Variety and flexibility for the customer is the key to retention, says MoveGB
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Variety and flexibility for the customer is the key to retention, says MoveGB

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The MoveGB multi-venue model creates an average length of stay that is seven months longer than the traditional single venue model.
– Justin Mendleton, Commercial Director, MoveGB

What really drives customer retention in 2019? Is it proactive customer care? Frequency of attendance? Added value provision? Community building?

Across the industry, debate on this topic never stops. And neither does market change.

We’re all aware of shifting consumer demands, especially among younger demographics, where resistance to long-term contract and single venue commitments is substantially stronger.

These are generations with higher expectations of convenience, personalised flexibility and a totally on-demand world so keeping this ever-growing, ever-powerful audience on board is complex.

Except, it isn’t.

Insight from our data proves that the key to delivering retention for these customers is to engage them with a variety of activities, across multiple venues.

We looked at customer records spanning four years and covering at least 50 attendances and found that the MoveGB multi-venue model creates an average length of stay that is seven months longer than the traditional single venue model.

That’s compelling enough but we also then looked at less mature customers where the minimum attendance was only one single visit, the result is, remarkably, the same.

The MoveGB mission is to keep more people, more active, for longer. We passionately believe that this is a perfect example of how our service brings huge value to the industry as a whole.

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Company Details
MoveGB
One membership giving you access to 100s of gyms, fitness classes, swim sessions, climbing and more so you can keep active on your terms and do whatever keeps you sweating and smiling!
Address
124 Walcot Street, Bath, BA1 5BG
Telephone
+44 (0)345 519 6626
What really drives customer retention in 2019? Is it proactive customer care? Frequency of attendance? Added value provision? Community building? Across the industry, debate on this topic never stops. And neither does market change.
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