Communication of trainers as one of the means for customer retention in fitness clubs

Abstract

Acquiring the adequate communication style is a vital element in trainers’ profession. This research aims to reveal the effects generated via the communicative style by trainers of fitness club customers. It also intends to explore whether communication style has any relation to the regularity of class attendance as well as to the length of training periods which is conceptualised in this paper as trainers’ economic efficiency. Data collection was carried out by structured interviews in a country-side large sport centre. Trainers with at least three training sessions per week (N=20) and their groups (N=160) were interviewed using Rudas (1994) communication style survey and additional selfdeveloped interview protocols. The results revealed that the examined trainers were distributed in all four communications styles, but showing dominance in aggressive and passive styles. The classes of trainers with aggressive and assertive communication style were those that showed the highest and maintained attendance rates. It seems, that classes held by trainers who communicate in a deliberate way and convey positive messages are attended more and in a sustained way. Accordingly, their precisely set targets and explanation of training sessions content correlated with repeated attendance and customer retention. It seems that groups with extended scope of communication are characterised by stronger group cohesion where social relationships could develop easier, which have relations to perseverance and commitment. Therefore development of trainers’ communication skills may be considered as an effective tool for fitness clubs for customer retention.

JEL code: Z20

Full text

Applied Studies in Agribusiness and Commerce – APSTRACT
Center-print Publishing House, Debrecen
SCIENTIFIC PAPERS
APSTRACT Vol. 9. Number 1-2. 2015. pages 35-40.
ISSN 1789-7874
Keywords: quality of Nigeria, Economic reform, Agricultural development, food security (JEL code: Z20)
INTRODUCTION
The significance of both the communication style and
communication skills is indisputable in business life. Previous
research carried out in this field indicate that businessmen
who either consciously develop their communication style
and/or intentionally chose their communication style were
more efficient in their work in comparison with others
who do not develop their skills (Conrad - Newberry, 2011).
Communication skills are also determining factors from
the organisational performance perspective (Duke, 2011;
Bowers – Seashore, 1996) In order to succeed, one of the
most vital skill for a manager or leader is the communication
skill (Markaki et al, 2013). If a manager or leader discovers
how to communicate with subordinates and surroundings
properly, the performance together with the achieved results
will consequently be better (Raducan – Raducan, 2014).
Smith (1985) based on fundamental behavioural schemes
categorized communication styles into four types, as
follows: passive, aggressive, assertive and manipulative. The
characteristic features of these communication styles could be
defined in relation to the individual’s attitude towards himself
or herself and his or her surroundings. In the background of
passive communication both the acceptance of surroundings
and refusal of the self can be found. Individuals who behave
and exhibit passive communication are characterized by low
self-esteem, distress, negative feelings toward their own
selves, and the lack of motivation. Individuals with aggressive
communication style accept themselves, but are unable to
accept their surroundings. The lack of self-confidence is also
a characteristic feature of this communication style; however
the subject of negative feelings and anger is not reflected
back on the individuals self, but strongly demands to keep
control. The assertive communicators are able to accept both
themselves and their surroundings, they have healthy self-
esteem and their communication is open and direct. In the
background of the manipulative style stand a non-acceptance
for surrounding, others and the self. It is characterised by
continuous distrust, disingenuousness and lack of motivation
(Smith, 1985). Communication styles involve certain functions
of communication process and also reflect on particular
features of sending and receiving messages as well as the
CommuniCation of trainers
as one of the means for Customer
retention in fitness Clubs
Éva Bartha
Department of Sport Economics and Management, Faculty of Economics, University of Debrecen
email: barthaevi@gmail.com
Szilvia Perényi
Department of Sport Economics and Management, Faculty of Economics, University of Debrecen
email: sperenyi@hotmail.com
Abstract: Acquiring the adequate communication style is a vital element in trainers’ profession. This research aims to reveal the effects gener-
ated via the communicative style by trainers of fitness club customers. It also intends to explore whether communication style has any relation
to the regularity of class attendance as well as to the length of training periods which is conceptualised in this paper as trainers’ economic
efficiency. Data collection was carried out by structured interviews in a country-side large sport centre. Trainers with at least three training
sessions per week (N=20) and their groups (N=160) were interviewed using Rudas (1994) communication style survey and additional self-
developed interview protocols. The results revealed that the examined trainers were distributed in all four communications styles, but showing
dominance in aggressive and passive styles. The classes of trainers with aggressive and assertive communication style were those that showed
the highest and maintained attendance rates. It seems, that classes held by trainers who communicate in a deliberate way and convey posi-
tive messages are attended more and in a sustained way. Accordingly, their precisely set targets and explanation of training sessions content
correlated with repeated attendance and customer retention. It seems that groups with extended scope of communication are characterised by
stronger group cohesion where social relationships could develop easier, which have relations to perseverance and commitment. Therefore
development of trainers’ communication skills may be considered as an effective tool for fitness clubs for customer retention.

