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Online consumer insight into the UK health club experienceRay Algar (MBA)

Oxygen Consulting, LondonIHRSA March 2009

2Before the web

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Companies controlled the communications channel

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Companies used to just shout and interrupt consumers

News flowed one way

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Consumers found it difficult to be heard

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The web changed the rules

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Printing press for everyone

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Consumers now sharing wisdom

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What is the online conversation regarding the UK gym experience?

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What aspects of the gym experience do consumers like?

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…and dislike

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Identified websites where consumers post opinion

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Gym experience boiled down into four categories

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Brand

19Facilities

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Membership factors

21Service experience

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Then into 41 tangible and intangible attributes

23Opinion then analysed

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“Great range of facilities, staff really friendly and helpful. I would thoroughly recommend it”

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“Management team extremely poor. They only have their own interests at heart and do not support the members”

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The ‘tangible’ proposition delivers ‘wow’

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The intangible proposition often disappoints

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Positive opinion

Negative opinion

Current/

Past

Members

40% 60%

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Positive opinion

Negative opinion

Current

members

50% 50%

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Positive opinion

Negative opinion

Past members

17% 83%

39Do clubs care?

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Yes, during the tour

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“the best salesman ever”

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“Cup of coffee bought for me and all the trimmings”

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“I remember how friendly the sales lady was”

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…but after the honeymoon period

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“Once I had joined, she (sales staff) would blank me when I said hi”

46Read this before you sign

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“I was not aware of the 12-month commitment period until I tried to cancel”

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“Customer care is non-existent. They only care about money”

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“After the initial session, they have never checked my circumstances in my two years of membership”

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“I had to chase for an induction session which took over a month to arrange”

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Would they recommend to a friend?

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317 reviews (6 chains)10% promoter rate

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22% highest chain

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7% lowest chain

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So what are the

key insights?

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Very little positive word

of mouth

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Staff and member interactions unpredictable

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Self-service proposition

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Frustration with inflexible membership contracts

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Exercise ‘aimless’

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Poor measurementof outcomes

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Not a sticky experience!

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Questions