1. A Comprehensive
Understanding of Retention
and Consumer Trends
Mike Hills and Melissa Rodriguez

2. Net Promoter Score
®
(NPS)
How likely is it that you would refer [our company] to a friend or
colleague?
Not Extremely
Likely Likely
0 1 2 3 4 5 6 7 8 9 10
® Net Promoter, Net Promoter Score, and NPS are trademarks of
Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld.

3. Net Promoter Score
®
(NPS)
2=20% 4 4=40%
40% - 20% = NPS of 20%

4. Why so Powerful?
1. Probes both dimensions of loyalty:
* Best features
* Best service
* Best price
* They know me
* They value me
* They listen to me
* They share my
values

5. Why so Powerful?
2. Beyond Satisfaction
Most defectors are satisfied…but they still leave:
Neutral or
Dissatisfied
Satisfied

6. Why so Powerful?Why so Powerful?
4. Predicts future attendance

7. UK and North America Health and Fitness NPS
®
Scores collected since late 2010
Automated, consistent survey
Over 300,000 responses from
over 600 clubs so far
Promoters: 47%
Detractors: 20%
Overall NPS: 27
Scores collected since late 2012
Automated, consistent survey
Over 100,000 responses from
over 200 clubs so far
Promoters: 58%
Detractors: 16%
Overall NPS: 42

8. UK Health and Fitness NPS
®
Worst Club: -80%
Best Club: 76%
Worst Group: -36%
Best Group: 56%
Sector NPS
®
Owner-Operated Single Site 47%
Local Authority (non profit) 29%
Trust (non profit) 25%
Contract Management (profit) 21%
Private club Chains -6%

9. Worst Club: -37%
Best Club: 89%
Worst Group: -3%
Best Group: 77%
North America Health and Fitness NPS
®
Sector NPS
®
Owner-Operated Single Site 53%
Owner-Operated Multi Site 32%
Multi-site chain 14%
Corporate Partnership Coming soon
Franchise Coming soon

10. 15%
UK Health and Fitness NPS
®
24%
35%
39%
31%
29%
24%

11. Coming soon…
North America Health and Fitness NPS
®

12. What Next?
• Contact member
• Find out more
• Agree actions
• Make things right for
this member
…and others affected by
same issue
• Feedback to the member
• Re-survey and measure
the success or otherwise
of your actions.
1
Staff look bored and un-interested and seem surprised when you say good morning to them.
Customers are often kept waiting in the cold for the gym to open. If customers can make it to the
gym for 7am is it too much to ask that the staff can too? I see so many people arrive at the gym,
wait for 20 mins and then eventually drive away because they've missed their window of
opportunity to exercise before going to work! A bad way to treat your paying customers! Thanks

13. What Next?
10
This gym has everything that I need, the opening hours are great, the
staff are very friendly and I couldn't be happier.
10
excellent service given, everything explained, customers listened to and
correct wervices given. lovely friendly place and staff - highly
recommend
10
i felt that i had belonged forever - no one made you feel uncomfortable
10
FRIENDLY, AND EASY GOING GYM NO ONE FEELS OUT OF PLACE OR
EMBARRASED.
10
Great equipment Friendly Service Great value for money Good choice of
classes included in the price Good location
10
Good facilities and equipment. Excellent, friendly staff Fantastic price
(best i have ever found) and all classes are included
10 its the best friendliest gym ive been too.
10
I have found that the gym is very friendly, very clean and the staff take
an interest in your progress, unlike the gym that I was with previously.
It's also value for money.
10
i was made to feel very welcome, put at ease and the staff were all
incredibly helpfull. fantastic!!!

14. Participate for Free and receive:
1. A licenced NPS® score for your facility / group.
2. Access to an on line dash board providing
national and international benchmarks to
compare your scores.
3. Access to all your members’ comments.
What Next?

15. Sign Up Now:
http://theretentionpeople.com/nps-signup/
IHRSA/TRP
Member Loyalty/NPS
®
Study