APSTRACT Vol. 9. Number 1-2. 2015. pages 35-40.
ISSN 1789-7874
36 Éva Bartha – Szilvia Perényi
individual communication skills and certain aspects of
feedback. Besides the personality, communication is also
influenced by several other factors, for instance the level of
education, literacy level and furthermore the relation between
the subjects participating in the interpersonal communication
(Buda, 1994). One of the most popular means of assessing
communication style is the so-called Rudas-test (1990).
The communication skills also have significant roles in
sport, in which human interaction has a critical role from
many aspects, but gaining special attention in the athlete-coach
relation. The professionalization of the coach’s occupation is
dating back to the 1930s when it became distinguished from
the active athlete and started it specialisation in competencies
and professional preparation of knowledge (Bodnár – Perényi,
2012). Numerous experts elaborated on the topic since then
how competitive athletes react upon their trainers’ instructions
from several angles including for example the content of
messages being sent, the means of message transmission
(Lénárt, 2002; Sullivan – Feltz, 2006; Khalaj et al, 2011). As
in this profession, coaches send and receive many messages,
they have to be effective communicators to clarify the
expectations, to encourage and give feedback to their athletes
(Burton – Raedeke, 2008). Therefore, acquiring the adequate
communication style is an essential element of the professional
coach’s job. A special unequal power relation is characterising
the communication space between the coaches and their
athletes both in the field of team sports and individual sports.
Due to this kind of relation the decisions made by trainers are
enough to have an impact on the motivational environment
(Ames, 1992). According to Theeboom et al. (1995), the role
of the training environment also emphasized in developing
and maintaining the athletes’ performance and motivation in
competition sports. Cote (2002) highlighted the role of fellow
trainers in establishing motivation. Toropainen and Rinne
(1998) during their investigations concluded that physical
activity interventions based on group dynamics foster the
development of group cohesion, the reduction of dropouts
and the enhancement of participation. Most of these studies,
however, remain within the performance oriented dimensions
of competitive sports.
Sport is fundamental also in a nation’s life from several
perspectives and has particular significance in the fields
of general public health, potential savings of the national
economy, and sport-related expenditures of citizens (Perényi,
2014 ; Ács, et al., 2014; Paár, 2014; Földesiné et al., 2008;
András, 2002). Sport, at the same time, has grown into an
industry with increasing economic potential and significance,
therefore, it is, equally significant to emphasise the expansion
of recreational sports and their advance in the business sector
(Sárközy, 2002). The communication style of trainers is not
an area satisfactorily investigated in the field of recreational
sport, despite the fact that its various fields of activity can
be characterized by permanent trainer-trainee relations. This
is particularly valid for the fitness industry, where, apart
from the personal trainers, trainers holding group classes
also have personal relations with the members. As stated by
Bauer (2009) the trainers should make efforts at the level
of recreational sports, competitive sports and elite sports
to develop the motivational atmosphere as it contributes to
the successful implementation of the results and objectives.
However recreational sport, to a certain extent, bears different
system of relations in comparison with competitive sport.
In the fitness sector the product of business exchange is
the sport service provided by the trainer and paid by the
sport participant. Recreational sport assumes voluntary
participation, swaps as well as dependence-free relation
between trainer and customer. This kind of system relation
is typical for the service industry, where personal value, due
to both the intangibleness of the product to be exchanged
and its volatility together with the individually added one,
is high. Therefore, unlike in performance sports the leader-
follower relation is not hierarchical and clear among trainers
and customers in the fitness sector. Nevertheless, the trainer
considered to be a leader in the process of transmission of
values and have impact on customers in recreational sport.
The statement of Makszin (2002) in connection to value-
transfer-environment aspect of sport can also be applied to
a exercise group in fitness clubs, specifically, if trainers are
able to provide precise target setting and to communicate
in an adequate way then consequently they will foster the
development of long-term habits. In the area of recreational
sport, the trainer’s behaviour shows a strong correlation with
the dropout of the customers (Chatzisarantis et al., 2003). The
trainers should make efforts at the level of recreational sports,
competitive sports and elite sports to develop the motivational
atmosphere as it contributes to the successful implementation
of the results and objectives (Bauer, 2009).
This present study is designed to target this less studied
sector of sport, specifically recreational sporting trainers
1
working in the fitness industry and their communication style
together with customers’ attendance habits in their classes. The
question arises whether the communication style of trainers
shows relations with the following factors: the customers’
loyalty towards the trainer, the group cohesion developed
in the group during the training sessions and the trainer’s
professional qualification. Specifically the communication
style of trainers has relations to the training session attendance
namely the economic efficiency of trainers.
OBJECTIVES
This research aims to reveal the effects generated
by communication style of trainers in recreational sport
specifically in fitness sector. Our objective is to analyse
the similarities and differences of the training sessions, and
the groups of trainers applying different communication
styles. It also intends to explore the communication style’s
influence on developing group cohesion, class attendance
and length of training periods which is conceptualised as the
1
The Hungarian linguistic practice makes no differentiation between the
concepts of trainer and coach in the field of competitive sport and recreational sport
(the Hungaria n ter m ‘ed ző’ is used in both areas).However, the English linguistic
practice does make differentiation: coach is used in competitive sports, while trainer
or instructor is used in recreational sports. This study is using the term ‘trainer’ in
the measured dimensions.

