Customer Retention Strategies in the Fitness Industry

Rodney Macon, Walden University

Abstract

In the health and fitness club business, acquiring new customers can be problematic for business leaders and may hinder sustainability. Grounded in customer retention management theory, the purpose of this qualitative multiple case study was to explore strategies health and fitness club managers used to improve customer retention. The participants were 6 health and fitness club managers who succeeded in improving customer retention while employed at 5 fitness clubs in Southeast Texas. Data were collected using semistructured interviews, a review of company websites, and social media pages. General and inductive analysis were used to analyze the data. One overarching theme, service quality, and 2 subthemes, including customer satisfaction and customer loyalty, arose from the analysis. The implications for positive social change include the potential for business leaders to create sustainable employment. Further implications include providing better health outcomes for customers, reducing costs for customers, and improving the quality of life within the community by using local service providers and generating revenue for the local economy.