Have you ever joined a fitness facility and soon after, find yourself wondering why you ever signed on the dotted line? Well, you're not alone. In fact, more than 35% of people who join a fitness club quit each year. IHRSA, an International Health and Fitness Organization, completed a survey of people who recently canceled their fitness club membership to determine their reasons. The most frequently reported reasons for not renewing a membership are as follows:
- Couldn't afford the expense 30%
- Overcrowded facility 27%
- New demands made on my time 26%
- Inconvenient club location 18%
- Lost interest/motivation 17%
- Moved/relocated 16%
- Switched to outdoor exercise 15%
Not surprisingly, concerns about price and time were among the 3 most commonly cited reasons for quitting a club. While lack of adequate disposable income or time are certainly legitimate explanations for leaving a club, it's likely that a significant percentage of the ex-members surveyed hadn't been successful in making fitness or exercise a priority in their life. If your fitness level and health are very high priorities, you'll find the money or the time to commit. If you never use your club membership, it becomes harder and harder to rationalize investing either time or money.
Conversely, regular usage yields greater satisfaction and more benefits, making it easier to identify the value received, and understand the cost and time requirements. So, if you want to actually use your new membership, you'll have to figure out what you need to do to actually commit to your exercise program. A consistent, committed effort will make a club membership worth the investment.
But if you do find yourself wanting to cancel your membership, it's not always your fault. Some members have valid reasons for wanting to leave a gym. IHRSA reported the Top 5 club-related reasons people will cancel their membership:
- Overcrowded 27%
- Dissatisfied with staff 13%
- Lack of personal attention from staff 13%
- Dissatisfied with programs/activities 8%
- Club management inaccessible/unresponsive 6%
If you plan on actually using your membership, you should take notice of these statistics. Interview potential fitness facilities like you would a new employee. Get a tour of the facility and take note of equipment usage. If you notice that every piece of equipment is being used and line-ups extend out the door, you may want to consider shopping around. Talk to some of the other members and inquire about busy times at the gym. Find out if the gym is always crazy or if there are times that are a little slower that fit into your schedule. If an overcrowded gym is one of the number one reasons people will cancel their membership, you want to make sure you're not setting yourself up for failure right from the beginning.
Next, since three of the top 5 club-related reasons for leaving relate to the staff, pay attention to how they treat you during your first introduction to the club. Remember that first impressions count.
- If they speed through the tour not really paying attention to you or your needs, you should be concerned.
- If they act phony or are only concerned with getting your money, go elsewhere. You should feel welcomed right from the beginning even before you dish out the cash.
- They should ask you about your fitness and health history and goals.
- They should learn and use your name, introduce you to other staff and members so you feel part of the group right away and they should spend enough time getting you acquainted to the facility and its services.
- If you don't feel taken care of in that first meeting, how can you expect you'll get treated any better once you join? It's like a relationship - if your partner treats your terribly while you're dating, how can you expect it'll get better once you get married?
The fitness industry is just like any other industry - customer service is critical to success. You're the customer. So, if you're not happy, go elsewhere! But remember both you and your club have equal responsibility in helping you achieve your fitness goals. Your club should provide you with lots of top-notch, well-maintained equipment, personable and educated staff, cleanliness, and a variety of excellent fitness programs. You in turn must take the responsibility to actually use the facility and its services! If both parties are holding up their end of the bargain, you can expect a long-term healthy and fit relationship with your club - your home away from home! |
