PECTIVE
REFLECTIONS OF INDUSTRY LEADERS
Behaviour change is the key
to increasing the lifetime
value of our members – while
improving their outcomes.
WORDS: MICHAEL JORDAN
Managing expectations
In the early stages of the member’s journey,
clubs need to manage the optimism of their
intended behaviour by focusing on short-term
goals in the present, taking into consideration
their current time pressures and life constraints.
This reduces the risk of members setting
unachievable goals that lead to disappointment
and loss of motivation.
Create multiple
methods of feedback on their progress early on
so they feel a sense of accomplishment and are
motivated to continue the journey.
Supporting the other 23 hours
2008 study at Princeton University
asked students how much time
they were willing to give to tutor
other students during the exam period.
Those dealing with their ‘present self’ in the
current semester said they could donate, on
average, 27 minutes of their time. Those
dealing with their ‘future self’ in the next
semester’s exam period said they could
tutor for two hours.
These students, like many gym members,
were far more optimistic about their intended
future behaviour than they were about their
present behaviour. In the fitness industry
the difference between people’s intentions
for the future and behaviour in the present
creates significant shortfalls in their length
of stay, attendance, spending, referrals and
satisfaction in our businesses.
To reduce the gap and optimise each
member’s lifetime value we need to
understand why members behave the way
they do and develop strategies to improve
their behaviour towards exercise.
My work with numerous fitness
businesses around the country, and
internationally, has highlighted some of the
more successful strategies that clubs are
using to change this behaviour.
A
6 | NETWORK SUMMER 2015
The lifestyle of members outside of the gym
significantly influences their behaviour in
our clubs. Sleep, stress, time management
and nutrition all factor. Significantly more
fitness businesses today are working with
specialists in these areas to create a healthy
lifestyle framework for members to follow
in their daily lives