A report from Les Mills identifies a new segment of super-members, called “MVPs,” who drive more value for clubs over the long run
A particular segment of highly engaged members drives the majority of business success for gyms, according to a new report from Les Mills.
In the report, “MPVs: The New Power Players in Club Growth,” Les Mills partnered with ROR Partners and 4Global to track data from 2.6 million member journeys across 1,312 clubs in the United States and Europe.
The report identified a new class of members: “MVPs,” short for “Most Valuable Participants.”
These MVPs stay with their clubs 39% longer than typical members, and they visit their club 65% more often. MVPs are also 88% more likely than typical members to still be active after 12 months. Perhaps most importantly, MVPs generate 27% more lifetime value than a typical member, and they refer more of their friends and family to become members in turn.
The report’s central thesis is this: MVPs are key for gym growth, so operators should do all they can to cultivate more of these high-value members.
“This research provides a clear, data-driven playbook for operators seeking sustainable growth,” said Phillip Mills, the managing director of Les Mills International. “By focusing on MVPs and the areas of the club with the highest potential for serving them, operators can drive retention, maximize floor space and build a thriving, future-proof fitness community.”
While the report didn’t specify how many MVPs a club typically has, it did say that any member “can become one with the right support and engagement.”
The report offers an eight-step playbook for operators looking to turn more of their members into MVPs. One of the biggest takeaways is that group fitness is highly effective in creating MVPs, especially if classes are led by the right instructors.
Unsurprisingly, Les Mills pointed to data showing that its own group fitness workouts drive high member engagement inside gyms — members who do Les Mills workouts visit their clubs 65% more often than gym-only members, per the report. But the report also pointed to the effectiveness of group fitness classes as a whole.
“This research confirms what club operators observe daily: members who join group classes are typically the most valuable customers,” wrote ROR Partners chief strategy officer Tom Lanahan. “They stay longer, pay more and are more likely to refer friends. For prospective members, high-quality group programming is often a key factor in choosing a gym, underscoring the importance of robust offerings such as Les Mills.”
To download the “MPVs: The New Power Players in Club Growth” report in full, click here.
