SUMMARYOF THEMEMBER SURVEYRESULTS
R ecently, the Club conducted a comprehensive membership survey with help from our master planning consultant, Chambers. The questions in the survey were a direct result of the feedback received during the Member Focus Groups held at the Club in June. Key areas of focus included Membership, Communications, Facilities, Programs and Services.
A total of 943 surveys were returned during the specified period of time for inclusion in the study (766 Primary Member surveys and 177 Secondary surveys). This equates to 40% of the Primary membership responding, which is a statistically valid measure when compared to similar surveys conducted nationally among other private clubs. The survey responses were cross-tabulated based upon age, membership class, length of membership, etc., which is extremely valuable for analyzing the results. As shown in the chart at right, we received an excellent cross-representation of members across all age groups and length of membership at the Club. MEMBERSHIP Respondents were first asked to indicate their reasons for joining Oxford Athletic Club. Overall, 94% of respondents indicated that the Club’s location in relation to their home was their primary reason for joining, followed closely by the Fitness Cardio and Strength facilities (90%), and the cost of membership – dues and joining fees (87%). A number of other factors were cited as reasons for joining the Club, including swimming facilities (80%), group exercise facilities and classrooms (63%), group exercise programming and instruction (62%), fitness instruction (57%), and children’s activities (50%).
When asked about their satisfaction with their Club experience, 78% of respondents indicated they are either “very satisfied” or “satisfied” with their current club experience. Additionally, 46% of respondents feel they receive a good value for their dues. When asked about the social orientation of the Club with regard to a sense of community and camaraderie, 51% believe the Club is currently “fine as is” while 44% believe the Club should become more socially-oriented. Overall, 66% of members would recommend Oxford Athletic Club to their friends.www.oxfordathleticclub.com
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