{"id":8011,"date":"2018-11-01T14:40:25","date_gmt":"2018-11-01T14:40:25","guid":{"rendered":"https:\/\/uk.inbody.com\/?p=8011"},"modified":"2018-11-01T14:40:25","modified_gmt":"2018-11-01T14:40:25","slug":"increasing-gym-member-retention-and-revenue-with-body-composition","status":"publish","type":"post","link":"https:\/\/ro.inbody.com\/ro\/increasing-gym-member-retention-and-revenue-with-body-composition\/","title":{"rendered":"Increasing Gym Member Retention and Revenue with Body Composition"},"content":{"rendered":"

All the doom-and-gloom reports about global obesity may be having one positive outcome: more Americans are signing up for gyms every single year. \u00a0According to\u00a0IHRSA<\/a>, the number of memberships at health clubs of all types\u00a0has increased by 31%<\/a>\u00a0to 54.1 million memberships from 2005 to 2014.<\/p>\n

To account for this rise in demand, the number of\u00a0registered health clubs has risen by 28.4%<\/b>\u00a0in the same period, contributing to what has become a $24.2 billion-dollar industry.<\/p>\n

This should tell you two things:<\/p>\n

    \n
  1. The industry is\u00a0healthy and growing<\/b>, with more people demanding quality gyms and health clubs today than ever before.<\/li>\n
  2. The fitness space is becoming ever more crowded and competitive, meaning that\u00a0attracting new members and membership retention has never been more critical for fitness centers than it is today.<\/b><\/li>\n<\/ol>\n

    In this crowded space, what can you do to remain competitive?<\/p>\n

    Sure, you can \u2013 and probably should \u2013 \u00a0hire personal trainers to help your members reach their goals. \u00a0You can also develop new programming and classes to diversify your clientele and reach out to new types of members. \u00a0Both of these are tried-and-true methods that have been proven to work in gyms all over the world.<\/p>\n

    But what\u2019s something else you can offer that can\u00a0increase member engagement and retention<\/b>, while at the same time\u00a0improve your training programs, improve your customer service, and make training more personal? \u00a0<\/b><\/p>\n

    Body composition analysis.<\/p>\n

    With body composition analysis, you will be able to tell your members exactly what all their hard work in your gym, working with your trainers, has resulted in: the pounds of muscle gained and\/or fat lost\u2013 whatever their individual goals are.<\/p>\n

    Here are ways you can retain your members and increase revenue by implementing body composition analysis in every stage of the member cycle: attracting them, keeping them engaged, and retaining them over the long term.<\/p>\n

    #1 Improve Training\/Coaching Quality<\/b><\/h2>\n

    \"\"<\/b><\/p>\n

    Nearly every gym, large and small, has personal trainers on staff if they can afford them. \u00a0It\u2019s pretty much expected to have trainers if you plan to run a successful gym in a competitive marketplace. Small wonder that\u00a0personal training is now a $10 billion-dollar industry.<\/a><\/p>\n

    Getting the right trainers with experience is one important hurdle, but giving them the resources they need to do their job is just as important. \u00a0That\u2019s where body composition analysis can improve the quality of your trainers and coaches.<\/p>\n

    With a member\u2019s body composition results in hand, you can give your trainers the\u00a0data they need to design the workouts to meet a member\u2019s goals<\/b>, and then give them the proof to back it up later on. \u00a0This is especially important when two very different members come to you with a similar goal. \u00a0Do you treat them the same because they have the same goal?<\/p>\n

    For example, consider the ever-popular goal that goes something like: \u201cI don\u2019t really want to get big but just get toned.\u201d<\/p>\n

    Any personal trainer worth their salt should be able to hear this and understand it as \u201cI need some degree of muscle development coupled with some degree of fat loss.\u201d \u00a0But how much of each does the new signup need? \u00a0Consider the body composition profiles of these two people and imagine both of them coming into the gym and saying they \u201cwant to just get toned.\u201d<\/p>\n

    \u201cC Shape\u201d: Ends of Bars form a C<\/strong><\/p>\n

    \"\"<\/p>\n

    \u201cI Shape\u201d: Ends of Bars are aligned in an I<\/strong><\/p>\n

    \"\"<\/p>\n

    The first person\u2019s body composition (C shape) is a pretty common example of someone who has not been exercising much \u2013 underdeveloped Skeletal Muscle Mass combined with excessive Fat Mass.<\/p>\n

    For this person to become \u201ctoned,\u201d it would be wise to set them on a path that leads towards\u00a0both muscle development and fat reduction<\/strong>. \u00a0Depending on this person\u2019s goals, a trainer might advise them to focus on muscle development first through resistance\/strength training, or the trainer could target Fat Mass reduction through some combination\u00a0of cardiovascular\/resistance exercise and dieting.<\/p>\n

    Unlike the first person, the second person (I shape) has reasonably developed Skeletal Muscle Mass, and although their Fat Mass bar extends beyond 100 \u2013 indicating that this person has more fat than the average person for their height \u2013 it isn\u2019t excessive.<\/p>\n

    Based on this person\u2019s body composition, the training plan you or your trainer creates for your member won\u2019t be the same as the first person\u2019s. \u00a0Because the Skeletal Muscle Mass is reasonably developed and the goal is to be toned, this could be achieved by focusing primarily on\u00a0reducing Fat Mass while maintaining Skeletal Muscle Mass<\/strong>\u00a0as a secondary goal.<\/p>\n

    By prescribing and designing workouts that match the current body composition of your member,\u00a0they will be able to achieve their desired results faster<\/b>.<\/p>\n

    Having members achieve their goals at your gym faster than they could elsewhere benefits you immensely in the following ways:<\/p>\n