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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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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 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 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 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