How loyal are your fitness club members?

Fitness club retention experts The Retention People (TRP) are set to launch the first industry benchmarking study into member loyalty in Australia and New Zealand.

The TRP Member Loyalty Study aims to help clubs answer key questions such as: how does your club's retention rates compare with your competitors?; are your employees 'delighting your customers?'; and how loyal are your members?

Over the last two years, TRP's national surveys in the United Kingdom have created a robust loyalty benchmark for the industry. Using the Net Promoter Score® (NPS®) - a metric used to gauge the loyalty of customer relationships - surveys have been completed from over 50,000 customers from a wide range of club and centre operators including large chains and public sector operators, to small private independent facilities.

Now focusing on Australia and New Zealand, the TRP project will provide participating operators with a better understanding of the values of member loyalty. They will also be able to gauge their performance against industry benchmarks, seeing how their organisation has performed against the industry as a whole, as well as against those in their sector or region.

As TRP National Training and Retention Director Spresa Vella explains "the study will provide each club with real time feedback from their members, enabling real, actionable outcomes on what matters most to improve their customer loyalty."

As well as being fully licensed to deliver NPS® to the fitness and wellness industry, TRP has developed a robust series of management tools that deliver statistics about the performance of service delivery in real time, so operators 'always know where they stand' with their members.

Explaining the NPS®, Vella adds "the score is collected from asking your members one simple question, 'how likely are you to recommend our club to a friend?'

"It is based on years of research and used by many of the world's leading corporations to measure customer loyalty and generate sustainable business growth (including) Apple, Amazon, Harley Davidson and IBM, (each of which) use NPS to drive 'constant improvements' within their businesses.

"NPS® not only provides a far more meaning customer loyalty metric, it also benefits from extremely high response rates compared to other forms of surveying."

When complete, TRP will use the research to drive the development of effective retention solutions as it has done in other markets. These include software products, retention processes and training packages that improve the member experience.

TRP works with club operators worldwide to create promoters of fitness brands and increase member loyalty.

For a limited period only, clubs may participate free of charge in this national benchmark member loyalty and retention study. 

Click here to contact The Retention People via their entry in the Australasian Leisure Management Supplier Directory.