WNiF Magazine - Summer 2015 Edition | Page 46

by Gavin Aquilina D 4 r Paul Bedford is known in the global fitness industry as The Retention Guru (retentionguru.co.uk). A little background information about Dr Beford: In 2015 he presented a study of the North American fitness market for IHRSA, which involved one million members! In this same year he completed a retention presentation tour of Australia as well as presenting and hosting a sold out European Retention Convention. VISITS PER MONTH: THE KEY TO MEMBERSHIP RETENTION In 2014 Dr Bedford completed a four-year research study on the UK fitness industry, which involved 340,000 members. In this year he also completed a study of the New Zealand fitness market and during the years 2001 to 2003 he was a researcher on the UK FIA Retention Report Dr Bedford is also the author of the book Why People Join, Leave And Stay With Health And Fitness Clubs. In the very first month of joining a gym, 28 per cent of members train less than one day per week. In June this year, Life Fitness Australia and the Life Fitness Academy hosted Dr Paul Bedford’s tour in Australia. Some key findings shared during this tour included: 46 • In the very first month of joining a gym, 28 per cent of members train less than one day per week. • In the first four weeks of your client’s membership, you need to get them in for four sessions. By doing so, you can increase your retention by up to 12 per cent. • If over a 12 month period, you can get your members to train on average 1.2 sessions per week (or approximately four sessions per WHAT’S NEW IN FITNESS - SUMMER 2015