Creating the Fitness Club Excellence Blueprint
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This document provides guidance on creating a successful fitness club through excellence in customer management. It outlines key drivers like increasing membership, retention, and services purchased. Six features of successful business models are described, focusing on consistency, low-skill operations, order, documentation, predictable service, and uniform branding. Customer excellence is achieved through strategic planning, effective programming, marketing, technology usage, and staff training. Regular periodic planning and review helps maintain momentum. The ten rules of success emphasize communication, responsibility, recognition, sociability, commitment, diversification, progression, promotion, reliability and leadership.
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Creating the Fitness Club Excellence Blueprint
- 1. Creating The Successful Club Excellence Blueprint Duncan Green Director
- 2. The 3 key financial drivers .... More Customers Staying longer Buying more services
- 5. The 6 key features of successful business prototypes ........... 1. The model provides consistent value to customers, employees, owners , and suppliers BEYOND their expectation
- 6. The 6 key features of successful business prototypes ........... 2.. The model is operated by people with the lowest possible level of skill necessary to deliver expectations.
- 7. The 6 key features of successful business prototypes ........... 3. The model is operated and stand out as a place with impeccable order
- 8. The 6 key features of successful business prototypes ........... 4. All work undertaken within the model is documented in operating handbooks
- 9. The 6 key features of successful business prototypes ........... 5. The model delivers a uniformly predictable level of service to the customer ,EVERY TIME !
- 10. The 6 key features of successful business prototypes ........... 6. The model utilizes a uniform colour, uniform and facility code
- 11. The 3 concepts behind successful Business Development Innovation Quantification Orchestration
- 13. The 4 Member Killers: Lack of interaction Failure to integrate Lack of motivation Failure to achieve
- 14. The wheel of Logical Progression Fun Improvement Achievement Involvement InstructionIntroduction
- 15. The 4 types of Customer High Low Self motivation Fitness club experience High 32 41 • High self -motivation • Low experience • High self - motivation • High experience • Low self -motivation • Low experience • Low self -motivation • High experience
- 16. How do people learn ?learn ? • 1. Visually - handouts , videos, emails , txts • 2. Auditory – webinars, audio, instruction , lectures, clinics • 3. Kinaesthetically – Trials, clinics, sessions
- 17. 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)
- 18. • 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 ?
- 19. • Fitness Education • Group Holidays • Internal Challenges • External Challenges • Activity Groups • At home services • Corporate Wellness Programme What could people want ?
- 21. • 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
- 28. 7 Step Process 1. Greeting 2. Qualification 3. Presentation
- 29. 7 Step Process ( pt 2 ) 4. Price presentation 5. Close 6. Ask for referrals 7. Ongoing Support
- 31. 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
- 32. • 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?
- 33. Does it really work ? • Measure the differences.. • Inch loss • Weight loss • Fitness tests • Heart rate reaction • Reps & weights • Usage • Challenges
- 34. Social Media Email Video Testimonial Trial Experiences Referral obsession 4 & 6 week trials Group presentations Prospecting
- 36. 1. Define a purpose 2. Set a goal 3. Develop a promotional plan 4. Measure the result 5. Promote a follow up programme 5 Steps to Programming Success
- 37. 1. Member trains 1-2 times per week 2. Takes part in a weekly programme 3. Forms relationships with other members 4. Uses the club at similar times each week 5. Knows at least one staff member well Successful Member Programming ..
- 39. Presentation • Create visual presentations • Tell the story : • P.O.S , Re-programmes & Member Days motivate educate integrate
- 44. X 2
- 48. • 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
- 49. 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
- 53. • 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
- 55. To finish ... The 10 Rules of Success
- 57. RULE 2 Responsibility - Take accountability
- 58. RULE 3 Recognition - Multi level
- 59. RULE 4 Sociability -Group is good !
- 60. RULE 5 Commitment - Build a routine
- 61. RULE 6 Diversification -Keep it varied
- 62. 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
- 63. RULE 7 Progression -Keep it moving up
- 64. RULE 8 Promotion
- 65. RULE 9 Reliability - Keep the basics the same