The Group Exercise Impact on Club Membership

January 1, 1900

In an article written by Philip Mills of Les Mills International in 2011 he indicated that their research showed the members who use group exercise programs have higher levels of retention, generate more referrals and are prepared to spend more on their club experience. In the same article he implied that clubs that offer group exercise have on average 500 more members than those which do not offer group exercise programs. Les Mills refers to this as the Group Effect. In the company’s boost report, published in 2010 Les Mills indicated that group exercise programs often attract as many as 50% of a clubs members. In both of Les Mill’s publications the author strongly implies that it is the social interaction and resulting relationship development that occurs during group exercise classes that drives the claims of higher retention, increased referrals and a willingness to spend more.
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