Should I stay or should I go? Visit frequency as fitness centre retention strategy

Rationale/Purpose:While there have been many previous studies on the impact of service quality, satisfaction, and loyalty on retention, mainly through qualitative surveys, there has not been an in-depth observation of the direct impact of visit frequency on long-term commitment using quantitative data. Design/methodology/approach:This study empirically tests 2,385 members across a chain of fifty fitness clubs in South Korea for one year from membership enrolment using logistics regression analysis. Findings:The research reveals and validates that visit frequency plays a significant impact. It shows that the member's age also has a significant impact on the frequency and retention. This study shows how the first quarter of the year demonstrates a pattern to enhance retention predictability and reliability. Practical implications:With these findings, this study offers implications for retention-related factors in the earlier period of membership rather than tangible fitness centre-related factors in enhancing retention and long-term commitment to physical exercise. Research contribution:This is the first study that reveals the drop-out predictability by directly establishing the relationship of visit frequency and membership retention by tracking a one-year membership cycle.

Automated summary

This study investigates the direct impact of visit frequency on long-term commitment for fitness club members in South Korea, and also identifies the significant influence of member age on frequency and retention. The findings suggest that the first quarter of the year plays a crucial role in enhancing retention predictability and reliability.