Anytime Fitness North America has called in Retention Guru, Dr. Paul Bedford, to help develop the franchise brands digital retention strategy.

The move will see Dr. Bedford, who is seen as one of the fitness industrys leading authorities on retention, attrition and member experience management, help to create an automated digital approach to membership marketing, which aims to provide consistency of message for the group, allowing owners and managers across the 2,200 franchise clubs in North America to focus on the day to day running of their health clubs.

The four month project is part of a multi-staged approach and will be aligned with the brands new member experience in North America. The strategies will be used to inform retention strategies for the group worldwide.

Chuck Runyon, CEO at Anytime Fitness said: 'Pauls extensive knowledge of member behaviour and his techniques for matching appropriate interventions with available resources, made him a natural choice to support our group in this drive to improve the way we communicate with our members on a digital level. His reputation is strong with our franchisees domestically and internationally and we are excited to harness his knowledge as we move into a new member-centic era of the business.'