Communication of trainers as one of the means for customer retention in fitness clubs 37
APSTRACT Vol. 9. Number 1-2. 2015. pages 35-40.
ISSN 1789-7874
trainers’ economic efficiency in this paper. We assume that
the attendance of training sessions, the perseverance and
commitment of customers vary in relation to the chosen and
used communication style of trainers.
As an element of a complex research concept carried out
in the topic of coaches’ and trainers’ communication style and
business performance of fitness clubs, this study is intended
to present preliminary analyses of pilot data collection. This
article focuses on presenting the results collected during
evaluating the trainers and participants and introduce the
design and the elements of the broader research concept.
METHODS
The data collection for the investigation was conducted
by standardized questionnaires and structured personal
interviews in a country-side large sport centre. The
questionnaires were filled by 20 trainers and 160 customers.
The trainers and their groups having at least three training
sessions per week were taken as samples of this analysis. The
evaluation of trainers’ communication style and their groups
was measured by structured interviews. The sampled trainers
were distributed in groups based on the communication model
of Rudas (1990). The trainers were also measured by in-depth
interviews related to their work. Furthermore, we asked for
the subjective perception of their professional competences.
We applied Bourdieu’s (1984) concept of cultural capital2as
a methodology for analysing the competences of trainers.
The trainers’ professional competences and their level of
cultural capital were studied by surveys and interviews. The
trainers’ professional qualifications, their broad knowledge
of skills related to sport, their acquisition and awareness of
the most important competences and the efforts made to
improve these elements as well as utilizing and applying the
materials and electronic sources connected to the professional
trainers’ job was registered into one variant. Apart from
qualification, trainers were grouped into categories (1/very
low/ – 4/high/) founded on both the activity and willingness
for further training and self-development as well as on the
basis of possessing and employing professional materials
(such as books, journals, DVDs, electronic sources). The
fitness centres provided statistics were compiled on the basis
of maximum attendance of the training sessions recording
a-year-long-period. The attendance of the training sessions
was represented by percentage in relation to the maximum.
A sequence was established based on statistics by trainers’
attendance assuming that trainers with the highest attendance
rate are the most business effective. It was assumed that the
efficiency of the trainer is determined by his communication
style and it also correlates with their customers’ motivation.
The variables measured with self-designed interview protokol
and their categories are summarised in Table 1.
This questionnaire also surveyed customers training habits
indicating how long and how often customers participated in
2
According to Bourdieu (1984), willingness for professional qualification, further
trainings and self-development is called cultural capital. Three types of ca pital can be
distinguished: embodied (inherited), objectified and institutionalised.
sports and in what extend they were dedicated to their trainers
and what their relations with the other customers were. The
commitment was measured by the frequency of training
sessions and the length and regularity of the training period.
The study serves as a pilot study in the development of
reseach methodology for a large scale examination in the
fitness human resources environment.
Table 1.: Model
dimensions variables categories
trainers Communication style
(Rudas scale) aggressive, assertive,
passive, manipulative
Cultural capital
(Likert scale 1-4) types of education,
degree, self-improvement,
professional materials
(books, magazines, DVDs)
possession, use, willingness
of training, organisation
membership, certificates
Perseverance lenght of training period,
frequency of training
sessions
fitness clubs Attendance statistics average annual hours of
attendance
(<40%: low;40-60%:
staisfactory;60-80%:
medium high;80-100%:high)
Data analysis was completed by the use of SPSS version
18 statistical program using parametric tests.
In this present study sociodemctric varials* were not
analised due to the restrictions in length of this journal.
RESU LTS
Coaches communication style
The results related to communication style assessment
using Rudas-scale (1990) resulted in a distribution that
represented coaches in all the predesigned communication
style categories. Specifically in the aggressive style 32%, in
the passive style 32% in the assertive style 20%, and in the
manipulative style 16% of coaches were represented.
Communication style and customer attendance
This distribution did not support the original hypothesis
as a dominance of assertively communicating coaches were
expected. It seems that a diversity of customers appear in
a fitness club calls for the need of coaches representing all
communication styles. The results show that the aggressive
and passive communication style is more frequent among
the examined coaches. For the question, wheather the most
effective communication style reaching and maintaining the
maximum attendance will be the assertive style is reported
in Figure 1.
Based on the annual data of customer attendance provided
by the training centre, 32% of the trainers performs an 60-

