The Group Exercise Impact on Club Membership
Published: March 27, 2013
Membership retention, member loyalty and member advocacy have recently taken center stage in the club industry. As part of that discussion, the question has risen as to whether members engaged in group exercise are more likely to be advocates, as well as spenders, than members who engage in a fitness routine in the gym. While no industry-wide research has been undertaken to address the question, ClubIntel has uncovered among its clients some interesting data that would indicate that group exercise participants are more likely than other club users to “love” their club, as well as being more likely to remain members and to recommend friends and family to join. This paper explores these responses and poses some possible insights as to why group exercise participants are more likely to be loyal members and advocates.