In this weeks lecture we have discussed different membership schemes and contracts and how organisations manage the membership base. With the emergence of 24 hour gyms with flexible, low costs contracts this has made a big impact in the health and fitness industry and attracting new customers is becoming increasingly difficult to all health and fitness providers.
Operators are becoming more interested in retention based activities and understanding the motivations and behaviors of the health and fitness consumer is needed in order to be successful in retaining their members.
All leisure facilities will have their own schemes for memberships to help improve their membership retention. Many centers have their own membership and retention teams who are directly responsible for for selling membership and retaining members. Customer service is a massive part of retention and therefore it is essential that the facility attracts the right employees.
For this weeks seminar and as part of your assignment 2 you are to research two different health and fitness facilities and evaluate the importance of their membership schemes.
Once you have collected the information you should analyses and consider the following points:
- Are the schemes similar? How? Are they different? How?
- Are these important to the success of the organisation?
- Think about their customers – who are they? Can you categorise their members?
Please upload your answers on the turnitin link in week 6 of the module on the Learnzone page.