Press Office

On Track: Esporta's Induction Programme For New Members

Date: 27 Oct, 2004

Earlier this year, Esporta carried out independent market research into consumers' gym habits, this revealed that:

• New gym members who visit less than once a week in the first month after joining have a 50% higher quit rate than those who visit at least once a week
• Members who visit at least once per week in the first two months are twice as likely to still be members 18 months later
• Members attending at least one one-to-one consultation are only 77% less likely to quit

As a result Esporta has formulated 'On Track', a programme for new members which involves three one-to-one consultations in the first eight weeks of membership.  A member will receive the first consultation within seven days of joining, the second will be between two to four weeks after joining and the last will be four to eight weeks after the join date.

This may seem intensive but behavioural science research shows that these consultations actually increase the number of times we then go to the gym in the future.  In fact, new members who attend three exercise consultations make 2.5 x more visits in the first three months than those people who don't attend any one-to-one sessions.

These consultations are essentially free personal training sessions, allowing for a personalised fitness programme to be formulated and monitored in the early days of membership.  As a result, this is the ideal way to stick to your fitness resolutions, strengthening that willpower and ensuring you stand by your fitness plan beyond January.