Why Human Insight Is the Key to Exceptional Customer Experiences

In a world dominated by data, businesses have unparalleled access to their customers' behaviors. Clicks, conversions, and other metrics paint a picture of what customers do, but they rarely reveal why they do it. This is where human insight steps in, offering the "why" behind the data and transforming numbers into narratives.

What Is Human Insight?

Human insight goes beyond data. It’s about understanding customers through empathy listening, observing, and walking in their shoes. It connects the dots between what customers think, feel, say, and do, giving businesses the tools to better serve them.

The most successful companies recognize that commerce isn’t just about selling products; it’s about creating experiences. These businesses don’t just meet expectations they anticipate needs, delight customers, and build trust through emotional connections.

For health clubs, this means recognizing that members aren’t just buy...

Boutique fitness studios rarely struggle to attract attention. They are good at creating energy, excitement, and a sense of novelty. The challenge comes later, after the first few weeks, when the glow of a new studio fades and everyday life returns, many members quietly drift away. This is not usually because the workouts are poor or the brand is weak. More often, it is because attendance never becomes stable enough to survive the realities of busy lives.

In fact data we have on boutique studios has shown as many as 92% of attendees do not make it past 2 months.

Retention in boutique fitness is often discussed in terms of programming quality, instructor charisma, or community vibe. While all of these matter, they miss a deeper point, retention is not driven by how impressive a workout feels on day one. It is driven by how easy it becomes to repeat on day thirty, day sixty, and beyond. Group exercise, when intentionally designed, is one of the most powerful retention tools boutique st...

Why “Lack of Motivation” Is the Wrong Diagnosis for Exercise Dropout

If you work in fitness long enough, you hear the same explanation over and over again.

“They just weren’t motivated.”
“They lost motivation.”
“They didn’t want it badly enough.”

It sounds neat. Logical. Comfortable, but it’s wrong.

When people stop exercising or disappear from a health club, motivation is usually blamed because it’s the easiest answer. It places responsibility firmly on the individual and lets the business off the hook.

But as Resistance to Exercise: A Social Analysis of Inactivity by Mary McElroy makes clear, inactivity isn’t a personal failure. It’s often a social response.

People don’t drop out because they suddenly become lazy. They drop out because exercise stops fitting safely, comfortably, or meaningfully into their lives.

Once you understand that, everything about retention starts to look different.

Motivation Isn’t the Starting Point We Think It Is

The fitness industry loves motivati...

Nike have announced they are to open the first of a series of studios later this year.

We have already seen Hermes, H&M, alo, Resolve and Aviator Nation deliver concept studios both as an addition to their brand offering or as pop-up location to grab media attention.

Nike will launch with two Californian locations the first will both be Nike Training Studios (NTS) with Nike Running Studios (NRS) to follow.

I will be keen to see if this is truly an attempt to enter the fitness studio market or a marketing project to create content for use across platforms. It will certainly attract the one and done influencers and the fitness tourists who will want to post their views of the studios, to their social media following, but have no intention of becoming a regular visitor. I would imaging mainstream media will also jump at the chance to feature this extension of the Nike brand.

Now while the marketing is suggesting all-inclusive the images representing the participants is very much the...

How To Create and Implement Minimum Service Standards in a Health Club

In order to have a successful Health Club you need to deliver a standard service to all of your members. Creating and implementing Health Club minimum service standards lets your employees know what you're expecting of them and helps gain loyal members. In this article, we explain what Health Club minimum service standards are and why they're important, list the steps for creating and implementing Health Club minimum service standards and provide you with several examples. Don’t let the term minimum lead you to thinking low service standards. Here the term minimum is a level that service will not fall below. Hotels like Ritz Carlton and the Four Seasons have minimum service standards that are higher than most of their competitors’ best efforts.

What are Health Club minimum service standards?

Health Club minimum service standards define what a Health Club guest or member can expect from their visit to a Health ...

Retention Convention is all about teaching you how to create memorable and meaningful experiences for your clients so they keep coming back for more.

www.retentionguru.com/register2021

The blog was originally written for the Fitness Business Podcast. If you would like to read it in its original location click on the link at the bottom of this page.

While most people today know me more for work on retention, attrition and member loyalty, the first half of my career was as a fitness instructor, a personal trainer and a trainer of trainers. Much of this time was focused on anatomy, physiology, kinesiology and exercise program design. I thought I was pretty good at exercise program design but I could never understand why customers and clients wouldn’t stick to these programs that I had crafted for them, and that’s why I began to study psychology.

Two masters degrees, numerous short courses, workshops and a PhD later I am still just a focused on improving exercise adherence and retention.

Much of what I have been reading in the past two years has been in the area of experience design. My rational is if members have a better experience they stay members and we see im...

In this post I want to focus on how quickly we are actually recovering and what can we do to accelerate that process.

I want to talk about you looking at your own data. I want you to trust in your own data.

There's an awful lot of data and numbers being produced by trade organizations, by operators and also financial institutions and I think you need to be mindful that comparing yourself to some of that is not going to be useful. Just focusing on what what's going on within your business is probably the most important thing you can do right now, rather than trying to compare you to someone else.

Typical club groupings of members, pre pandemic, let's say this is a thousand members. You have your hardcore exercises, your enthusiasts, regulars, irregulars and your sleepers.

Once the pandemic hit, we saw was there was an overnight contraction of the business.

Within that, we came up with our descriptions, we talk about hard core exercises by visit frequency.

Then you have the enthu...

Q1. If you were to pick just three KPIs for clubs to focus on around member retention, what would they be and how often would you be tracking their progress daily, weekly, monthly, etc.

The first thing I would look at measuring is the retention time and I'd be doing this perhaps every four months, maybe twice a year. Certainly at the beginning of a project, we will always use survival analysis to measure the gap between when people join and when they leave and when people join and when they stopped paying. So we use survival analysis to do that.

That gives us a curve that allows us to see where to intervene in order to improve customer retention. If the curve looks like one of those Olympic ski slopes that the ski jumpers use and there is a cliff almost straight away, that tells us there is a different problem than if there is a fairly flat line for the first three to four months, and then it starts to drop away. So the first thing we would measure would be the time that someone actu...

Each week I get contacted by suppliers who have developed products that claim to improve retention. Some are existing companies and others are start ups. So I have decided to review them and publish those reviews. This is the first is with Shai from CoachAi. I discus the product, how clients are using CoachAi and the result they are getting. I summarise and give my evaluation a the end. 

You can also download the one year case study hear.  https://www.coachai.com/pub/coachai-one-year-case-study-2019.pdf