To further hammer home the point, another key finding of IHRSA’s 2018 report was that class attendees are 56% less likely to cancel their membership than those who go it alone on free weights or other training equipment. But in this group exercise study, an incredible 98.8% of participants completed the program – an adherence rate that had been virtually unheard of in other fitness studies. In studies where people train on their own, the increasing difficulty of the program usually causes about 40% of participants to drop-out. During the study, the intensity and frequency of workouts increased each week gradually. In one study conducted at Penn State University, researchers started people who hadn’t trained before on a 30-week group fitness program. In addition to a solid onboarding strategy, introducing your new members to group fitness classes is a powerful tactic that reduces the chances of them canceling their membership. Group Fitness Can Slash Your Churn Rate by 50% Keeping just a fraction of your new sign-ups from canceling can be the difference between struggling to keep the lights on and making plans to expand into a new city. So, consider building a new member welcome-protocol to help gym members transition from outsiders to valued members of your community. That’s an incredibly significant statistic when you also consider the research from Frederick Reichheld of Bain & Company, who found that increasing member retention rates by 5% increased profits by between 25% and 95%. Paul Bedford showed that as little as four sessions spread over the first few weeks of membership can boost retention rates by as much as 17% at the 6-month mark.Īnd he’s not alone in his research either – the IHRSA’s 2018 report showed that just two interactions between staff and members each month increased attendance in the following month and caused a 33% reduction in risk of members canceling their membership. And it doesn’t take a tremendous amount of effort either. Welcoming your new prospects into your club with a well-designed onboarding strategy can supercharge your retention rates. So, is there a way to combat the drop-off of members? Yes, there is build a member onboarding strategy. In real terms, that’s an extra $348 per lapsed client that you’ve missed out on by December. Just think about that for a second – the average gym membership in the United States sits at $58/month. Especially when you consider that it costs five times as much to acquire a new member as it does to retain an existing one. As a studio owner, this means you’ll be missing out on a huge chunk of revenue over the latter half of the year. Research suggests that 80% of January gym-joiners quit within five months. 80% of New Members Will Quit Within 5 Months
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