Network Magazine summer 2015 | Page 6

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