A deeper understanding of avery fitness center customers
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A Deeper Understanding of Avery Fitness Center Customers. Suter and Brown Research February 2012. Presentation Outline. Introduction Method Results Section One – Overall Demographics and Usage Statistics Section Two – How Members Initially Learn about AFC Limitations

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A deeper understanding of avery fitness center customers

A Deeper Understanding of Avery Fitness Center Customers

Suter and Brown Research

February 2012


Presentation outline

Presentation Outline

  • Introduction

  • Method

  • Results

    • Section One – Overall Demographics and Usage Statistics

    • Section Two – How Members Initially Learn about AFC

    • Limitations

  • Conclusions and Recommendations


Introduction

Introduction

  • How can we increase revenues at our current location?

  • To answer this question, the research was approached with two perspectives in mind

    • Determine member demographics and usage patterns

    • Investigate how members learn about AFC


Method

Method

  • Exploratory Research

    • Literature Search

      • AFC’s role in the community was consistent with other organizations and programs across the country

      • Older adults seek community programs and facilities that help them to be more active

    • AFC Employee Depth Interviews

      • The goal was to gain insights about AFC members who attend regularly

    • AFC Member Depth Interviews

      • The goal was to gain understanding about motivations for AFC attendance and methods for initially learning about the facility


Method1

Method

  • Descriptive Research

    • Mail surveys were sent to a simple random sample of current and former AFC members who had utilized the Center at least once in the past 12 months

    • 231 usable surveys were returned over a two week period from the 400 members contacted

      • 58% response rate

    • The returned surveys were matched with revenues paid by those members in the past 12 months


Results section one overall demographics and usage statistics

ResultsSection One – Overall Demographics and Usage Statistics

  • The average AFC member can be described as

    • Female (80%)

    • Older (mean age 69, with 50% between the ages of 60-77)

    • Well educated (60% with a four-year or advanced college degree)

    • Retired (77%)

    • Comfortable income (29% with annual household income greater than $75,000)


Results section one overall demographics and usage statistics1

ResultsSection One – Overall Demographics and Usage Statistics


Results section one overall demographics and usage statistics2

ResultsSection One – Overall Demographics and Usage Statistics

  • Weight Training (32% usage)

    • Men (51% compared to 27% women)

    • Higher education (37% compared to 23% with less education)

    • Higher incomes (41% compared to 27% with lower incomes)

  • Classes (26% usage)

    • Women (30% compared to 9% men)

  • Exercise Circuit (22% usage)

    • No statistical differences among demographic categories

  • Circulation Station (12% usage)

    • Lower incomes (17% compared to 5% with higher incomes)


Results section one overall demographics and usage statistics3

ResultsSection One – Overall Demographics and Usage Statistics

  • Therapy Pool (45% usage)

    • Women (51% compared to 20% men)

    • Lower incomes (55% compared to 39% with higher incomes)


Results section one overall demographics and usage statistics4

ResultsSection One – Overall Demographics and Usage Statistics

  • There were no statistically significant demographic differences between light and heavy visitors


Results section one overall demographics and usage statistics5

ResultsSection One – Overall Demographics and Usage Statistics


Results section one overall demographics and usage statistics6

ResultsSection One – Overall Demographics and Usage Statistics

  • Overall Revenue

    • Annual average of $282/member (standard deviation of $166)

      • 25% paid $155 or less per member

      • 25% paid $400 or more per member

  • Revenue by Demographics

    • > 70 years = Annual average of $328

    • < 70 years = Annual average of $238

    • Employed = Annual average of $215

    • Retirees = Annual average of $314


Results section one overall demographics and usage statistics7

ResultsSection One – Overall Demographics and Usage Statistics

  • Revenue by Usage

    • Class Participants = Annual average of $320

    • Class Non-participants = Annual average of $268

    • No statistically significant differences for

      • Weight Training Participants/Non-participants

      • Exercise Circuit Participants/Non-participants

      • Circulation Station Participants/Non-participants

      • Therapy Pool Participants/Non-participants


Results section one overall demographics and usage statistics8

ResultsSection One – Overall Demographics and Usage Statistics

  • Further analysis indicated that the more strongly people were motivated by “Social Aspects,” the higher the fees they paid over the course of the year (i.e., $40 more for every point higher on the 1-5 importance scale)

  • A respondent scoring “Social Aspects” a “5” would have paid $120 more in fees than a respondent who scored it a “2,” on average


Results section two how members initially learn about afc

ResultsSection Two – How Members Initially Learn about AFC


Results section two how members initially learn about afc1

ResultsSection Two – How Members Initially Learn about AFC


Results section two how members initially learn about afc2

ResultsSection Two – How Members Initially Learn about AFC

“How likely is it that you would recommend AFC to a friend or colleague?”

  • 71% of respondents answered “10” on the likelihood scale

  • Retired members were more likely to recommend the Center (76% compared to 52% of employed members)

  • Those who valued the “Social Aspects” were more likely to recommend the Center (87% compared to 63% of those who placed less value)

  • Those who used the Therapy Pool were more likely to recommend the Center (85% compared to 59% of those who had not used the pool)

  • Women were more likely to recommend the Center (76% compared to 56% of men)


Limitations

Limitations

  • 26 individuals did not respond to the employment status question

    • The question was unnumbered so it could have been overlooked

    • Neither of the response options might have been accurate descriptions of their employment status


Conclusions and recommendations

Conclusions and Recommendations

  • How can we increase revenues at our current location?

  • To answer this question, the research was approached with two perspectives in mind

    • Determine member demographics and usage patterns

      • Older, well educated, retired females with a comfortable income and greater social needs

      • The Therapy Pool is the most frequently used service followed by Weight Training and Classes

      • AFC members visit an average of 10 days per month primarily in the mornings

    • Investigate how members learn about AFC


Conclusions and recommendations1

Conclusions and Recommendations

  • How can we increase revenues at our current location?

  • To answer this question, the research was approached with two perspectives in mind

    • Determine member demographics and usage patterns

    • Investigate how members learn about AFC

      • Respondents first came to AFC for rehabilitation purposes or to address specific medical needs or general health and exercise

      • Word-of-mouth communication from friends and doctors was the most common way in which members first learned about the Center


Conclusions and recommendations2

Conclusions and Recommendations

  • How can we increase revenues at our current location?

    • Speak at senior citizen centers and living groups whenever possible

    • Focus on delivering the highest quality experience possible for existing members to promote word-of-mouth

      • This is especially true of retired members motivated by social considerations

    • Make information materials available for existing members

      • Allows them to learn more about the under-utilized services

      • Gives them something to pass along to friends and their doctors

      • Materials could also be “leave behinds” at speaking engagements


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