Elevate your NPS

For anyone new to the fitness industry, NPS can feel like it’s something that’s just always been around. Hard to believe it’s been 10+ years since the original Net Promoter Score (NPS) study hit the fitness industry, ushering in an era where member loyalty was distilled into a single number.

And as the fitness industry increasingly embraces NPS, questions arise about its status as the ultimate metric for member loyalty. It might be time for club operators and studio owners to challenge this assumption and delve deeper into the complexities of member satisfaction.

What is NPS?

NPS, a customer loyalty metric, gauges the likelihood of members recommending a fitness facility. Subtracting the percentage of detractors from promoters yields the NPS score, providing a snapshot of overall member satisfaction. The industry benchmark of 44 signifies positive trends, but is NPS the sole metric that can truly capture the nuances of member loyalty?

Beyond the Numbers:

While NPS remains a valuable metric, its limitations become evident when considering alternative outcome measures. Some argue that the question, “How likely are you to remain a member?” carries greater predictive value than, "How likely are you to recommend the club to others?" Our work with premium and luxury fitness clubs, as well as private studios and multiple franchises reveals that assessing overall satisfaction, likelihood of recommendation, love for the experience, and intention to remain a member offers a more comprehensive understanding of loyalty.

Driving Change with NPS:

NPS serves as a solid measurement, providing a measurable result over time. However, it can fall short when it comes to identifying the specific behaviors that are working, what is not, and what needs to change. To drive loyalty, retention, tenure, and profitability, club operators and studio owners must uncover the drivers and behaviors impacting NPS. This involves measuring customer priorities, understanding performance in both important and less critical areas, and introducing/adapting strategies accordingly. Working with a partner like Fit2Sell.co can make this important (and time consuming) process a lot less of a headache for you.

Crafting a Comprehensive Approach

To continue navigating the complexities of member loyalty, successful fitness clubs and studios are adopting a holistic approach with the help of partners like Fit2Sell.co. Beyond appointment setting for the fitness industry, we are helping our clients tailor strategies to enhance member satisfaction and drive lasting loyalty within their fitness clubs and studios.

While NPS remains a valuable tool, its limitations underscore the need for a more comprehensive approach to member loyalty in the fitness industry. By exploring a range of outcome measures and understanding the intricacies of member expectations, clubs can elevate their understanding of loyalty and take strategic steps toward continuous improvement. Contact our team if you’re interested in learning more about our NPS Workshops and we’ll pave the way for your club or studio to enjoy sustained success and healthy growth.