Skip to main content
Popular Press
MARKETING ATHLETIC CLUBS, RECREATION CENTERS AND COUNTRY CLUBS: RECRUITING AND RETAINING MEMBERS USING PSYCHODEMOGRAPHICS
MARKETING MANAGEMENT ASSOCIATION SPRING 2014 PROCEEDINGS (2014)
  • Oscar T McKnight, Ashland University
  • Ronald Paugh, Ashland University
  • Jordan McKnight, University of Akron Main Campus
  • Lily Zuccaro
  • Gina Tornabene, Ashland University
Abstract

Membership recruitment and retention is critical to fitness facilities managers and often the primacy of product and service offerings is overemphasized. This research indicates that consumer psychodemographics are more important in determining membership. A 'SIT-UPS' routine is offered to assist managers in marketing and membership initiatives.

Keywords
  • Oscar McKnight,
  • Jordan McKnight,
  • Ron Paugh,
  • Lily Zuccaro,
  • Ashland University,
  • Miami University,
  • Psychodemographics,
  • Retaining Members,
  • Marketing,
  • Segmentation,
  • Fitness Center,
  • Recreation Center,
  • Membership,
  • Recruitment and Retention,
  • Recruitment,
  • Retention
Publication Date
Spring March 28, 2014
Citation Information
Oscar T McKnight, Ronald Paugh, Jordan McKnight, Lily Zuccaro, et al.. "MARKETING ATHLETIC CLUBS, RECREATION CENTERS AND COUNTRY CLUBS: RECRUITING AND RETAINING MEMBERS USING PSYCHODEMOGRAPHICS" MARKETING MANAGEMENT ASSOCIATION SPRING 2014 PROCEEDINGS (2014)
Available at: http://works.bepress.com/oscar_mcknight/52/