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Private and Corporate Sector

Retention Guru has worked with numerous operators within the private sector, including small and large independent operators, multisite chains and national and international hotels.

In the current economic climate we understanding that private sector operators are working harder to recruit and retain members.

During the 1990’s selling new memberships was a simpler process and new clubs opened with large numbers of presold memberships.

This is no longer the case and competition is increasing in an ever ‘over crowded’ market place.

Providing a service that attracts new members and encourages existing members to stay is the new objective during 2012 and beyond  MORE

Institutions and Organsiations

I have been very privilaged and pleased to work for a number of insitutions and organisations within the fitness industry.

• Surveys
• Membership reports
• Gym, Health Club usage reports
• Behavioural studies
• Sales and tracking programmes

We have worked on a number of successful projects ranging from national retention studies, fitness professional employment reports, behavioural change programmes and national lottery funded schemes for The Fitness Industry Association, SkillsActive, REPs (Register of Exercise Professionals) Bath University, Active England as well as YMCA England MORE

Government and Public Sector

The government and public sector (Direct Delivery, Trusts and Management Companies) has come under increased pressure to deliver a full array of leisure services whilst reducing costs.

Retention Guru has assisted those who operate within the public sector, helping to develop opportunities to increase income and profitability.

Or to reduce services and staffing levels, to offset their reductions in subsidies. The public sector exists for the benefit of the communities in which it operates.

The majority operate as not for profit organisation, providing affordable health, wellbeing and leisure services and reinvesting any additional income generated.

Retention Guru understands this and has assisted various operators in developing new and improving existing activities  MORE

Retention and Membership Strategies

At various times throughout the year Retention Guru runs a series of:

• Open accesses courses
• Seminars
• Workshops
• Webinars.

Individuals are able to accesses research and training resources usually only available to companies and organisations.

Mainly focusing on the application of behavioural change psychology, to the leisure and fitness environment.

These sessions are aimed at individuals who seek to further the ability to help other change.

The sessions are diverse taking approaches from evidence based medicine and popular psychology MORE

The Retention Convention


DATE: 19 – 20 May 2016 from 09:00 to 17:30

VENUE: IET Birmingham, Austin Court, 80 Cambridge Street, B1 2NP Birmingham UK

COST: £275.00 per person


The first Retention Convention (2015) was a huge success and so I have decided to and to make it a little bigger. I know the extra day can create challenges, but there are so many relevant areas to cover I didn’t want to wait another year to cover them all.

We have some great sponsors this year, Life Fitness, Exerp and Escape Fitness and they will be working just as hard as our team to make the event a success.

I truly believe I have a stronger line up of speakers than I had last year. I had over 270 people apply to speak and this is the absolute best of the bunch.

The two-day format will enable us to focus on the customer experience; hearing from retention experts across the globe, as well as operators that have put fantastic measures in place to increase retention and boost revenue, and technology experts; who will demonstrate the wide applications technology can play within the leisure industry.

It’s a really relaxed event, and if you think you could benefit from improving your member retention that book yourself a ticket. (We sold out in six weeks last time and I am expecting a similar demand this time as well).


Dr Paul Bedford Dr. Paul Bedford is an international speaker and author of the world’s largest retention study, With a master’s degree in exercise and health behaviours and a PhD that focused on retention in the gym environment.

Dr. Bedford is one of the global fitness industry’s leading authorities on retention, attrition and member experience management, and develops bespoke retention strategies for operators right across the world.

Paul will be delivering a session that investigates how Big Data, Artificial Intelligence and it application can be used to improved member retention.

Paul’s second session “So What” will review where technology and the member experience can be integrated to enhance member loyalty, increase retention and reduce attrition.

Our Guest Speakers …

Molly KemmerMolly Kemmer is a thought leader with more than 20 years experience in the health and fitness industry. She is Chair of IHRSA, only the third female to hold the position in 34 years.

Dr Niels Nagel Germany’s Dr. Niels Nagel, who is head of the German Industry Federation for Health and Fitness.

Selda GamzeliSelda Gamzeli, from Turkey, was Jatomi Fitness’s Group Customer Experience Director for six countries - Poland, Turkey, Malaysia, Romania, Indonesia, Czech Republic.

Arron WilliamsArron Williams, former Special Projects lead at Life Fitness, who believes designing and driving stronger human connections into the fabric of health and fitness facilities helps turn members into profitable customers and employees into apostles.

Tiffeny GouldTiffeny Gould has extensive experience across the sector, including 15 years at SLM/Everyone Active where she was Digital Fitness Development and National Exercise Referral Manager.

Dr Melvyn Hillsdon Dr. Melvyn Hillsdon, has consulted to the fitness industry for more than two decades. He has consulted to WHO (Europe) the Department of Health (UK) and many local authorities and NGOs.