Couples will retain their memberships longer than individuals and families will retain their memberships longer than couples, according to McCarthy. With this knowledge, it’s clear families have a higher lifetime value than individual memberships.
McCarthy also explains that members who are involved in programs, such as a sports league, will also retain their membership longer.
“When a family has its young kids involved in club activities, they virtually never leave,” McCarthy said.
Another demographic that retains their membership longer is older members, usually people who are over 50-years-old.
“The club that has a lot of people 50+ and a lot of families is going to have a lower attrition rate.”
UPDATE: A few people have requested the full DVD of John’s interview. It’s for sale on IHRSA.org/store.
Use the Form Below to Leave a Reply