APSTRACT Vol. 9. Number 1-2. 2015. pages 35-40.
ISSN 1789-7874
38 Éva Bartha – Szilvia Perényi
80% (medium high) yearly average attendance. While 24%
of them regularly maintain a customer attendance above 80%
(high) and 33% between 40 and 60% (satisfactory). Based on
the calculation of the fitness club from 40% of attendance, a
group class economically breaks even, thus 56% of trainers
considered ‘very effective’ from economic point of view and
only 11% of the trainers have low attendance classes(below
40%). Consequently the majority of trainers (65%) fall into
the average attendance (40-80%) group class category.
Analysing the relation between communication style
and the rates of attendance we found that the assertive and
aggressive communication styles are coupled with a larger
customer attendance compared to passive and manipulative
styles. 88% of the training sessions held by trainers using an
aggressive style produced high and medium high (over 60%)
customer attendance. A similar ratio (82%) can be detected
regarding trainers with aggressive communication style.
Incontrarily only 15% of the classes of trainers characterized
by passive and manipulative communication styles provided
the fitness club with economically profitable or breakeven
customer attendance (over 40%). Henceforth, training sessions
held by trainers with aggressive or assertive communication
styles are characterised by considerably higher customer
attendance. Therefore, trainers’ communication style is
probably one of the elements of a complex action mechanism
that shapes both willingness and retention for attendance.
Figure 1.: Average yearly attendance of group classes by communication
style of trainers
0%
2%
4%
6%
8%
10%
12%
14%
Assertive Aggressive Passive Manipulative
high medium high satisfactory low
0%
5%
10%
15%
20%
high medium high satisfactory low
high medium low very low
Competencies of trainers and customer attendance
We analysed the role of professional qualification and
competencies (cultural capital) in relation to class attendance.
Besides the communication style of trainers, their professional
qualification and competencies were the additional variables
that showed relation with customer attendance. The more
health-, sport- and fitness related qualifications a trainer had,
the higher attendance rate can be recorded in their classes.
The number of participants in the training sessions held by
trainers with high level of cultural capital was most medium
high or high (above 60%), whereas 32% of them regularly
had outstanding (more than 80%) customer attendance.
Interestingly those trainers performing satisfactory (40-60%)
class attendance reported low or very low level of porfessional
qualifications and competencies.
Figure 2.: Competencies of trainersin relation to yearly average group
class attendance
0%
2%
4%
6%
8%
10%
12%
14%
Assertive Aggressive Passive Manipulative
high medium high satisfactory low
0%
5%
10%
15%
20%
high medium high satisfactory low
high medium low very low
Trainers and customers
The trainers’ communication style is a determining factor
regarding the loyalty of class participants to their trainers.
From this perspective the result show that customers training
with assertive and aggressive communicators are the most
committed, they are followed by those training with passive
and manipulative communicators (Figure 3). It seems that the
loyalty of participants from passively communicating trainers
gives high rates in both very low and low loyalty. Interestingly
in the groups of trainers with manipulative style were not
major differencies in loyalty of training participants. The
causes of high distribution of customers with very low or low
loyalty in groups of trainers with assertive and aggressive
communication style needs further analysis.
Figure 3.: Level of customer loyalty by communication style of trainers
0%
2%
4%
6%
8%
10%
12%
14%
16%
Assertive Aggressive Passive Manipulative
high medium low very low
0%
2%
4%
6%
8%
10%
12%
14%
16%
Assertive Aggressive Passive Manipulative
high medium low very low
Trainers with assertive communication style facilitate
group cohesion the most, while the weakest cohesion could
be discovered in the passive group (Figure 4).
Figure 4.: Level of group cohesion by communication style of trainers
0%
2%
4%
6%
8%
10%
12%
14%
16%
Assertive Aggressive Passive Manipulative
high medium low very low
0%
2%
4%
6%
8%
10%
12%
14%
16%
Assertive Aggressive Passive Manipulative
high medium low very low

