Each member is assigned a risk status, based on a calculated risk of them cancelling their membership or leaving the gym. The risk status can be seen on each member's profile.
This risk is based on an assessment of the member's most recent gym attendance compared to a longer snapshot of their attendance.
All new members are subject to an initial five-week assessment period to establish their 'baseline' attendance pattern. During this period, no risk level is assigned.
Once this is established, the value is routinely updated to keep pace with any changes in that member's attendance habits. If the calculated risk level does change, a note is added to the member's profile to say so.
The full range of risk status values are as follows:
New Member - Given to new members whilst their attendance pattern is being built. This takes approximately 5 weeks to build.
Pending - Member has started to sign up, but dropped out before completing payment.
High Risk - Applied to members with no discernible attendance pattern, or for those members who change their patterns significantly, and are therefore at a higher risk of leaving or cancelling their membership.
Average Risk - Members who use the gym fairly frequently, but who have no strong, regular pattern of attendance.
Low Risk - Members who use the gym frequently, have a fairly regular pattern of attendance and are therefore at fairly low risk of leaving.
How the risk status is calculated:
The risk calculation itself uses two basic snapshots of a member's gym access. Both are based on the member's most recent check-ins:
Baseline events = total number of access events over the previous 5 weeks (35 days), and
Current events = total number of access events over the previous 4 weeks (28 days)
An Activity level is then derived from these two values - it expresses current activity as a percentage of baseline activity. If the member's activity has been consistent every week, the score will be 80% - lower means recent attendance is trending downwards and higher means it is trending upwards.
Activity level = ( Current Activity / Baseline Activity ) * 100
Some additional factors are used to influence the final score according to popular research into gender and age.
The final, adjusted Activity level is now placed into one of three bands to give the risk level:
0 - 39% = High risk (of leaving)
40 - 69% = Average risk
70%+ = Low risk
The risk status of members can also be viewed when searching the member database (Navigating to Members > View all Members), as seen below: