Today, I'm going to give you a tip for your member retention, and the tip is that the first 30 days is everything. There was a study by the FIA, which is a UK body, and it looked at the effect of usage of the gym or visitations in the first 30 days and how that impacted length of stay in and retention rates.
And it found that people that came less than four times in that first 30 days, four times or less, had about a 50-50 chance of staying for 12 months, whereas those that came two times a week consistently and three times a week consistently, they both had higher chances of staying.
So I think it was 72% for people coming two times a week and then even more 78% of the people that were coming three times or more stayed for 12 months or more, so almost 80% of those members.
So the most interesting thing was that those that had poor usage after the first 30 days, only 6% were able to change their behaviour. So only a very small number of people were able to change their behaviour. So a member's visitation pattern or their visitation footprint is pretty much locked in after 30 days.
And if that reflects the probability of staying 12 months, we can say that the first 30 days we need to lock in a high visitation rate to ensure we have them staying as long as possible.
So that's why that first 30 days is critical. You need to do everything you can, to help activate your members and get them coming. So if we miss that opportunity and miss that boat, it's pretty much game over. So that's my tip for today. If you're going to maximize your retention, you need to have a really strong plan for that first 30 days. So if you'd like some help with that. Give us a yell and we're happy to help out.
But let us know how you go with that or some of the strategies that your views to improve retention. So have a good week and we'll catch you soon.
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