Fitness Leadership and Management Excellence (FLAME) Workshop

PRESENTERS – WHO ARE WE?

Tory Brettell

Over 22 years experience within the Leisure Industry from qualifying as a Physical Training Instructor in the Women's Royal Navy to working as a Group Manager for Whitbread Hotels to managing and supporting 49 Clubs in Europe.

In 2002 my Company, Traffic Health and Fitness was established to offer professional support and advice on all matters relating to operating Health and Fitness and Spa facilities in the UK and overseas. I have worked with a number of private and public Operators as well as writing and delivering the FLAME Awards for 3 consecutive years from 2002 and then more recently assisted with the 2009 Awards.

PRESENTERS – WHO ARE WE?

Rebecca Weissbort

With over 18 years experience in the fitness industry, my experience ranges from ‘shop floor’ instructor and personal trainer through to GM, instructor trainer and assessor, national and european project management and involvement with quality standards within the industry. I am a highly experienced judge for the prestigious FLAME Awards having judged every year since 2006. My first book, The Personal Trainers Handbook, was published in March 2006 by A & C Black.

Fitness Leadership and Management Excellence (FLAME) Workshops

DAYS AGENDA

•FIA•Code of Practice •FLAME Award Process •REPs •Top tips on achieving Excellence in the following areas:

•First impressions•Processes and procedures•Sales•Fitness operations•Member engagement

•How the awards can benefit your business? •Q & A

FITNESS INDUSTRY ASSOCIATION (FIA)

•The FIA is the fitness industry’s trade body

•The FIA have one simple aim: more people | more active | more often

• 4 Key objectives

•100% Representation•Government Delivery Partner –MA4L•Consumer Champion•Olympic Legacy Partner

•FIA’s 20th Anniversary

FITNESS INDUSTRY ASSOCIATION (FIA)

•The FIA represents an industry which comprises over 5,700 sites nationwide

•Staffed by over 200,000 people

•Almost 90% of the population live or work within two miles of a facility – which probably explains why over 1 million consumers walk through our doors every day

•The job of the FIA is to develop activity programmes designed to help every man, woman and child in the UK be more active,  more often

FIA Code of Practice

AIMS• Raise the level of operation throughout all FIA

facilities• Communicate the industry’s commitment to

standards, quality and customer care• Create a quality symbol consumers will recognise

FIA Code of Practice

KEY DATES

• The regulated FIA Code of Practice was introduced from 1 April 2007

• The voluntary FIA Code of Practice will continue until 31 December 2008 when it will cease to exist

• The regulated FIA Code of Practice will be valid for two years after which time the company will need to apply to be reassessed

FIA Code of Practice

• The Code audited by Central YMCA Qualifications• Code Compliant Members must comply with

standards in:o Health and Safetyo Staff Trainingo Customer Care

FIA Code of PracticeHEALTH AND SAFETY• Ensure that minimum legal requirements regarding health and safety

are maintained.STAFF TRAINING• Ensure staff instructing and demonstrating exercise or supervising

swimming pools have achieved a nationally recognised qualification.CUSTOMER CARE• Ensure that on joining the facility customers are aware of the standard

terms and conditions that apply to their membership.• Ensure that any written contracts for members are in accordance with

fair trading laws.• Ensure that all facility members are offered an exercise induction and

a record of each facility user is kept.• Ensure that complaints by customers are acknowledged and that

communication is maintained until the matter is resolved.• Ensure a commitment to complying with the Disability Discrimination

Act 1995/2000.

FIA Code of Practice - Accreditation Process

• Enrolment via FIA• Evaluation for multi site

operators:• 15% of sites up to a max of

20• Compliance valid for two

years• Non-Compliance will

require action points or evaluation of further sites

CLUB/CENTRE VISITSby CYQ

NO

YES

FIA Code of

Practice Certificate

Issued

Company given action points

before approval granted

CYQ receive evidence of

actions completed

Does Company meet Code of

Practice?

EVALUATIONby CYQ

ACCREDITATION

by CYQ

ENROLMENT

via FIA

Does Company meet Code of

Practice?

HOW DID FLAME ORIGINATE?

