Latest ActiveXchange intelligence shows importance of facilities re-engaging with members as they reopen

Tracking day-to-day recovery trends across the Australian and New Zealand aquatic, fitness and recreation sectors, the ActiveXchange Data Team has identified the importance of facilities re-engaging with members as they reopen in the wake of Coronavirus closures.

Powered by ActiveXchange and SportsEye and assessing the latest COVID-19 impact and recovery industry intelligence, it has been found that with Australia beset by ongoing infection concerns, member re-engagement rates across New Zealand facilities are 25% above Australian levels.

Crucially, the study found that spikes in membership cancellations continues for over two months after re-opening if facilities fail to properly re-engage past members.

Membership re-engagement
Factoring in the different re-opening timelines between counties and across states, ActiveXchange reports that 25% more members have returned to New Zealand facilities compared with those in Australia over a comparable period.

It explains that with New Zealand having now returned to almost pre-Coronavirus engagement levels, Australian facilities (excluding second wave closures in Victoria) are beginning to flatline at between 60-65% of pre-shutdown levels.

ActiveXchange advise that “this will have significant implications in terms of a protracted membership cancellation period (so) it’s vital that venues recognise early if they have a re-engagement issue and take targeted action.

“When analysing how the overall levels of re-engagement with venues compare across different demographic categories we see a consistent increase across all ages and genders with the exception of those aged 40-49 returning at a relatively faster rate.

“Males aged 65 initially returned at a fast rate but then saw a decline at around Week 4. We have also seen declines at certain weeks across both male and females aged 50-64 years.

“By identifying specific groups that are returning at a relatively slower rates than industry trends, and at relative times, venues can put in place targeted interventions, support and communication.

Membership cancellations
The figure below illustrates the membership cancellation trends from a cross-section of venues.

ActiveXchange explains “as known there was a significant lift in cancellations before lockdown was announced in both countries and before membership freezes were introduced.

“Following re-opening there has been a steady increase in cancellations again, well above seasonal averages, which we have seen last for at least two months. Cancellations will be caused through either a lack of re-engagement between the member and venue (have not come back to the facilities), which will be driven by perception and/or a poor initial experience and lack of ongoing support.

“This highlights the need for targeted ongoing re-engagement and up to date tracking of outcomes to continue to tailor and refine approaches.”

ActiveXchange’s intelligence
To address the biggest crisis faced by the industry in a generation, ActiveXchange has key business intelligence behind its operator and local government partners.

Each SportsEye account puts a flexible Data Team in the back pocket of each venue with the online SportsEye platform also providing:

• Ongoing market intelligence and predictive modelling to guide targeted and tracked member engagement; 
• Community and social value impact tracking; 
• Optimal acquisition and retention marketing; 
• Operational planning to manage capacity restrictions; 
• Focussed programming and pricing approaches. 

The ActiveXchange Data Team’s tracking the of recovery trends has been based on membership and attendance data from hundreds of Australian and New Zealand facilities, which have integrated with the SportsEye initiative.

ActiveXchange adds “with the industry in both countries now over six months into the effects of COVID-19, it has never before been more critical to have an up to date understanding of customer behaviours and how to shape proactive, targeted and evidence-based responses.”

The analysis below outlines the current venue re-engagement trends with variations by demographic member categories, and then details the related membership cancellation rates.

For further information contact intelligence@ActiveXchange.org or go to www.ActiveXchange.org