The Australian & New Zealand Fitness Industry Survey run by Ezypay , is the go-to place for fitness club member’s thoughts feelings and perceptions. It is now 5 years old and is the largest of its kind in the world.
This year so far 11,537 members across Australia and New Zealand have responded to the survey. Some interesting results are emerging.
Traditionally we have been told that it will create a great membership experience or increase retention for members to receive a call from their club. The Australian & New Zealand Fitness Industry Survey has found that 39% of members who responded find these motivational calls annoying. That is 4 out of the 10 members would rather not be called by their club. Does this mean that you can’t contact them at all? No – instead you need to contact them in the way that they want to be contacted, about stuff that is relevant to them.
The survey has confirmed the importance of what many club owners and managers have long told their staff. Fifty-six percent (56%) of respondents stated a personal greeting at the front desk when they arrive was a factor in keeping their membership. The highest influencer for the long term commitment was location, and the second highest influencer in maintaining a membership was professional staff. You can’t always change your location but you can work on the professionalism of your team. So whether your members stay or go may come down to something as simple as a personal greeting from your reception staff.
The survey is still open for members to respond to until the end of January 2012. If you would like to receive the full report, then help us by sending the link to your members. For more information contact Simon Hall, Marketing Manager, Ezypay firstname.lastname@example.org.
Thanks to our survey sponsors, who without their support we would not be able to run the survey.