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The Benefits of Assessment Technology to Member Retention and Motivation

assessment technology

Over the past few years, a trend that’s grown in popularity among health club operators is assessment technology, alternatively known as 3D body scanning, in some cases.

As this trend has grown, you may have asked the question: “Is this something I should be incorporating into my facility?”

Recently, Emilia Kronschnabel of Fit3D presented a webinar on this very topic, discussing how assessment technology is allowing members to visually see how their bodies are changing; while simultaneously helping owners save time and increase personal training revenue.

Showing Members Results = Motivation + Retention

According to Kronschnabel, one of the main benefits to assessment technology is its ability to show members and clients results — which is key to sustaining their motivation in the long run.

“You want to be able to prove your program to clients,” explained Kronschnabel. “They’re looking better and feeling better, but the mirror doesn’t show a timestamp. Assessment technology sets a baseline for your clients, helping with engagement and motivation.”

It also helps with client retention.

“We see significantly less churn with high-quality assessments in place,” added Kronschnabel. “So as people are held accountable to assessments and data points, they tend to stick around.”

The Bottom Line

Of course, as a business owner, it’s also important to identify the potential business impacts of any new technology.

According to Kronschnabel, assessment technology can contribute to a club’s bottom line by not only increasing customer retention, but also improving the amount of dollars spent per member. “With the implementation of assessment technology, we see more revenue for members over time through utilizing results as motivation to get better,” she said.

Of course, these insights are just scratching the surface of assessment technology’s potential impacts on a health club facility. For further info, watch the full webinar here.

Rachel Zabonick-Chonko

Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.

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