Retention is defined as, “the continued possession, use or control of something.” With such a broad definition, it can be difficult to develop a standard for measuring retention within your club. To help, Kevin McHugh, the COO of The Atlantic Club, shared advice on best practices for measuring and improving retention
1. How do you measure retention at The Atlantic Club? What numbers do you look at?
KM: Firstly, we calculate our retention level on a monthly, quarterly and yearly 12-month basis to see how we are tracking. Our numbers include 100 percent of individuals that are no longer paying their dues, regardless of the reason. I understand that many clubs view this to be unreasonable since there are areas that clubs cannot control, such as moving, medical, etc. Our goal is to view this financially and the impact that any loss in membership provides the corporation.
2. What are some ways you work to improve retention?
KM: Patricia Laus, the owner of The Atlantic Club, has always focused on enhancing our member experiences through outstanding staff, programs and facilities that focus on not only meeting, but exceeding, our members’ expectations. We believe that through the efforts of a committed team we can positively impact retention and that everyone plays an important role. Retention requires a multi-faceted approach. For the numbers to be positively impacted, it requires all areas to be engaged and delivering five-star service.
3. Will you be launching any new retention initiatives in the future?
KM: In 2016, in addition to our current processes, we are exploring two additional areas to enhance our retention, which includes a Member Predictive Diagnostic Analysis with Two Rivers Consulting. We are also possibly pursuing a Forbes 5 Star Training Initiative for our business. This is in addition to also being re-certified with our Medical Fitness Facility Certification, which reviews over 210 areas of excellence in operating a health and fitness club.
