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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. 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

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  1. A Deeper Understanding of Avery Fitness Center Customers Suter and Brown Research February 2012

  2. Presentation Outline • Introduction • Method • Results • Section One – Overall Demographics and Usage Statistics • Section Two – How Members Initially Learn about AFC • Limitations • Conclusions and Recommendations

  3. 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

  4. 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

  5. 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

  6. 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)

  7. ResultsSection One – Overall Demographics and Usage Statistics

  8. 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)

  9. 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)

  10. ResultsSection One – Overall Demographics and Usage Statistics • There were no statistically significant demographic differences between light and heavy visitors

  11. ResultsSection One – Overall Demographics and Usage Statistics

  12. 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

  13. 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

  14. 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

  15. ResultsSection Two – How Members Initially Learn about AFC

  16. ResultsSection Two – How Members Initially Learn about AFC

  17. 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)

  18. 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

  19. 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

  20. 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

  21. 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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