We are in the business of

ENTERTAINING

Simon HallFILEX 2009

Introducing the

Entertainer Trainer

•Membership Retention

•Entertainment v Knowledge

•Play and Experiences

•5 Key fundamentals to Build your CAST

Retention...Retention....Retention

•Conference schedules

•Retention Research 2001 and 2006

Dr Merlyn Hillsdon

•2009 AFIS - Ezypay

620 clubs and over 7,000 members

Winning the....

• Creating exercise habits early

• Create belonging

• Education

• Staff engagement

..Retention Battle

2009Australian Fitness Industry

Survey• 620 Australian health &

fitness clubs

• 7,000 active and lapsed club members

• 45% of members Very Satisfied with there club

• 60% of members stay no longer than 12 months

“Some staff need to learn how to smile and be customer friendly. If they don't want to deal with

people then they shouldn't be in their current positions.”

“Interestingly enough, the staff member i signed up with now completely ignores me when i visit the gym - i

guess once she signed me up that was it.”

“I feel that the trainers are not very friendly ,only if they need to sale there personal training to you will

they give you a smile.”

“the majority of the staff members are very welcoming. I have been a member of gyms

around my area before and i found that at XX Club the staff are a lot more welcoming and

friendly”

What are the members saying......

Members Satisfaction

Level

Entertainment V

Knowledge

entertainment

knowledge

entertainment

knowledge

entertainment

knowledge

We can’t throw FISH

FISH Philosophy

PLAY

Make their Day

Choose your ATTITUDE

Be Present

The Experience Economy

absorption

active participation

immersion

passive participation

Building your CAST

Connecting

AccountabilitySelection

Engaging

Education

the Entertainer

Trainer

Selection

• Group interview process

• Group interaction - observe

• Situation - Group Dynamics

• Speed interviews

• Skill quiz

• Trainee Shift

• Walk the floor

Select on Personality not on Knowledge alone

Accountability

• Total understanding of role and expectations

• Detailed work schedule

• Monthly practical skill review

• Meet and Greets

• Show and tell cleaning

Consistent Delivery

Engaging

• Aesthetics - the Playground

• Timetable interaction

• Music

• Theme days

• Staff attitude

• Throw some FISH!!

Your GYM floor must have a PERSONALITY

Education

• Education is KEY

• 4 visit induction✦ 1 - consultation / chat✦ 2 - Program intro✦ 3 - Refresher✦ 4 - Something NEW - GF - PT

• Education material to back up inductions

• Seminars - Muscle Madness

• Monthly Quizzes

Members Drop out because they think they have FAILED

Connecting

• Group activity

• Walking HELP Desk

• Create habits✦ Forever Fit✦ 4 visit Induction

• Challenges

• Social activity

• Moments of Magic

• Meeting points

Members rejoin for the connection

Play

Attitude

Make their DayMake their Day

Be presentBe present AestheticsAesthetics

Entertainment

Escapist

EducationEducation

the

Entertaine

r Trainer

Belonging

EducationEducation

Staff

Create habitsCreate habits

Selection

Engagement

Connection

EducationEducation

one last thing.....

We all know the members can be a handful...