The document discusses various topics related to customer excellence in the fitness industry. It covers 4 types of customers based on motivation and experience levels. It also discusses the 4 member killers, 5 key marketing questions, and 3 levels of service excellence. Additionally, it provides information on developing comprehensive programming, using technology for communication and booking, creating a 12-week planning cycle, and the 10 rules of success which include starting with the end in mind and establishing goals, motivating members, supporting new customers, and embracing technology.

3. The 4 types of Customer
High
Low
Self
motivation
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

4. The 4 Member Killers:
Lack of interaction
Failure to integrate
Lack of motivation
Failure to achieve

5. The 5 key questions that
MUST be answered in the
marketing process
1. Am I healthy enough to take part?
2. Will I fit in ?
3. Will you make me look stupid ?
4. Will I stick it out and get results
5. Do you deliver results ?

6. The 3 Levels
of Service Excellence
•Consistent
• Intentional
•Non differentiated
• Non Valuable
Level Two
Predictable Experience
• Consistent
• Differentiated
• Valuable
• Inconsistent
• Unintentional
Level three
Branded Experience
Level One
Random Experience
Customer
EXCELLENCE

7. Customer
EXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff

8. 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

9. Social Media
Email
Video
Testimonial
Trial Experiences
Referral obsession
4 & 6 week trials
Group presentations
Prospecting

12. Does it really work ?
• Measure the differences..
• Inch loss
• Weight loss
• Fitness tests
• Heart rate reaction
• Reps & weights
• Usage
• Challenges

13. Presentation ( tour)
• Create visual presentations
• Tell the story :
motivate educate integrate

14. •Sell on service & quality
•Price discounts commitment
•Non contract memberships
•Don’t give the joining fee away
•Fairness & equality
Price presentation

15. Close the sale
Reduce the barrier to entry ...

16. • Money Back Guarentees (14 days )
• Transferable enrolment
• Refundable Joining Fees
• Book the first visit
• Follow up the first visit
Close the sale

17. • Thank you notes
• Thank you emails
• Book the first session
• Book the first follow up call
Finish Strong....

18. Customer
EXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff

19. • Lead generation tactics
• Developments to the fitness services offering
• Monthly Member & Guest day content
• Club events
• Enrolment days for group activity sessions
• Communications timetable & Staff meetings
What to plan?

20. 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

21. Customer
EXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff

22. Developing a Comprehensive
Programming strategy
Five Steps to Success
1. Define a purpose
2. Set a goal
3. Develop a promotional plan
4. Measure the result
5. Promote a follow up Programme***

23. The wheel of
Logical
Progression
Fun
Improvement Achievement
Involvement
InstructionIntroduction

24. Programmes***
• Foundation
• Rituals
• Lessons
• Clinics
• Contests
• Classes
• Seminars
• Tournaments
• Events
• Leagues

25. What could people want ?
• Gym rituals- Abs on the hour
• New members follow up programmes
• Progressive Programme system
• Heart rate training (controlled
programmes)
• Volitional failure resistance programmes
• Individual & Group training opportunities

26. • Specialist Group Programmes
• Physical Assessments
• Personal Progress Measurement
Tracking
• Nutrition Analysis
• Member & Guest Days
• Specific 6 weeks Programmes
What could people want ?

27. • Fitness Education
• Group Holidays
• Internal Challenges
• External Challenges
• Activity Groups
• At home services
• Corporate Wellness Programme
What could people want ?

28. • Mentoring schemes
• Fitness team accountability
• Member & Guest days
• Comprehensive educational journey
Ongoing Support

29. 1. Communication
2. Responsibility
3. Recognition
4. Sociability
5. Commitment
6. Diversification
7. Progression
8. Promotion
9. Reliability
10. Accountability
10 keys to Retention

30. Customer
EXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff

31. Staff
Program
Director
Exercise
Instructor
Advanced
Specialists
Mentors
Programme
Leaders
Strength Nutrition Physio

32. • Customer Relationship Mgt system
• Online booking portal
• Email & SMS
Communicate !

33. •Inform
•Educate
•Survey
•Support
•Celebrate
•Instruct
•Promote
Embrace email &
crm technology

34. Service Presentation
• Create visual presentations
• Tell the story :
motivate educate integrate

47. X 2

49. X 2

51. To finish ...
The 10 Rules of
Success

52. RULE 1
Start with the end
in mind -
Build the story

53. RULE 2
Aim at a target

54. 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

55. RULE 3
Motivate
the members

56. Does it really work ?
• Measure the differences..
• Inch loss
• Weight loss
• Fitness tests
• Heart rate reaction
• Reps & weights
• Usage
• Challenges

57. RULE 4
Support
the new guys

58. RULE 5
Establish 12
week Planning
windows

59. 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

60. RULE 6
Embrace
technology

61. • Customer Relationship Mgt system
• Online booking portal
• Email & SMS
Communicate !

62. RULE 7
Measure
Performance

63. RULE 8
Resource
fitness services

64. RULE 9
Relook at your
functional roles

65. Staff
Program
Director
Exercise
Instructor
Advanced
Specialists
Mentors
Programme
Leaders
Strength Nutrition Physio

66. RULE 10
Motivate the team

67. • 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
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