The First Step is the Most Important Step to Fostering Member Engagement and Loyalty
Published: January 22, 2014
According to studies conducted by IHRSA around health club consumer behavior (e.g., IHRSA Trend Report), the leading reason health club members continue using their club is related to enhancing their overall level of well-being and the need to get in shape and remain in shape. In member experience work ClubIntel has conducted for clients, three of the top drivers of member loyalty (highest correlation to member loyalty metrics and NPS) are: has the member achieved at least one of their health/fitness goals since joining, has the club’s programs helped them achieve their goals, and finally, have the club’s instructors been instrumental in helping them achieve their goals. Consequently, in this White Paper we address the topic of new member engagement, a process that provides new members an opportunity to achieve their declared health and fitness goals. Clubs that can create and execute a system that lends immediate and personal support to each new members journey toward enhanced well-being will find themselves generating enhanced levels of member loyalty and membership retention.