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The Secret to Member Retention Is in Your Data

Four categories drive membership attrition rates: broad economic conditions, seasonal impact, contract design and the user experience. For this article, I am examining the role macroeconomics plays in member attrition and how to mitigate it.  

How much would you pay to save a single member for three months? How about 100 members? Or 400? Or 500? Member retention rates in the fitness industry are notoriously low. Industry leaders often accept these dismal figures as a given or offer broad speculation about what drives member attrition. But if fitness club owners and operators want to stem the flow out of their clubs, they must better understand what is pushing members to the exits.

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