The Four Approaches That High-Retention Clubs Implement to Foster Member Engagement and Loyalty

To retain members, leading club operators typically engage in four approaches as they integrate new members into their facilities. And none of those approaches involves trying to sell them on personal training.

According to IHRSA's May 2013 Trend Report, the main reason health club members continue to use their club is to enhance their overall level of well-being (58 percent gave this reason in 2011) and to get in shape and remain in shape (58 percent noted this reason in 2012).

In studies conducted earlier this century on behalf of IHRSA (e.g., Fitness American Style III, 2007), the leading reason consumers gave for joining a health club was to "get in shape" (64 percent)

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