Fitness club owners and operators can stem the flow of members from their clubs by better understanding what pushes members to the exits. Based on my consulting company's analysis of millions of data elements from U.S. clubs' membership and billing databases, we found four categories that drive member attrition rates: broad economic conditions, contract design, seasonal impact and the user experience. Last month, I wrote about
How Elements of a Membership Contract Can Improve Customer Retention
One of the four categories that drive member attrition rates is contract design. How club owners draft their contracts has a direct and measurable impact on member retention. Contracts need to be built around three features.
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