THE POWER OF DATA-DRIVEN RETENTION

This year’s edition of the Retention Convention looked to arm delegates with insights which would help them harness data and to drive behaviour change in fitness

THE POWER RETENTION OF DATA-DRIVEN

More than 150 senior professionals from across the fitness and physical activity industry gathered at The Slate Conference Centre, University of Warwick, on 25 September for the Retention Convention 2025. The invite-only event, hosted by Dr. Paul Bedford, focused on this year’s theme, “Using Data to Change Behaviour”. The one-day conference highlighted how data-driven strategies can improve member retention and boost commercial performance across health, fitness, and leisure sectors.

Building on data

The convention offered a dynamic programme of keynote sessions, led by prominent figures in exercise science and fitness management. Dr Melvyn Hillsdon, Associate Professor of Exercise & Health Behaviour at the University of Exeter, explored how behavioural data can drive engagement and improve adherence. Stuart Stokes, founder of ReferAll, showcased strategies that enable operators to better understand and respond to member needs.

Behavioural data is the key to understanding members, improving adherence and creating lasting results

Building on their insights, a panel of industry experts – Rachel Rinkcavage from Barnsley Premier Leisure, Kira Mahal from MotivatePT and Tiffeny Gauld from LeisureLabs – discussed practical ways to leverage data to enhance retention and boost commercial performance. Adding further inspiration, TIME co-founders, Nick Mennell, Keith Smith, and Dave Swis, delivered a thought-provoking session that challenged conventional induction processes, advocating for a more holistic, thorough, and personalised approach to onboarding new members.

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Partnership learning

Matrix Fitness UK was this year’s lead partner for the event, demonstrating their commitment to knowledge-sharing and innovation in the sector. Additional partners included Pocket Rocket Group, Inbody UK, TIME, Wattbike, Your Personal Training Ltd, and GuruPaul - all helping to create a collaborative environment that connected senior professionals across public and private operators, higher education, and global fitness brands.

Beyond the conference sessions, attendees were treated to a tour of the University of Warwick’s state-of-the-art gym facilities, offering hands-on insight into cutting-edge fitness equipment and training environments. The tour reinforced the practical application of the strategies discussed during the day and offered delegates an opportunity to see innovative approaches to engagement and member experience in action.

The Retention Convention 2025 successfully brought together diverse voices across the industry, combining academic research, technology innovation and operational expertise to highlight the power of data in shaping member behaviour. Attendees left with actionable strategies, fresh ideas for improving retention, and valuable networking connections to help drive success in their own organisations.

Partnerships across public, private and academic sectors are driving a new era of data-led decision making in fitness

As the fitness sector continues to evolve, events like the Retention Convention demonstrate the growing importance of data-driven decision-making through creating meaningful member experiences that resonate. For more information on the Retention Convention, contact [paul@retentionguru.co.uk](mailto:paul@retentionguru.co.uk)