A Survival Analysis is a unique tool that give you unprecedented insight into your true retention performance. Traditional methods of measuring retention are inflated by including the “core” members of your facility. They are also unable to show you when in the membership lifecycle your members are leaving.
A Survival Analysis is different. Recommended by fitness research experts such as Dr. Paul Bedford*, these analyses focus only on your new members, allowing you to measure your performance with those who are your greatest retention risk. For the first time you will be able to compare retention rates of different demographics and membership types. You’ll know exactly when in the membership lifecycle your members are leaving and where to target your retention efforts.
To see an example of a complete Survival Analysis, click here or on the image above.
*Why Members Join, Leave, and Stay with Health/Fitness Clubs, Dr. Stephen J. Tharrett and Dr. Paul Bedford