Move Congress - Group Exercise & Member Retention
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In this session originally recorded at the Move Congress in Budapest in Hungary back in 2019,
I talk about how over time in our research, we've been able to do more on group exercise research and move it up our top 10 list.
I also talk about the impact that has on member retention.
We've moved group exercise up, group exercise used to be at number eight,
but we now have more information about group exercise.
How do we know more?
because now more people in the exercise environment book their group exercise through an app and we are able to track whether they turned up to the club and whether they booked their class.
Itβs not a perfect method but if they turned up to the club and they booked a class, we make the assumption they were in that class because they wouldn't normally turn up and then not go in.
We can see that there's some relationship between people who do both group and individual exercise, like use the gym or swim and staying longer
but group on its own doesn't seem to do it.
Gym on its own doesn't seem to do it.
Swim on its own doesn't seem to do it.
It's when you start combining two activities that tends to happen the longer someone's here within a membership.
So if you join today to be a member of the gym, it's usually around about seven to nine months when someone says,
I'll try a class,
I'll also include swimming.
So they increase the diversity of activity
and we're making some assumptions here but we're making some assumptions around self-efficacy.
People have a greater self-efficacy and feel more confident in that environment.
Therefore they're more likely to try other things that they wouldn't have tried in the past.
