SUTER AND BROWN RESEARCHFEBRUARY 2012

A Deeper Understanding of Avery Fitness Center Customers

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Presentation Outline

IntroductionMethodResults

Section One – Overall Demographics and Usage Statistics

Section Two – How Members Initially Learn about AFC

LimitationsConclusions and Recommendations

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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

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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

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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

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ResultsSection 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)

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ResultsSection One – Overall Demographics and Usage Statistics

Weight Training

Classes Exercise Circuit

Circulation Station

Therapy Pool

0%5%

10%15%20%25%30%35%40%45%50%

AFC Services Used in the Past 30 Days

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ResultsSection 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)

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ResultsSection 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)

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ResultsSection One – Overall Demographics and Usage Statistics

Light VisitorsPast 30 days

Average Number of Visitors

Past 30 daysHeavy Visitors

Past 30 days

• 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

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ResultsSection One – Overall Demographics and Usage Statistics

160, 74%

45; 21%

10; 5%

Time of Visit

MorningAfternoonEvening

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ResultsSection 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

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ResultsSection 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

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ResultsSection One – Overall Demographics and Usage Statistics

Not at VeryAll Important (1) Important (5)

General Health & Fitness

4.7

Social Aspects 3.2Physical Enjoyment 3.9Specific 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

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ResultsSection Two – How Members Initially Learn about AFC

Other

Facility Transfer

Social Considerations

Pool/Facilities

General Health

Rehabilitation

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Original Event That Brought Members

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ResultsSection Two – How Members Initially Learn about AFC

Advertising

Drove By

Heard Center Director

Other

Newspaper Article

Recommendation-Doctor

Recommendation-Friend

0% 10% 20% 30% 40% 50% 60%

"How did you learn about AFC?"

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ResultsSection Two – How Members Initially Learn about AFC

Not at All Likely (0) Extremely Likely (10)

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“How likely is it that you would recommend AFC to a friend or colleague?”

• 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)

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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

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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

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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

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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