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

32

41

• 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