Network Magazine Winter 2019 | Page 3

Giving your lifeblood a reason to be loyal will pay dividends Catching up with industry legend and longtime friend of Network, Paul Brown, at this year’s FILEX convention reinforced to me the growing importance of member retention in today’s market. In 2019 more and more clubs and niche facilities, studios and trainers are competing for their slice of, essentially, a similarly-sized pie as a decade ago. Consumers have a plethora of choice, so if an interesting-looking new studio or PT appears in your neighbourhood, what’s to stop your members or clients ditching you for the new kid on the block? And that’s just the ones that are engaged enough with the fitness process to even consider checking out their other options. If they haven’t had their head turned by a new young thing, then their fidelity to you is still by no means assured: if they’re paying their dues but aren’t attending, or committing to their goals, then the likelihood of their continued custom is low. In his article on page 24, Jon Nasta writes that members that attend their club less than once a week are twice as likely to discontinue their membership. Oh well, attrition can be offset with some sales, right? This Post: ‘To inform, inspire and educate our members to be the best they can be’ ADVERTISING For information on advertising in Network magazine, direct email marketing, or through Network’s social media and other online options, please email [email protected], call 02 8412 7486 or click HERE. COMPETITION TERMS & CONDITIONS Unless otherwise specified, all competitions/giveaways contained in this issue commence on 11 June 2019 and conclude on 31 July 2019. Each competition is a game of skill and chance plays no part in determining the winner. The judge’s decision is final and no correspondence will be entered into. Winners will be selected by the editor and will be notified by email no later than 6 August 2019. Click HERE for full Terms and Conditions. Level 1, 33-35 Atchison Street, St Leonards, NSW 2065 ABN 36 624 043 367 Network magazine is the official quarterly publication of Australian Fitness Network. It is distributed in March, June, September and December. While every effort is made to ensure accuracy, Australian Fitness Network accepts no responsibility for the correctness of any facts or opinions. All information including prices (quoted in AUD) is correct at time of publishing, but may be subject to change. Where CECs are stated, they may only be applicable within Australia. We welcome articles from all industry professionals on the understanding that the author ensures the work they submit is their own. No material in Network magazine may be reproduced in any form without the written consent of the publisher. © 2019 All material copyright to Australian Fitness Network. All rights reserved. Oliver Kitchingman, Editor [email protected] AUSTRALIAN FITNESS NETWORK NETWORK’S CORE PURPOSE NETWORK MAGAZINE Editor, Oliver Kitchingman was perhaps once the case, but with figures showing that acquiring new members costs up to seven times more than retaining current ones – and that the cost of getting new members has doubled over the past 10 years – it really makes a compelling argument for investing in the success and engagement of current members. We cannot take our lifeblood for granted. They will be loyal only for as long as we provide them reason to be. It’s perhaps never been clearer that an investment in their happiness and success is also an investment in our own. Ph: 1300 493 832 (local call rate) Ph:     02 8412 7400 fb.me/ozfitnetwork twitter.com/ozfitnetwork ozfitnetwork Web:     fitnessnetwork.com.au 1 E-mail: [email protected] PDPs Your Network Membership provides you with access to 8 CECs or 1 PDP annually at no extra cost. THE NETWORK TEAM We love hearing from our Members. Get in touch using the details below. Network Leader: Katrina Cochrane [email protected], 02 8412 7411 Learning & Development Coordinator: Bel Fong [email protected], 02 8412 7418 Editor: Oliver Kitchingman [email protected], 02 8412 7486 Membership Consultant: Taylor Bridges [email protected], 02 8412 7402 Graphic Designer: Jack Lee, Novu Creative, [email protected], 0466 426 649 Accounts: Accounts Team [email protected] NETWORK WINTER 2019 | 3