Many gym directors focus most of their efforts on the recruitment of new members – especially when it's summer, or the New Year swings around. This is important – many gyms rely on the profit gained from new members to continue operating. However, just recruiting new members to your gym is not enough to ensure your success. In fact, most gyms and health clubs suffer from a 50 yearly "attrition" rate – meaning that around 50% of your membership will leave each year. Reducing this number is critical to maintaining profitability, and running a more successful gym. Not only that, long-term members can be significantly more profitable to your gym. According to a 1990 study by Reichheld & Sasser, a 5-year member of a gym can be up to 377% more profitable than a new member. Finally, the competition in the marketplace is getting stiffer. The number of U.S.
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