Do you know why your members are really leaving you?
Across the sport and fitness industry, member churn is a big problem. It’s costing the UK gym industry around £909m per year in lost revenue alone, and the problem isn’t going away.
Why? It’s because you can’t reduce churn if you don’t know why members are really leaving.
Most cancellation forms and leaver’s surveys ask members for a reason. But no matter how long the list of tick boxes, the answers are still wrong. Rarely do members leave for one specific reason that fits nicely into tick boxes. As a result, marketing and operational managers are realising that they don’t have the insights they need to make informed decisions.
Until now the alternative has been the slow and painful process of manually analysing the raw text data. But this approach doesn’t scale well, so open questions are kept to a mimimum – despite being the best way to learn what members really think and feel.