John McCarthy, executive director of IHRSA.

UPDATE: John McCarthy Explains Which Members Will Stay

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.

Thomas Kulp, CEO of Universal Athletic Club and industry consultant.

Success Through Involvement

Thomas Kulp, fitness industry consultant and CEO of Universal Athletic Club, explains his theory on retention: Success Through Involvement.

In order to get members to stay, you need to get them involved, according to Kulp. His idea probably won’t surprise anyone, but there’s something to be said for sticking to the basics.