There are plenty of answers; whether that’s membership revenue, retention, EBITDA, or even class attendance. All these matter of course but if I had to pick one number to look at first, every single time my answer would be the same; it would be your Net Promoter Score (NPS).
Why NPS matters more than you think
The Net Promoter Score (NPS) is simple but powerful. It asks one key question: “How likely are you to recommend us to a friend or colleague?” That response gives you the clearest, most honest indicator of how your customers feel about your business.
At Snap Fitness, we use NPS as a cornerstone of our member experience strategy. We use a system called Medallia that collates anonymous feedback and tells us in real-time, how well each location is looking after its members and their needs both operationally and emotionally.
By having this central view, we can see key trends, both positive and negative, that are influencing our gym’s NPS scores. This is a huge advantage as it allows us and our franchisees to nip any issues in the bud before they snowball and start to affect their sales and member retention.
Acting on this feedback is vital as we’re in a competitive, service-driven industry, where emotion drives loyalty. If a customer feels valued, listened to, and supported, they come back and they tell others.
A reflection of your business
Unlike revenue, which reflects past decisions, or marketing spend, which predicts future ones, NPS is a true reflection of your business in the present moment. It cuts through the noise and shows you what your customers are thinking right now, before their feedback turns into cancellations, complaints, or bad reviews.
It doesn’t matter what sector you’re in. Whether you’re serving fast food, pouring coffee, washing cars or delivering fitness classes, your ability to build genuine customer advocates will determine how fast you grow.
From feedback to action
Our top-performing franchisees are the ones who treat member feedback like gold dust. They read every comment, whether that’s in Medallia or on their Google Reviews. It doesn’t stop there; they’ll be reaching out to detractors and celebrating promoters while most importantly, using NPS as a key starting point in the catchups with their teams.
When a member gives a 10 and highlights a great experience with a team member, we shine a light on that. When someone scores low and shares a pain point, we act on it and see it as an opportunity to improve.
That kind of culture, where feedback is welcomed and acted upon, is what separates great franchise operations from the rest.
NPS fuels growth
Research across multiple industries has shown that higher NPS scores correlate directly with stronger retention, better word-of-mouth, and more sustainable growth. In franchising, where scale depends on consistency and reputation, that matters more than ever.
We’ve seen Snap Fitness clubs with modest marketing budgets outperform others purely because of strong NPS-driven word of mouth. Members stay longer and they refer more friends and post five-star reviews. It’s all a snowball effect and the best thing about it is that it starts with listening.
Make it your first number
My advice to franchisees in any sector is simple: treat NPS as your first and most important KPI. Build it into your dashboard, talk about it in team meetings, react to it, celebrate it and even obsess over it.
If you know what your customers really think and you’re willing to act on it, you’re creating a fantastic culture. By protecting your brand and showing your customers that they matter, you’ll unlock the kind of loyalty that drives long-term success.