• Launched in 1995 by BodyLife (Tim Webster)• Objectives• Process – panel of judges• First conference – 500 delegates at the Stratford Moat

House Hotel • Very contested competition for each category

• Club of the Year• Centre of the Year• General Manager• Fitness Manager

• Lifetime Achievement Award (1995) - Harm Tegellars

FLAME Award Process

• Check you fulfill the criteria• Decide your category• For clubs and centres:• Complete the online FLAME questionnaire by 23rd Dec. This

is worth 10% of your total score!• Complete key Data Assessment by 10th Feb. This is worth

15%!• Site Audit will be carried out between 1st March and 10th

May. 40%!• Customer Satisfaction Survey 24th May – 18th June. 35%.• Cost: 415 (315 if less than 1,000 members)

REPS – Recognising Fitness Professionals

• What is REPs?• Independent public register that recognises the qualifications and

expertise of exercise instructors in the UK.

• A system of regulation to ensure instructors and trainers meet the industry’s agreed national occupational standards

• Why is it important?• Provides assurance to consumers, employers and health professions

that registered professionals are appropriately qualified

• Members are bound by a Code of Ethical Practice, hold public liability insurance and continue to meet standards via CPD

• Make sure you manage it well!

TOP TIPS on achieving EXCELLENCE

• First Impressions• Process and Procedures

• SOP’s• Health and Safety standards (policy, risk, COSHH, accident book)• Reports• Meetings

• Sales• Fitness Operations

• Instructors interaction• PAR-Q• Effective timely induction

• Member engagement• Interaction• Notice boards• Newsletters• Surveys• Social activities• Community awareness• Fund Raising• Questionnaires• Emails• Customer Charter

FIRST IMPRESSIONS

When those double doors first open its YOU that’s on stage!’

How long does it take to make a first impression?20-30 seconds

How do we make a good first impression?Smiling, Handshake, Image, Body Language

When do we make a first impression?We are making an impression all the time!

Other people form an impression of you and your abilities, at a subconscious level, within the first minute of seeing you!

Create that WARM Welcome

• There is no second chance at making a spectacular first impression. Those few points of contact become a benchmark for every subsequent impression you make.

• Five points to achieving a warm welcome and a spectacular first impression:

• Always Smile

• Look Professional

• Acknowledge Immediately

• Use Names

• Body Language

Always Smile

A smile is a very contagious thing! Try smiling at your colleagues. This form of expression is a superb way of making a first impression to your members, so start using it!

BUT Remember!

Do not adopt a cheesy grin, make your smile genuine and include eye contact with it, or else you might appear a little loony!!

Look professional (dress to impress)

So you’ve got the smile but do you have the look?

55% of what others learn comes from your appearance and body language. It is so important that you project a positive professional image that will make you proud and others prouder!

• Take pride in your appearance• Make sure your hair and presentation is immaculate• Are you wearing a name badge?• Are your hands & nails clean?• Do you have body odour or bad breath?

Follow these guidelines you will be sure of having an increase of:

Self Esteem!

Self Confidence!

Positive Customer Response!

The way you look reflects what people think of you!

PROCESS AND PROCEDURES

Standard Operational Procedures

Why do you need them?• Best Practice• Motivation and Inspiration• Instil Confidence• Consistency• Guidance• Proven Systems and Techniques• Support and Training Tool• Reference and Information

PROCESS AND PROCEDURES

Standard Operational Procedures

What should be included?• Comprehensive Index• ALL Departmental

standards of operations• Diagrams and photos if

possible• A question and answer

bank

OPERATIONS FITNESS STUDIO

Q1 What are the main rules for using the gym?

Q2 How often should a safety check be carried out?

Q3 As a member of the Fitness Team what must you look and inspect for when carrying out the weekly Fitness Suite Equipment Checklist?

Q4 What 3 things must the fitness team always give tips to members on?

Q5 What are the 4 main things to do when giving an induction?

PROCESS AND PROCEDURES

Health and Safety

• H & S Manual• H&S Policy up to date/displayed to staff/in H&S

Manual• Risk Assessments/regular reviews

• COSHH/training/change of chemicals• Accident Book/recording and follow up

• First Aid Box/contents

PROCESS AND PROCEDURESReports

Only measure it if you are going to use it!Examples:• Profit and loss• Budget• Membership (incoming members and attrition)• Weekly, Monthly and Annual by Department/Club• Guests/Traffic flow• Stock Control• Head Count: Swimming pool/Gym• Usage• Staff : Joiners and leavers

PROCESS AND PROCEDURESMeetings

Communication within your team is key!• Have regular meetings/calendar and forecast• Agenda• Record/minutes• Distribute to all attendees• Follow up

SALES AND RETENTION! Why is SALES and RETENTION so important?

