Industry Leading

Research

Ok, we’ll admit it, we are customer experience management geeks!

Obsessed with knowing everything there is to know about the impact of member behaviour, characteristics and club experience on customer loyalty, we have worked with industry expert, researcher and Associate Professor of Sport and Health Sciences at University of Exeter Dr. Melvyn Hillsdon to produce regular reports for the industry since 2006.

Our primary motivation for this is to help you better understand your members, so all our findings can be downloaded completely free of charge for you to read and apply. We are of course very happy to share our extensive experience should you need support once you have read our research.

Can a Comprehensive Communication Strategy Increase Member Loyalty?

This whitepaper answers the following questions: What is the relationship between the different types of gym member communication (face-to-face, email, SMS etc.) and loyalty (as measured by Net Promoter Score®)? Which combinations of communication channels maximise loyalty in specific member groups? Can effective communication overcome the impact on loyalty of a negative club experience?...

The Association Between Club Hassles and Uplifts and Member Loyalty as Measured by Net Promoter Score®

This whitepaper answers the following questions: Does a member's Net Promoter Score® predict their length of stay? How does the number of hassles and uplifts experienced by a member affect their likeliness of being a positive club Promoter or negative club Detractor? Which specific uplifts and hassles have the greatest impact on NPS®?...

What Annoys Your Members, What Delights Them and How Does This Relate to Retention?

This whitepaper answers the following questions: What delights your members and how does this impact member retention and loyalty? What annoys your members and how does this impact member retention and loyalty? What should health and fitness operators do to harness the power of these findings to promote member engagement and loyalty in their clubs?...

What Motivates Your Members and Does Their Perceived Progress Affect Retention?

This whitepaper answers the following questions: What really matters to members to keep them motivated and engaged? What progress do members report making and how does this affect retention and loyalty? What should owners and managers of health and fitness facilities do to harness the power of these findings to promote member engagement and loyalty in their clubs?...

What Forms of Communication Do Your Members Value Most?

This whitepaper answers the following questions: What type of communication do members value and are they receiving it? Is communication associated with retention and, if so, what kind of communication is the most powerful? What should owners and managers of health and fitness facilities do to harness the power of these findings to promote member engagement and loyalty in their clubs?...

What Impact Does Group Exercise Have on Retention?

This whitepaper answers the following questions: What impact does attending group exercise have on member retention and loyalty? Which club activities do members take part in and what does a typical group exercise participant look like? What should owners and managers of health and fitness facilities do to harness the power of these findings to promote member engagement and loyalty in their clubs?...

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