Communication of trainers as one of the means for customer retention in fitness clubs 39
APSTRACT Vol. 9. Number 1-2. 2015. pages 35-40.
ISSN 1789-7874
Furthermore, studying the connection between cultural
capital, as independent factor and customer loyalty to trainers,
the group cohesion developed during the training sessions
and training session attendance. It was found that the level of
cultural capital only shows relations with customer attendance
(Figure 2). Other studied variants (group cohesion, loyalty
to the trainer) in this sample did not suggest relations further
analyse with larger sample shall be conducted in the future.
CONCLUSION
In the area of recreational sport the trainers’ communication
style strongly influences customers’ perseverance in trainings,
frequency of their training sessions and the customers’
loyalty to their trainers. The results show that the applied
communication style affects the customer’s motivation,
commitment, the group cohesion and the popularity of the
training sessions. In other words, it has an impact on the
trainers’ economic efficiency. The most important elements of
motivation in communicating with sportsmen can be identified
with the help of results in the research.
The customer attendance at trainers who communicate in
an assertive or aggressive style is higher, therefore it means
a larger and continuous income for the sport facility where
they are employed. Precise target fixation and professional
justification when setting up training sessions correlate with
repeated attendance of the training sessions and customer
retention. It is important for the trainers to acquire the
techniques of facilitating effective communication as much
as possible.
Trainers communicating in an effective way encourage the
maintenance of the customers’ motivation not just in a direct
way, but also in an indirect way via developing group cohesion.
Groups with emphasized communication are characterised by
stronger group cohesion and social relationships could develop
faster there. These have an effect on the perseverance and
commitment. As a result of these observations we considered
it to be necessary to examine the strength and effects of the
factors impacting the development of the group cohesion with
regard to the commitment and motivation of the recreational
sportsmen.
Influencing elements such as education sated by Buda
(1994) are applicable in recreational sport. Therefore, the
trainers’ professional level of education, their broad knowledge
of skills related to sport, the acquisition and awareness of the
most important competences all have key roles. It seems
making efforts to improve the already acquired qualifications
and competences during further trainings, participating in
professional workshops as well as utilizing and applying the
materials and electronic sources connected to the professional
coach’s job are fundamental.
Communication style, skills and professional qualification
of those who work in the fitness industry correlate with
the customers’ motivation and the statistics of customer
attendance, thus it also correlates with the economic success
and sustainability of the clubs. Subsequently, trainings and
further trainings are equally important elements of the
professional competences for those employed in fitness
industry. As part of the training curriculum, besides skills
for sport experts, communication skills are also inevitable.
Among the limitations of the study the size of the trainers
sample shall be mentioned. The pilot study can only create a
base for further develop of the research mode. Interconnections
are also hard to be estimated and understood in connection to
the two examined groups, further development on statistical
methodologies will be necessary in future approaches.
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