IHRSA Releases New Member Retention Report
Posted: July 30, 2015 in IHRSA
IHRSA: Success By Association
BOSTON MA – The International Health, Racquet & Sportsclub Association (IHRSA) released the IHRSA Member Retention Report (Volume 3, Issue 1): What Differentiates Promoters from Detractors? Conducted in partnership with The Retention People (TRP), the current report focuses on the impact of the Net Promoter Score on club member retention. Based on a survey of more than 10,000 health club members in the UK, the current installment examines how member demographics, duration, attendance, and activity participation vary between Promoters and Detractors.
“The most recent edition of the IHRSA Member Retention Report will help club operators better distinguish the characteristics of loyal members, who may endorse their club to family and friends, from those who may be more likely to badmouth their business,” said Jay Ablondi, IHRSA’s executive vice president of global products. “Although longer tenure is historically indicative of member loyalty, the report shows that recently joined members are most likely to be Promoters.”
According to the report, 51% of members who belonged to a club for less than six months were Promoters, in comparison with 20% Detractors. For members with a tenure of at least 3 years, 35% were Promoters, while 31% were Detractors.
The report also explores the relationship between both gender and age with NPS. While the relationship between gender and Promoter or Detractor status is not particularly strong, NPS category does vary by age groups. Members between the ages of 16-24 and 65 years or older are most likely to be Promoters. Half of members (50%) in the 16-24 age group are Promoters, while 46% ages 65 and older are Promoters. The percentage of Detractors increases between the ages of 25 – 64. The report suggests leveraging the power of staff interactions and group activities with members of all ages, as social activities, including group exercise, typically lead to a higher rate of Promoters.
“Understanding the mindset of promoters is critical to improving overall member satisfaction, which has a direct impact on improving retention,” said Phil Bonomo, Director of TRP North America. “TRP will be studying promoters in depth during an upcoming, first of its kind, North American health club member ‘longitudinal study.’ This study will track active club members over a multi-year period and provide meaningful insight into what makes a promoter, and how clubs create a culture that yields more promoters than detractors.”
Read the full IHRSA Member Retention Report to learn more on the characteristics of Promoters and Detractors.
The IHRSA Member Retention Report, which examines a different aspect of retention in each installment, is available free to IHRSA members at ihrsa.org/research. Member login is required to download. Non-members can purchase the report for $29.95 at ihrsa.org/store. The IHRSA Member Retention Report expands on insight provided in the IHRSA Guide to Member Retention, also available at ihrsa.org/store.
