Client Retention at Fitness institutions Fitpro institute

Abstract

The fitness industry has been steadily growing in the past 10 years in the Nether-lands and it has even reached a point where it is the number 1 sports. This has led to the fact that more and more institutions pop up in order to profit from this growth. The competition between fitness institutions is growing and therefore they need to do what they can to have customers. While many institutions focus on acquiring new clients, a more economical way is to retain clients. At Fitpro insti-tute, most clients defect due to financial reasons, followed shortly by a lack of mo-tivation

The goal of this research us to find out the main reason for a client to defect at Fitpro institute and how these reasons relate to factors such as age, sex, duration and type of product purchased. Therefore, the following research questions are set up: What is the main reason for a client to defect at FitPro institute? How does the reason for defecting relate to age, sex, duration and product? What product did a client use before defecting?

In order to answer these research questions, data on ex clients is collected from old files at FitPro institute. These files contain information such as name, age, sex, product, duration of membership. Statistics are set up based on this data. The results drew the conclusion that most ex clients defect due to financial rea-sons, most ex clients were using a non-personal training product and that only the type of product is related to the reason of defection. Therefore, FitPro most de-crease its prices to a more market comfortable level in order to retain clients bet-ter.