Thursday Night is Zumba Night
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In this session originally recorded in 2017 for the Fitness24Seven group from Sweden at their annual conference, I talk about some of the things we learned when we've interviewed customers.
This particular clip focuses on the importance of booking and routine and famously I call it
'Thursday night is Zumba night'
The thousand people were selected from a range of different clubs but they'd all been members of two clubs. So we were asking the questions,
how did you choose your first club?
Why did you join?
Why did you stay?
What caused you to leave?
How did you choose your second club?
Why do you stay?
Why did you leave?
The reasons why they join, stay and leave are different.
They are not connected, really not connected.
You have to look at it in a different way.
But I interviewed a woman and she said,
"oh I love this club because they do Zumba here.
But the thing she then went on to say really passionately was Thursday night is Zumba night.
My husband knows Thursday night is Zumba night and so he has to come home from work early to look after the kids and if he can't get home from work early, he has to organise childcare
because Thursday night is Zumba night
and everybody at work knows that Thursday night is Zumba night
because on Friday morning, I tell them how great a time I had Thursday night at Zumba and everybody around me, all my friends know Thursday night is Zumba night."
Now Zumba has some element that was attractive for this woman, but once she gets into the routine of,
same time,
same day,
it becomes part of her week.
What we've seen when we've done analysis for other operators who are similar to you, people who train same day, same time as a routine, stay far longer than people who train on an ad hoc basis.