Effects of Systematic Management for Health Club on Membership Retention
The role of health clubs has become so vital. Most Americans spend their day behind a desk and the role of health clubs has grown to an all new level. It seems in some larger cities that there is some type of health club, personal training facility or studio on every corner. As a health club owner or manager, how do you take advantage of the current trend of growth? How do you set yourself apart from other clubs to obtain members? Once you have the members, how do you retain them? The purpose of this data-based research is to examine the effect of implementing ten critical management factors to retain health club members in the Southern California. A total of 300 (Mean age of 34 ranging from 22 to 45; 136 males and 164 females) health club members randomly selected from 12 health clubs located in a metropolitan city of the Southern California participated in this study. A survey containing 10 items, along with demographic questions was distributed to each participant. Using a 7-point Likert scale, the ten items were consisted of the following questions: (1) communication with new members (2) Follow-up, (3) recognition of participants, (4) sociability, (5) commitment to a schedule, (6) diversification of activities, (7) progression of programs, (8) promotion of programs, (9) reliability of the schedule, and (10) accountability for growth and retention. The participants were categorized into two groups by the year of membership (i.e., cut-off of 5 years). Results indicated that participants who responded more positively and highly kept their membership with the current health club longer, compared to other participants who changed their membership more often. The results implied the usefulness of implementing 10 critical management techniques that will turn new and current members into retained members.
Keywords: Membership Retention in Sport Management
California State University, San Bernardino, Department of Kinesiology