LUX FITNESS GYM

a e-LNZO s s z N X 1 4. Improving Member Retention and Satisfaction.

Brian Fitness Center, located in Plateau, Nigeria, has been a leading fitness center for over a decade. Known for its state-of-the-art facilities and expert trainers, Bian Fitness Center has built a strong reputation among fitness enthusiasts. Despite its success, the gym has recently faced challenges with member retention and satisfaction, particularly since 2023. My service as Business Analyst, was sought to analyze the situation, identify underlying issues, and propose actionable solutions..

A group of people in a gym Description automatically generated.

ANALYSIS GUIDE. To guide our analysis and derive meaningful insights, the following were addressed: What are the trends in member retention over time? Which fitness locations have the highest and lowest retention rates? What are the most common reasons for membership cancellations? How do different demographic groups (age, gender) impact member retention? Which classes have the highest and lowest attendance rates? What is the relationship between feedback scores and retention rates?.

[image] .01.. DATE: JULY 2024. ANALYSIS TOOL: MICROSOFT POWER BI.

OBJECTIVES AND IMPORTANCE OF THE ANALYSIS. OBJECTIVE Our Objective is to conduct a thorough analysis of BFC's current 200 members data with 5 different classes and locations across Plateau, where members can get fitness. By delving into demographic trends, attendance patterns, feedback scores, and meticulously examining factors influencing retention rates. we aim to unearth critical insights that illuminate the root causes of member attrition. This analysis will serve as a foundation for developing targeted strategies aimed at improving retention and fostering long-term member satisfaction. IMPORTANCE Member satisfaction is paramount for Brian Fitness Center's sustained growth and competitive edge in the fitness industry. Retaining existing members not only enhances revenue stability but also strengthens the center's reputation and community presence. By prioritizing member needs and addressing retention challenges proactively, we can cultivate a loyal customer base that drives ongoing success and supports future business expansion initiatives..

[image] Mernber Retention Trend Analysis Nov 24 23 Aug 20 Jan 19 Apr 17 Jul Jun 12 15 M ay Oct 10.

LOCATION-BASED ANALYSIS. The Eastside location, with a retention rate of 698 members, leads in member retention for 2023, followed by the Suburb location with 662 members, while Downtown lags with only 510 members. Besides customer service and staff interactions, possible factors contributing to these discrepancies could include the condition of facilities and equipment, and the variety of program offerings. To address these issues, Brian Fitness Center should enhance customer service through staff training at the Downtown location, upgrade its facilities and equipment to match the standards of the Eastside and Suburb locations, and diversify its program offerings to better cater to member interests and needs..

REASONS FOR MEMBERSHIP CANCELLATIONS. Members cancel for various reasons, including high cost (9 cancellations) and health issues (8 cancellations). Only one member has expressed dissatisfaction with BFC's service, suggesting overall satisfaction is good. At Suburb Centre, cancellations were due to relocation and health, with one additional case of dissatisfaction with CrossFit service. Uptown had no Yoga cancellations but one Zumba cancellation due to time constraints. To reduce cancellations, management should introduce flexible pricing or discounts, offer tailored fitness programs for health issues, and enhance service quality through regular staff training and member feedback. Improving communication to understand and address specific needs, and offering class rescheduling options, can also help accommodate personal circumstances such as relocation or time constraints..

MEMBER DEMOGRAPHICS. [image]. Members' average retention rates, categorized by age and gender, show minimal variation, suggesting an overall balanced retention across demographics: Below 50 Years: Males - 9; Females - 7 Above 50 Years: Males - 7; Females – 10 Given these statistics, it is recommended to target both younger and older demographics, as the data shows no significant difference in retention rates. However, to further improve demographic retention, specific strategies can be employed: Young Members (Below 50): Introduce dynamic and high-energy classes that appeal to younger members. Offer flexible membership plans and schedules to accommodate busy lifestyles. Leverage social media and digital marketing to engage younger audiences..

