Creating the Fitness Club Excellence Blueprint
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Creating The Successful Club Excellence Blueprint Duncan Green Director
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The pressures on to change the way fitness clubs function. After 50 years of testing globally, the % of the population who are members of a fitness club ranges from 10 - 24 % depending where you are in the world. If the benefits of fitness are universally acknowledged ( which they are ! ) and hardly anyone takes part - maybe the formula needs a look at ? In this presentation , Green analyses the issues behind running great Fitness Clubs and the problems operators have in improving the membership uptake .
Transcript of Creating the Fitness Club Excellence Blueprint
CreatingThe Successful Club Excellence Blueprint
Duncan GreenDirector
The 3 key financial drivers ....
More Customers
Staying longer
Buying more services
CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
The 6 key features of successful businessprototypes ...........
1. The model provides consistent value to customers, employees, owners , and suppliers BEYOND
their expectation
The 6 key features of successful businessprototypes ...........
2.. The model is operated by people with the lowest possible level of skill necessary to deliver
expectations.
The 6 key features of successful businessprototypes ...........
3. The model is operated and stand out as a place with
impeccable order
The 6 key features of successful businessprototypes ...........
4. All work undertaken within the model is documented in operating
handbooks
The 6 key features of successful businessprototypes ...........
5. The model delivers a uniformly predictable level of service to the
customer ,EVERY TIME !
The 6 key features of successful businessprototypes ...........
6. The model utilizes a uniform colour, uniform and facility code
The 3 concepts behind successful Business Development
Innovation
Quantification
Orchestration
CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
The 4 Member Killers:
Lack of interaction
Failure to integrate
Lack of motivation
Failure to achieve
The wheel of Logical
Progression
Fun
Improvement Achievement
Involvement
InstructionIntroduction
The 4 types of Customer
High
Low
Sel
f m
oti
vati
on
Fitness club experience
High
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• High self -motivation
• Low experience
• High self - motivation
• High experience
• Low self -motivation
• Low experience
• Low self -motivation
• High experience
How do people learn ?learn ?
• 1. Visually - handouts , videos, emails , txts
• 2. Auditory – webinars, audio, instruction , lectures, clinics
• 3. Kinaesthetically – Trials, clinics, sessions
What could people want ?
• Gym rituals- Abs on the hour
• New members follow up programmes
• Specialist Programme Advisors
• Heart rate training (controlled programmes)
• Volitional failure resistance programmes
• Group training (weekly)
• Group Programmes
• Physical Assessment
• Personal Progress Tracking
• Progressive Programme Cards
• Nutrition Analysis
• Chances to bring friends & family
• Specific 6 weeks Programmes
What could people want ?
• Fitness Education
• Group Holidays
• Internal Challenges
• External Challenges
• Activity Groups
• At home services
• Corporate Wellness Programme
What could people want ?
CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
• Cloud based CRM – Key !!• Landing pages and data capture• SMS broadcasting• Online booking & payment • Video & Audio presentations• Email marketing • Unique Fitness Services website • Google adwords Pay per Click • Facebook & Linked in advertising
Embrace technology
• Lead farming•Inform •Educate•Survey•Support •Celebrate•Instruct •Promote
Embrace email
CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
StaffProgram Director
ExerciseInstructor
AdvancedSpecialists
MentorsProgramme
Leaders
Strength Nutrition Physio
CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
7 Step Process 1. Greeting2. Qualification3. Presentation
7 Step Process ( pt 2 )4. Price presentation5. Close 6. Ask for referrals7. Ongoing Support
CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
Period Planning Finalise Brief Review
Jan – March
Oct Nov Dec Feb
April - June
Jan Feb March May
July - Sept
April May June Aug
Oct – Dec July August Sept Nov
The Momentum 12 week planning Cycle
• Lead generation strategy • The fitness & member services offering
• Guest day content – 3rd Thursday Monthly
• Quarterly Reactivation Weeks - Fixed
• Enrolment days for group sessions – Fixed
• Staff meetings – ( Cyclic )
What to plan?
Does it really work ?
• Measure the differences..• Inch loss• Weight loss• Fitness tests • Heart rate reaction • Reps & weights • Usage • Challenges
Social Media Email Video Testimonial Trial Experiences Referral obsession 4 & 6 week trials Group presentations
Prospecting
CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
1. Define a purpose 2. Set a goal 3. Develop a promotional plan4. Measure the result 5. Promote a follow up programme
5 Steps to Programming Success
1. Member trains 1-2 times per week 2. Takes part in a weekly programme3. Forms relationships with other
members 4. Uses the club at similar times each
week5. Knows at least one staff member well
Successful Member Programming ..
CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
Presentation
• Create visual presentations
• Tell the story :
• P.O.S , Re-programmes & Member Days
motivate educate integrate
X 2
• Up sold at POS , Member days and by video embedded in emails.
• Delivered quarterly • 6 week programmes x 2• Heavily supported by a mentor
VIP Mentoring Schemes
The 12 week V.I.P Programme Components
• 6 weekly re-programme sessions
• Ongoing Mentoring support via phone,f2f,email , sms
• Educational support via emails, videos
• 6 weekly Personal Progress pack to measure results
• Discounted Personal Training Services
• Discounted Group Training Programmes (WOW,RMC,TB)
• Online FitnessAge assessments every 12 weeks
• T Shirt Rewards scheme ( 1442, 50 , 100)
• Nutritional support (every 12 weeks )
• Friends and family nomination scheme ( every 12 weeks)
• At home health & fitness services
• Join FREE Business Innovation Network for Health & Fitness, Sports, Leisure on LinkedIn
• Ask for FREE demos of any of the Digital Platforms
• FREE no risk Income share Trial of
TrimBelly
Actions
CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
To finish ...The 10 Rules of
Success
RULE 1Communication
- Invite !
RULE 2 Responsibility
- Take accountability
RULE 3Recognition - Multi level
RULE 4Sociability
-Group is good !
RULE 5 Commitment
- Build a routine
RULE 6Diversification-Keep it varied
Create 12 week planning periods
• January - March -
• April – June
• July – September
• October – December
Period Planning Finalise Brief Review
Jan – March
Oct Nov Dec Feb
April - June
Jan Feb March May
July - Sept
April May June Aug
Oct – Dec July August Sept Nov
The Momentum 12 week planning Cycle
RULE 7Progression
-Keep it moving up
RULE 8Promotion
RULE 9Reliability
- Keep the basics the same
RULE 10Leadership
