rewrite mThe primary issue that RFC is experiencing is the inability to retain customers. Member retention for RFC is 20% lower nationally than other market competitors and approximately 50% of members did not visit the club more than two times per week during the membership period. From data collected, it is observed that members typically join during a promotions period and do not renew due to lack of usage. Additionally, members expressed that customer service from on-site staff was lacking, contradicting the REC brands standard of family-friendly staff members to assist customers. The current staff attitude may be due to the retention of long-term employees who do not possess proper customer service training and who are adjusted to the way it has always been at that club. A large selection of employees at the club level have been with RFC for five or more years, which may cause them to potentially be resistant to change as RFC is looking to redirect strategy from expansion of new clubs to member retention and existing club growth. Even after these extends of time, studies show that employees have little to no understanding of how their daily jobs apply to RFCs greater strategy, which can impact their actions and what is completed at clubs. Employee goals and performance are too focused on individual job descriptions rather than understanding how each action impacts the conceptual picture of the business to contribute to company strategy and goals. y essay