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Esporta sees membership rise in 2004

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Esporta has reported a 9 per cent increase in members to the end of September this year over 2003.

The company said total membership across its 62 UK clubs is up to 227,000 and its racquets clubs continue to perform well, with new members up 13 per cent compared to last year.

Total UK retention for Esporta has increased by 1 per cent compared and racquets retention has increased by 3 per cent. The company claims that every 1 per cent increase in retention across the estate delivers an extra £1.1m profit.

The success has been attributed to chief executive Neil Gillis and his senior management team, which have been installed for a year and follow a period of relative instability for the company in which five CEOs came and went within two years.

A number of initiatives aimed at cutting attrition and improving standards have also been introduced including On Track, the eight-week induction programme. The company said the scheme, which puts new members on closely monitored, bespoke fitness programmes, has proved extremely effective in encouraging longer member retention.

A mystery member programme to encourage high customer standards has been introduced and targeted referrals campaigns have also helped boost membership.

More than 10,000 new members joined in 2004 as the result of word-of-mouth recommendations incentivised by such products as heart rate monitors, body fat scales and ESPA health and beauty products.

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Esporta has reported a 9 per cent increase in members to the end of September this year over 2003.
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