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March 2009
The UK’s No 1 fitness industry magazine
The personal touch keeps customers By Louise Cordell GYMS that have regular staff to interact with their members are most likely to keep them for longer, according to new research. The year-long study, which launched this month, will see more than 3,000 gym members quizzed about why they stay – or leave – the gym. Lead researcher Dr Jeremy Adams, a sports and exercise psychologist and performance psychology programme director at London Metropolitan University, says early findings show customers value the personal touch. He said: “Many of the people we asked felt motivated when staff at the clubs engaged with them and gave them regular encouragement and feedback. Interaction like this appears to be key, far more so than other incentives. What people want is experienced staff on the floor who know their programmes and are able to motivate them – because they are not getting the level of feedback they would like. “Gyms can be intimidating and confusing for beginners and, because
they have no way of gauging their progress they want definitive guidance as well as support. “Feedback is also essential for the more experienced exerciser, they prefer advice from a technical perspective rather than just encouragement, but it is still an ongoing process.” Dr Adams said that it had previously been assumed that the best way to keep people interested after the initial novelty stage was to offer incentives like pricing plans and marketing offers. He added: “As a rule, most gyms assume that keeping people interested is all about pricing structures and equipment, but we found that they should be more interested in people’s experience rather than how the place looks.” The research will be completed next year and it is hoped the findings will be used to help develop a way of predicting whether people are likely to remain as gym members, and create a programme to re-engage those ‘at risk’ of leaving. What do you think? Send your comments to Nicola Hyde, 47 Church Street, Barnsley, South Yorkshire, S70 2AS or email nl@whpl.net.
No 186 £3
Industry could see influx of staff By Mary Ferguson THE fitness industry could be set to benefit from an influx of people looking for a career change in 2009. Research has shown that 20 per cent of Brits said looking for a new job was their new year’s resolution and when asked about achieving a work and life balance, the survey also revealed that one in three felt a career as a personal trainer or fitness instructor would suit them best.
Girls Aloud singer Cheryl Cole is amongst a group of celebrities that have been training at London independent gym The Third Space in preparation for a charity mountain climb. The stars have been using the club’s hypoxic chamber to prepare for the high altitudes they will face when they scale Kilimanjaro in aid of Comic Relief. Cheryl will be joined by celebrities including Radio One DJ Chris Moyles, Take That star Gary Barlow and TV presenter Denise Van Outen for the trek.
Heather Frankham, CEO at training providers Lifetime, said: “We spend most of our waking lives at work, so it is vital we should want to get the most from our careers. “Whether looking for a first job or changing career, working in the fitness industry offers fantastic opportunities as it provides a much sought after work and life balance.”