A key behaviour related to improved member retention is exercise adherence. While retention measures the time between joining and leaving, exercise adherence measures the number of session completed compared to the number of sessions a member plans to do.
If a member plans and succeeds in completing twelve training sessions per month we would report this as 100% adherence. If, however, they only completed six of the planned twelve sessions they have 50% adherence.
So we measure retention in months and adherence in sessions per month. 100% adherence is rare, unless the target frequency is so low that it’s easily achieved.
Exercise intensity is directly related exercise adherence. As intensity goes up adherence goes down. The tougher the workout the tougher we find it to maintain a regular routine. That may surprise experienced exercisers with the current fascination with HIIT. However, the more difficult an exercise programme becomes, either by intensity or...