• Meeting membership sales targets is essential for the success of your Club/Centre

• Retention of members is paramount to support your Club/Centre’s income and profile

• And how about this fact…typically of your Centre: Over 35%+ financial turnover comes from Membership sales!

• Club: Over 80%+ financial turnover comes from Membership sales!

SALES AND RETENTION! Membership Retention

The key to retention• We need to Motivate our members• We need them to get measurable results• We need to provide great service• We need high standards in our facilities• We need to be conscious of the competition• We need to keep our members setting and achieving

goals• Remember people leave facilities they don’t leave

friends

SALES AND RETENTION! Membership Attrition/Leavers Expected Levels

• 3-4 % per month is the industry average

• This equates to 36-48% per year

• Clearly this has a huge impact on the business

SALES AND RETENTION! The Sales Manual

Why do you need a Sales Manual?

• Best Practice• Motivation and Inspiration• Instil Confidence• Consistency• Guidance• Proven Systems and Techniques• Support and Training Tool• Reference and Information

SALES AND RETENTION! The Sales Manual

What should be included in a Sales Manual?

• Staffing • Training• Must Do Procedures• Sales Techniques• Telephone Enquiries• Overcoming Objections• Handling Difficult Customers• Marketing Promotions

SALES AND RETENTION! Managers Must Do’s

• Meet with the sales team every Monday• Set weekly action plan and targets• Monitor sales rota each week• Recommended sales cover – dedicated• Ensure your team sets a plan – appointments• Work closely with the Monthly Sales Plan• Monitor the Sales Records• Receive the Daily Sales Target Update• Ask daily on arrival actual sales against target

SALES AND RETENTION! Team Activity

Producing a Sensational Sales System

• Telephone System• Walk ins – reception / sales desk• Motivating the team• Ownership• The Tour• The Welcome Pack• Managing the process• A comprehensive filing system

• A-Z Live membership files• Dead files

SALES AND RETENTION! Audit

Mystery Shop Audit:

• Identifies strengths and development areas within the business

• Helps to improve Sales techniques of individuals• Training and development Document• Focus on completion of paperwork• Communication skills; listening, body language,

confidence, product knowledge• Keeps you on your toes!

FITNESS

• Interactive Instructing• PAR-Q or not!• Fitness programmes and management of process• Effective timely inductions• Clean and organised environment• Notice boards and communication• Consistency – do it right, with every member!

FITNESSInteractive Instructor

• We need all gym staff to interact professionally with gym users

• Professional greeting• Firm confident handshake• Eye contact• Smile• Introduce self• Use name• Have an ‘in’• Upbeat!

• Name memory tips• Check it• Repeat internally and then externally• Use the name game!• Use a notebook• Check on computer or programme card• Do regular name checks• Prioritise!

FITNESSInteractive Instructor

• How to spot a 60%er• Gym environment• Instructor profiles• Types of contact• Offer fantastic service – sounds simple!• Moments of Truth

• Good service we tell 4 others• Bad service we tell 12 others• Well recovered service we tell 17 others• What must be in place for good recovery to happen?

• Create rapport:• Learn to listen• Seek first to understand• Find common ground• Think about body language and positioning• What do you say after hi?

FITNESS

Fitness programmes and management of process:• Effective timely inductions• Everything should be recorded and traceable• Does everyone get offered one?• And what happens next……………………?• Systems are good, but they must be used!• Why do we need to manage this consistently and

ongoingly?

FITNESS

PAR-Q

Why is it important?

What do you do with the information?

How is it used?

Where is it stored?

FITNESSClean and organised environment• Why is it so important and why do we get it so

wrong?• Is it really clean?• Make it welcoming for ALL gym users

• Zoning• Privacy• Space• Mirrors

FITNESS

Notice boards and communication• Relevant information• Well presented• Up to date• Consistent message• What other lines of communication do you have and

are they used efficiently?

MEMBERS ENGAGEMENT• Member interaction• Notice boards• Newsletters• Surveys• Social activities• Community awareness• Fund Raising• Questionnaires• Emails• Customer charter

BENEFITS YOUR BUSINESS• A recognised National Industry Award• Staff feel motivated and FANTASTIC• Display to members, guests, staff, shareholders and

stakeholders the award• Community awareness for best practice• Raising your profile internally and externally• Gives a ‘path’ for improvement and development

FINALLY–QUESTIONS AND ANSWERS

You all know your own strengths and your development areas – So all we say is….Work on it !

Make every day a rewarding one! Good Luck!