One of the biggest problems for operators in the fitness industry is the very high member churn rates, which is more than 50% annually. It’s a common story; a well-known fitness centre in UK started a fitness program with some of its best trainers leading the programme and got a really good number of subscribers to participate. When the program started the participants all attended for a few weeks before they started dropping out one by one. By the sixth week of the fitness program, the centre had lost about 30% of the registered participants so they were losing out on the monthly subscriptions. Sound familiar?
Many are trying to tackle this problem, but still no one has cracked it. Based on a research by one of the leading global operators evaluating what creates long-term health-and-fitness success, it concluded that the single most important factor is having a support system. Not only to ease the members class bookings, payments etc. but also to provide them with the support of others, both fellow members and the centre staff. It is about letting members feel that they are part of a community, something bigger than them that make them feel safer, supported, and thus loyal.
The need for interpersonal support is primal. We are social animals. We seek the company and positive reinforcement of others, especially when we are doing work. Countless fitness seekers have found that the right workout partner, the right group of people, the personal support from the staff and the personalised experience can do all that and more. These provide a powerful combination of support, accountability, motivation and, in some cases, healthy competition.
Finding the right support dramatically increases the chances of success. If you choose to workout with someone who does not share a similar commitment to fitness, that can be a distraction or even a deterrent, and if your partner is at a radically different level of health, fitness or ability, you could be held back, pushed too hard or even injured. Psychologically, if you feel like you have a responsibility and commitment toward other people, you are more likely to follow through on that commitment.
New research by Virgin Active, has revealed that exercising with other people is considered better than exercising alone. People who exercise together were shown to train for longer, burn more calories, and visit their health club more regularly. “Sometimes having an exercise partner is the difference between sitting on the couch in the evening and getting up and out of the house”, says Gillian Reeves, National Group Exercise Manager at Virgin Active Health Clubs. “You are less likely to let your partner down if you arrange to meet them to go to a class or the gym.”
People who have worked out with partners or in a group will tell you that the experience is encouraging. It makes you look forward to going to your fitness club even on your most difficult day. Often you will find yourself surpassing your training objectives and maintaining you club membership. The community support can be the key to remaining active at the club and many fitness clubs are now encouraging that people workout in pairs or groups.
EveryMatch (with its fitness brand Activo) has developed a white-label mobile SaaS platform for building fitness member communities, designed for fitness clubs, sports and leisure facilities. The solution is based on EveryMatch’s proprietary matching & management algorithm, which helps people find like-minded partners, manage their activities, ease communications, join and create events or groups, and benefit from a very personalized experience. By that we help our customers to reduce member churn rates, increase retention and improve members’ loyalty and satisfaction.
The solution supports a wide range of activities from gym & studio, running, tennis, badminton, golf and more. The platform is designed as a white label mobile application, fully customised, and ready to serve different brands and companies. Our innovative engine can create and launch tailored applications and sub-applications to our customers within minutes and can support thousands of applications connected into a dedicated database, which support multi languages, multi brands, self-management and more…
See our concept video: https://www.youtube.com/watch?v=Kzf82JNRa0Y
Bottom line, it’s all about people. Make them feel a part of something bigger than them; let them feel part of your community and thus turn them into loyal and long-term customers.
EveryMatch has recently opened its UK office and already signed up with leading customers. The company was also selected by ukactive to join its ActiveLab program as one of the disruptors of the UK fitness industry.
For any inquiries, please contact Shahar Vigder, EveryMatch Head of UK: email@example.com
Find out more about Everymatch at ActiveLab Live! to buy tickets to the event, visit: http://activelab.co/activelab-live/