1. CLASS ATTENDANCE PATTERNS. Pilates recorded the highest attendance for the year, with 50 members across different locations (Westside-5, Uptown-12, Suburb-11, Eastside-10, Downtown-12), while CrossFit had the least attendance with only 30 members. To enhance popular classes and improve overall attendance, Brian should consider increasing the number of Pilates sessions, introducing different levels, and adjusting schedules based on member preferences. Promote less popular classes like CrossFit through introductory sessions, marketing campaigns, and cross-promotional activities. Flexible scheduling, upgraded facilities, and regular member feedback can also boost engagement and satisfaction. By implementing these strategies, Brian Fitness Center can optimize class offerings and schedules to better meet member needs and preferences..

MEMBER FEEDBACK SCORES. The visuals show a clear correlation between higher feedback scores and better retention rates, with feedback scores dropping from 140 in November to 47 in October and retention rates decreasing from 24 to 10 members over the same period. To improve member satisfaction and retention, Brian Fitness Center should enhance customer service through regular staff training and a responsive feedback system, maintain and upgrade facilities, optimize class schedules based on member preferences, introduce diverse classes, and offer personalized fitness plans. Additionally, fostering a sense of community through events and social activities, and actively using feedback to drive continuous improvements will further boost member satisfaction and retention..

1. STRATEGIC RECOMMENDATIONS. To improve member retention and satisfaction at Brian Fitness Center, we recommend several strategic actions: Enhance Customer Service: Conduct regular staff training sessions and implement a responsive feedback system for real-time issue resolution. Facility Upgrades: Prioritize regular maintenance, equipment upgrades, and improvements in gym cleanliness to create a welcoming environment. Optimize Class Schedules: Adjust schedules based on member preferences, increase the number of popular classes like Pilates, and introduce diverse offerings. Promote Less Popular Classes: Offer introductory sessions, launch marketing campaigns, and bundle classes to create fitness challenges. Personalized Member Engagement: Provide tailored fitness plans, organize community events, and social activities to foster a sense of belonging and loyalty. Feedback-Driven Improvements: Actively solicit and analyze member feedback to drive continuous improvements and address recurring issues promptly..

[image]. The implementation plan involves several key steps and a structured timeline to ensure smooth execution: Months 1-3: Customer service enhancements, including initial staff training and the introduction of a responsive feedback system. Months 2-4: Facility upgrades to ensure a welcoming environment. Months 1-2: Class and schedule optimization focusing on adjusting schedules and increasing Pilates sessions. Months 2-3: Promotional efforts for less popular classes, such as CrossFit. Months 3-4: Development and implementation of personalized member engagement strategies. Ongoing: Continuous feedback-driven improvements to maintain high standards and responsiveness to member needs..

[image]. CONCLUSION AND NEXT STEPS. Our analysis clearly shows a strong correlation between higher feedback scores and better retention rates at Brian Fitness Center. By addressing key issues such as customer service quality, facility conditions, class schedule convenience, and member engagement, we can significantly improve member satisfaction and retention. Immediate Actions: Staff training and schedule adjustments. Following Steps: Facility upgrades and promotional efforts. Ongoing Efforts: Collect and act on member feedback..

1. [image] Brian Fitness Center 2023 Retention and Satisfaction Analvsis Class Attendance 5 cations 5 Members 200 etention Rate by Location Eastside Suburb W estside Uptown Do w ntown cation 662 Most Attended Class Crossfit Pilates Member Feedback Score 108 84 82 81 80 78 Spin Yoga Zumba ember Retention Trend Analysis Class Attendance Nov 23 20 Jan 19 Feb 17 Jul 17 15 14 12 Mar 15 Oct 10 47 Top 10 Demographic Inpact on Member Retention Reasons for Member Cancellation TOO expensive Health issues Moved away Not enough time Dissatisfied with service 4 Male Female 33 4 Female 58 4 Male 61 3 3 Female Male 49 Female 61 3 Female Ma le 62 Male 58.

[image]. Obafemi O. Benjamin.