Churn prediction model for effective gym customer retention

Abstract

In the fitness industry, rolling gym membership contracts allow customers to terminate a contract with little advanced notice. Customer churn prediction is a well known area in Machine Learning research. Many companies, however, face a data science skills gap when trying to translate this research onto their own datasets and IT infrastructure. In this paper we present a series of experiments that aim to predict customer behaviour, in order to increase gym utilisation and customer retention. We use two off-the-shelf machine learning platforms, so that we can evaluate whether these platforms, used by non ML experts, can help companies improve their services.