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Our industry needs to realise the reason that 80% plus of the population (varying by country ) don't take part in fitness activities is for exactly that sort of judgemental attitude. If you've been doing nothing then doing short walks is a "workout" for you regardless of what anyone else thinks. To grow our industry we need to be encouraging more people to take the first steps, not immediately judging them

I think as an industry we are too quick to make judgement on the correct protocol of what constitutes an acceptable description of a workout! As a small example we have a wood burning stove in our house. As a result I need to chop logs on a regular basis. I consider my log chopping (sometimes only 40 mins) a workout!

Great subject ! I've been in and out of the health club business at all levels for over 35 years and I agree we should be encouraging everyone to workout in some fashion if they have to start by walking , calisthenics or what have you it is our responsibility as fitness professionals to encourage them to not stop but push further exploring more activities to keep them engaged and not get routine and stale .

Excellent vidéo Paul @retentionguru ... nice insight on the stand point of "who owns the gym" and what mindset they might have on short / long term goals. I often struggle with the lack of attention many gym owners pay to processing the human interactions and their effect on customer experience which then feed into all the KPI you measure. look forward pushing this agenda in 2025.

Great show, Paul.

I see this in my business where people come in and comment on the layout and aesthetics, but know that quickly goes once they settle in. I also think there is a age demographic in how the 'wow' is received. The younger crowd are more tolerant of a gym that is lacking, possibly because of a lack of being able to afford a "better" gym/price point. Older or gym experienced are less tolerant and will leave if they feel the gym isn't delivering.

As a consumer I feel all sales people are only after a "one-night stand", which is why I don't like the term sales consultant. I know once they "have" me they will never call me 😞. When we have a prospect come in, we don't talk about the membership fee, even if that's their first question. We want them to fall in love with the gym. For those who don't ask about the fee, we know they are not looking for a "one night stand" and are usually looking for something different from the usual competitors.

Thanks Paul, I didnt quote get your conclusion regarding tiered memberships and a positive impact on improving retention?

So true Paul. I've carried out two major surveys of former gym members, asking why they left (one for a private chain and one public sector one. The majority of responses quoted one of three reasons: "I'm moving house", "Its too expensive", "I don't have enough time". They nearly all translate to "I stopped visiting frequently enough for it to represent good value for money". Helping members achieve and maintain visit frequency is the best area to focus on and this is rather neatly backed up by the research you and Melvyn Hillsdon did over 20 years ago! 😁

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amazing your videos

NO - "it was to expensive" *could* mean it was to expensive in light of all my other expenses that have gone up dramatically over the last 2 years It was affordable when I took it on and its not affordable now.

Like the new glasses :)

Agree with what you are saying here, although we have noticed an increasing shift to open term memberships at our gym. Interestingly this has increased our income, without an increase member number = better member experiences due to less people. This is possibly a reflection of the demographics who are renters, and tend to move after 6 months for a new job, or leave the county. Term memberships work better, easier to sell if the member is stable, long term rent, or owns a home near the gym.

Great insights, per usual, Paul. Insightful clip.

Super analysis Thanks Paul for taking a data-led approach to substantiating the member by month! Thanks

great stuff, Paul!

Love the cooking analogy

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Shorter gym memberships? I wonder how many people fear sub clinical myocarditis.

Shorter gym memberships? I wonder how many people fear sub clinical myocarditis.

Next question. I want to know why 100% of scientific. Influencers, refuse to communicate in their threads. They won't allow challenge. Not on scientific topics.

Interesting, especially for individuals living outside major cities.

Very pertinent Paul and owners handing over control to unaffiliated bodies like RUclips is a huge long term risk to the whole industry and we have to aspire to a middle ground that maintains the human interaction and upsells the skills of qualified instructors

Very on point this discussion @retentionguru ... I'd suggest clubs need to create more synergy between their members of staff, sales people, PT's, and Group-ex, to create the ressources necessary to actually create the necessary appointments ... I made a presentation on the "HOW TO" at @FIBO recently, so maybe this can join up all the dots ...

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So true, Paul. We talk about this a lot. "Speak in common, understandable language. If you do use a technical term, explain the term in simple language."

We people sign up with us, we ask the new member prospect why they are leaving their current gym. Typically, the same reasons come up. 1 - staff and staff interaction or lack of it, 2 - Equipment is not maintained, or shows signs if wear and tear, 3 - Cleanliness, gym was dirty. We get comments that our gym is clean, which i find odd as I would have thought that we are doing nothing different from what would be expected, but it seems we are. We also ask members when they leave us the reasons, generally its moving from the area, or leaving the country. We could take that with a pinch of salt, but knowing the members makes us believe the majority are telling the truth.

I am not sure users get bored. Top indoor cycling studios retain members as the experience is amazing - best-in-class trainers, atmosphere and a clear focus on the exercise modality retain members.

Simple and effective piece there Paul! Just been doing some customer service training with our newest team members, it is absolutely an element that has to be reinforced over and over. - Claire

Love it Paul!

An essential part of anyone in any role's onboarding, or when promoted to a new role. Along with, what are the rookie mistakes, or cultural gaffs I could make in my first week / month etc. 'How things actually happen around here' is a resource I've built a few times.

love the 144 club !

are the 1>>8 in this clip a hierarchy ? and is there a reason for PT being at number 8 ?

Thanks Paul. I like the focus on setting achievable goals. The fact that the study of 700 participants requires to adhere to min 150mins per week where 2/3 of the group were considered to have failed is funny. Do you mind to share that study. It’s very telling

Paul, can you clarify superordinate goals for me, please?

Thanks Paul, very informative. Very important note on the process goals changing behavuiours to reach the oucome. It's very common to see your example on going straight to the SMART goal "how many kilos do you want to lose" without first understanding why they want to do this and what their current situation is. Thanks Paul! Really enjoyed it.

One quick qestion, on which group the study was conducted ?

really interesting - is this typical ? I always thought the vast majority don't come at all?

Really interesting to see how our perceptions of digital interaction (and the quality of video 🤣) have evolved in the past 8 years. I'd still be miffed if staff WERE present but didn't even acknowledge me but having attendance (or occasional attendance milestones) acknowledged digitally is, these days at least, surely better than no interaction at all. THough this probably tips the other way when frequency of contact is too high and we create "notification fatigue".

Sheesh, customers only staying for 2 years. That's not a good business to be in.

Interesting Paul, can you go more into the bit about "Group on its own / individual on its own" vs "the two combined" ... some comparative stats wold be great, like if you could say something like we got "31% / 29%" retention versus "57% retention" in a case / sample ... ?

Hi Paul, it’s always a pleasure to listen to your video clips. You mentioned that up to 60% of members after six months will buy PT. Do you mind to explain what type of data and research you have to substantiate that comment. Thanks mate

Mind blowing! I don't know how to get half of these stats for our 3 gyms in a 30 mile radius lol.. inspiring!

Very good clip Paul

Hi Paul. Nice clip and good points as always.

Would you please share your updated data on boutiques since the 2018 interview?

Love your content! Thank you for all you do to help us retain our members!

In all fasion related matters, my wife is internally referenced, too. Both hers and mine. The key is context, as that effects whether internal or external. Also, time, trust, recommendation, experience, perception, framing. My rule of thumb is assume they're all internal. It helps in making not make an arse of myself.

The question from the porter study is going to keep me awake tonight lol.. thanks for sharing