A Comprehensive Understanding of Retention

and Consumer Trends

Mike Hills and Melissa Rodriguez

Net Promoter Score® (NPS) How likely is it that you would refer [our company] to a friend or

colleague?

Not Extremely Likely Likely 0 1 2 3 4 5 6 7 8 9 10

® Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld.

Net Promoter Score® (NPS)

2=20% 4 4=40%

40% - 20% = NPS of 20%

Why so Powerful? 1. Probes both dimensions of loyalty:

* Best features * Best service * Best price

* They know me

* They value me

* They listen to me

* They share my values

Why so Powerful? 2. Beyond Satisfaction

Most defectors are satisfied…but they still leave:

Neutral or Dissatisfied

Satisfied

Why so Powerful?

Why so Powerful? 4. Predicts future attendance

UK and North America Health and Fitness NPS®

Scores collected since late 2010

Automated, consistent survey

Over 300,000 responses from over 600 clubs so far

Promoters: 47% Detractors: 20%

Overall NPS: 27

Scores collected since late 2012

Automated, consistent survey

Over 100,000 responses from over 200 clubs so far

Promoters: 58% Detractors: 16%

Overall NPS: 42

UK Health and Fitness NPS®

Worst Club: -80% Best Club: 76% Worst Group: -36% Best Group: 56%

Sector NPS® Owner-Operated Single Site 47% Local Authority (non profit) 29% Trust (non profit) 25% Contract Management (profit) 21% Private club Chains -6%

Worst Club: -37% Best Club: 89% Worst Group: -3% Best Group: 77%

North America Health and Fitness NPS®

Sector NPS® Owner-Operated Single Site 53% Owner-Operated Multi Site 32% Multi-site chain 14% Corporate Partnership Coming soon Franchise Coming soon

15%

UK Health and Fitness NPS®

24%

35%

39%

31%

29%

24%

Coming soon…

North America Health and Fitness NPS®

What Next?

•  Contact member •  Find out more •  Agree actions

•  Make things right for this member

…and others affected by same issue

•  Feedback to the member

•  Re-survey and measure the success or otherwise

of your actions.

1

Staff look bored and un-interested and seem surprised when you say good morning to them. Customers are often kept waiting in the cold for the gym to open. If customers can make it to the gym for 7am is it too much to ask that the staff can too? I see so many people arrive at the gym, wait for 20 mins and then eventually drive away because they've missed their window of opportunity to exercise before going to work! A bad way to treat your paying customers! Thanks

What Next? 10 This gym has everything that I need, the opening hours are great, the

staff are very friendly and I couldn't be happier.

10excellent service given, everything explained, customers listened to and correct wervices given. lovely friendly place and staff - highly recommend

10 i felt that i had belonged forever - no one made you feel uncomfortable

10 FRIENDLY, AND EASY GOING GYM NO ONE FEELS OUT OF PLACE OR EMBARRASED.

10 Great equipment Friendly Service Great value for money Good choice of classes included in the price Good location

10 Good facilities and equipment. Excellent, friendly staff Fantastic price (best i have ever found) and all classes are included

10 its the best friendliest gym ive been too.

10I have found that the gym is very friendly, very clean and the staff take an interest in your progress, unlike the gym that I was with previously. It's also value for money.

10 i was made to feel very welcome, put at ease and the staff were all incredibly helpfull. fantastic!!!

Participate for Free and receive:

1.  A licenced NPS® score for your facility / group.

2.  Access to an on line dash board providing

national and international benchmarks to

compare your scores.

3.  Access to all your members’ comments.

What Next?

Sign Up Now: http://theretentionpeople.com/nps-signup/

IHRSA/TRP Member Loyalty/NPS® Study