Social Environments Help Health Clubs with Member Retention

Research suggests that social connections within the health club setting positively influence member retention and exercise frequency.Research suggests that social connections within the health club setting positively influence member retention and exercise frequency.At the dawn of the modern health club era — the mid-1970s — Rick Caro became fascinated by a foursome of elderly women who gathered for a regular tennis match at one of the clubs Caro owned. The ladies would spend 90 minutes on the court, mostly walking after balls they had missed, and then spend at least as much time in the lounge discussing the match over coffee or juice. “It was revealing to me,” says Caro, president of health club consultancy Management Vision Inc. in New York. “The match wasn’t that challenging, or interesting to the outsider, but it was obviously of critical importance and interest to the players.”

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