Research
Download free resources, papers and reports to better understand your customers, and current trends.
Ok, we’ll admit it, we are customer experience management geeks!
Obsessed with knowing everything there is to know about the impact of member behaviour, characteristics and club experience on customer loyalty, we have worked with industry expert, researcher and Associate Professor of Sport and Health Sciences at University of Exeter Dr. Melvyn Hillsdon to produce regular reports for the industry since 2006.
Our primary motivation for this is to help you better understand your members, so all our findings can be downloaded completely free of charge for you to read and apply. We are of course very happy to share our extensive experience should you need support once you have read our research.
Supporting the customer journey
Staff-less and automated gyms which are available at all hours are becoming ever-popular and the industry is increasingly looking to this model due to pressures of the cost-of-living crisis. We know from our research that 87 per cent of members want to be engaged with...
What is the Fitness Market Potential in 2022?
Following on from the release of our recent report on the Fitness Market Potential in 2022, we are delighted to share with you a discussion between industry experts; Dr Melvyn Hillsdon, David Minton, Dr Paul Bedford and David Connell. Hosted by Marc Jones, Head of...
COVID-19 Reopening First Visit Survey Report
IN THE SUMMER OF 2020, FOLLOWING THE REOPENING OF THEIR FACILITIES AFTER LOCKDOWN DUE TO COVID-19, A SELECTION OF OUR CUSTOMERS SURVEYED THEIR MEMBERS ABOUT THEIR EXPERIENCE OF VISITING THEIR CLUB IN THE ‘NEW NORMAL’, WITH A SPECIFIC FOCUS ON CLEANLINESS AND SOCIAL...
Does What Motivates a Member and Their Recent Progress Towards That Goal Affect Their Net Promoter Score® (NPS®)?
This whitepaper answers the following questions: What motivates members and how much progress do they perceive they are making towards their goals? Do members feel they are making the progress towards their goals they expected they would? Does making progress towards a goal increase member loyalty, as measured by NPS®?
2018 CEA Member Engagement in the Global Health and Fitness Industry Survey Report
This report contains the findings from the Customer Engagement Academy’s (CEA) April 2018 survey into how health and fitness club operators engage with their members and covers the following areas: The industry’s understanding of member engagement and how important it is seen to be. How operators are currently engaging with members, with a specific focus on social media and email. How operators are measuring the effectiveness of their engagement with members. The future of member engagement and operators’ plans for 2019
How Do The Activities Members Usually Take Part In and How Often They Attend Affect Loyalty?
This whitepaper answers the following questions: Which activities do members usually take part in when they visit their clubs by gender, age group, and length of membership? How does a member’s participation in specific activities and how often they visit affect loyalty (as measured by Net Promoter Score®)? What can you do to increase the number of loyal Promoters in your club?