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’
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Oliver Kitchingman, Editor
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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.
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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