1. A Deeper Understanding of Avery Fitness Center Customers
Suter and Brown Research
February 2012

2. Presentation Outline Introduction Method Results
Section One – Overall Demographics and Usage Statistics
Section Two – How Members Initially Learn about AFC
Limitations
Conclusions and Recommendations

3. Introduction How can we increase revenues at our current location?
To answer this question, the research was approached with two perspectives in mind
Determine member demographics and usage patterns
Investigate how members learn about AFC

4. Method Exploratory Research Literature Search
AFC’s role in the community was consistent with other organizations and programs across the country
Older adults seek community programs and facilities that help them to be more active
AFC Employee Depth Interviews
The goal was to gain insights about AFC members who attend regularly
AFC Member Depth Interviews
The goal was to gain understanding about motivations for AFC attendance and methods for initially learning about the facility

5. Method Descriptive Research
Mail surveys were sent to a simple random sample of current and former AFC members who had utilized the Center at least once in the past 12 months
231 usable surveys were returned over a two week period from the 400 members contacted
58% response rate
The returned surveys were matched with revenues paid by those members in the past 12 months

6. Results Section One – Overall Demographics and Usage Statistics
The average AFC member can be described as
Female (80%)
Older (mean age 69, with 50% between the ages of 60-77)
Well educated (60% with a four-year or advanced college degree)
Retired (77%)
Comfortable income (29% with annual household income greater than $75,000)

7. Results Section One – Overall Demographics and Usage Statistics

8. Results Section One – Overall Demographics and Usage Statistics
Weight Training (32% usage)
Men (51% compared to 27% women)
Higher education (37% compared to 23% with less education)
Higher incomes (41% compared to 27% with lower incomes)
Classes (26% usage)
Women (30% compared to 9% men)
Exercise Circuit (22% usage)
No statistical differences among demographic categories
Circulation Station (12% usage)
Lower incomes (17% compared to 5% with higher incomes)

9. Results Section One – Overall Demographics and Usage Statistics
Therapy Pool (45% usage)
Women (51% compared to 20% men)
Lower incomes (55% compared to 39% with higher incomes)

10. Results Section One – Overall Demographics and Usage Statistics
Light Visitors
Past 30 days
Average Number of Visitors
Heavy Visitors
25% visited 4 times or less
10 was the average number of days visited (with a standard deviation of 7.3 days)
28% visited 14 times or more
There were no statistically significant demographic differences between light and heavy visitors

11. Results Section One – Overall Demographics and Usage Statistics

12. Results Section One – Overall Demographics and Usage Statistics
Overall Revenue
Annual average of $282/member (standard deviation of $166)
25% paid $155 or less per member
25% paid $400 or more per member
Revenue by Demographics
> 70 years = Annual average of $328
< 70 years = Annual average of $238
Employed = Annual average of $215
Retirees = Annual average of $314

13. Results Section One – Overall Demographics and Usage Statistics
Revenue by Usage
Class Participants = Annual average of $320
Class Non-participants = Annual average of $268
No statistically significant differences for
Weight Training Participants/Non-participants
Exercise Circuit Participants/Non-participants
Circulation Station Participants/Non-participants
Therapy Pool Participants/Non-participants

14. Results Section One – Overall Demographics and Usage Statistics
Not at Very
All Important (1) Important (5)
General Health & Fitness
4.7
Social Aspects
3.2
Physical Enjoyment
3.9
Specific Medical Concerns
4.1
Further analysis indicated that the more strongly people were motivated by “Social Aspects,” the higher the fees they paid over the course of the year (i.e., $40 more for every point higher on the 1-5 importance scale)
A respondent scoring “Social Aspects” a “5” would have paid $120 more in fees than a respondent who scored it a “2,” on average

15. Results Section Two – How Members Initially Learn about AFC

16. Results Section Two – How Members Initially Learn about AFC

17. Results Section Two – How Members Initially Learn about AFC
“How likely is it that you would recommend AFC to a friend or colleague?”
Not at All Likely (0)
Extremely Likely (10)
9.3
71% of respondents answered “10” on the likelihood scale
Retired members were more likely to recommend the Center (76% compared to 52% of employed members)
Those who valued the “Social Aspects” were more likely to recommend the Center (87% compared to 63% of those who placed less value)
Those who used the Therapy Pool were more likely to recommend the Center (85% compared to 59% of those who had not used the pool)
Women were more likely to recommend the Center (76% compared to 56% of men)

18. Limitations
26 individuals did not respond to the employment status question
The question was unnumbered so it could have been overlooked
Neither of the response options might have been accurate descriptions of their employment status

19. Conclusions and Recommendations
How can we increase revenues at our current location?
To answer this question, the research was approached with two perspectives in mind
Determine member demographics and usage patterns
Older, well educated, retired females with a comfortable income and greater social needs
The Therapy Pool is the most frequently used service followed by Weight Training and Classes
AFC members visit an average of 10 days per month primarily in the mornings
Investigate how members learn about AFC

20. Conclusions and Recommendations
How can we increase revenues at our current location?
To answer this question, the research was approached with two perspectives in mind
Determine member demographics and usage patterns
Investigate how members learn about AFC
Respondents first came to AFC for rehabilitation purposes or to address specific medical needs or general health and exercise
Word-of-mouth communication from friends and doctors was the most common way in which members first learned about the Center

21. Conclusions and Recommendations
How can we increase revenues at our current location?
Speak at senior citizen centers and living groups whenever possible
Focus on delivering the highest quality experience possible for existing members to promote word-of-mouth
This is especially true of retired members motivated by social considerations
Make information materials available for existing members
Allows them to learn more about the under-utilized services
Gives them something to pass along to friends and their doctors
Materials could also be “leave behinds” at speaking engagements