Retention Guru has just two aims:
- Improve the health club experience for customers;
- increase the revenue generated by each customer.
‘I want to provide forward thinking organisations with the necessary information, advice and training to enable them to measurably improve their customer experience, increase retention rates and membership revenue’.
Paul has 25 years in the health club business, having been an operator, educator and researcher. Paul has two master’s degrees, one in exercise psychology and a second in social science research methods and a Ph.D. that focused on retention in the gym environment.
Paul has delivered over 150 presentations in 26 countries and is the fitness industry’s leading authority on retention, attrition and customer experience management.
Retention Conventions Video Sets (2015-2016-2017)
2015 – Creating Customer Experiences
Was Global Retention Director with Fitness First, here he talks about how data influences business decisions.
Dr Melvyn Hillsdon
Dr Melvyn Hillsdon a true pioneer in the field of health club member retention. Melvyn brought us statistical methods designed to accurately measure member behaviour. Melvyn spoke about the results produced by the research he completed for TRP 10,000.
Dr Paul Bedford
Dr Paul Bedford, international speaker and consultant and working with just 12 operators per year focussing solely on health club member retention. Paul discus the questions he uses with operators to develop and business specific retention strategy.
Guy Griffiths works in the UK with operators helping them develop retention strategies for both public and private sector clients. In this session Guy illustrates how he tackles retention and attrition for his clients.
2016 Digital and Data
Arron Williams, former Special Projects lead at Life Fitness. In his session ‘the Ordinary vs the Extra Ordinary’. Arron will explain how boutique operators deliver their service and how they measure performance using non traditional metrics.
Dr. Niels Nagel
Germany’s Dr. Niels Nagel, who is head of the German Industry Federation for Health and Fitness. Niels spoke about his research on health-oriented fitness training with the focus on attendance, compliance and adherence from a behavioural psychological perspective.
Molly Kemmer explains the structured protocols for on-boarding clients, prescribing programmes, tracking performance and delivering and measuring outcomes in order to improve retention.
Selda Gamzeli, from Turkey, was Jatomi Fitness’s Group Customer Experience Director for six countries. Selda spoke about providing strategic and technical direction for customer analytics, including defining KPIs and methodology, designing test-and-learn experiments, growing data sources and producing regular customer insights to answer.
At the convention, Tiffeny discussed the technical challenges of going digital – integrating new software, staff issues, training and end user engagement. She explained how to achieve significant improvements in membership figures, adherence to programmes and demonstrations of long-term behaviour change, and how to make projects financially sustainable with a flexible resource model.
Dr. Melvyn Hillsdon
Melvyn delivered a session entitled ‘What’s the price of Silence’. Alongside Dr. Paul Bedford, he challenged the rationale behind reducing the number of fitness staff in order to cut costs and discuss how good fitness staff can have a greater impact on retention and revenue than you think. He showed operators how getting staff to engage in brief, simple interventions with members, that can double income.
Dr Paul Bedford
Paul delivers a session that investigates how Big Data, Artificial Intelligence and it application can be used to improved member retention.
Paul’s second session “So What” will review where technology and the member experience can be integrated to enhance member loyalty, increase retention and reduce attrition.
2017 Staff Retention
Former Ukactive CEO, Dave Stalker, talks about the impact a happy workforce has on health club membership retention. Dave outlined how each and every aspect of the industry has changed over the last 30 years and explain why failure is guaranteed without a solid retention strategy in place.
Justin Tamsett, a former health club owner, director of Active Management and well known business and leadership thought leader, shared the seven keys to building a winning team to ensure your ‘on field’ performances lead to retention growth.
Lexie shared tips and strategies to help your brand create raving fans using proven methods from her own events and clubs she has coached to success, alongside best practises from within and outside of the industry.
Most companies send their staff on training courses and then just assume the skills are embedded and will be delivered in the facility, with no thought to how that training sits in the customer experience journey the company is trying to achieve. Keith’s presentation explored how further coaching in the working environment can help you ensure an improved and consistent member experience.
Dr Paul Bedford
Paul explains how to ask questions to uncover what really motivates your staff and your members. These techniques can be used to assist in the hiring and appraising of staff as well as understanding the member’s reasons for joining and retaining their membership.
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