Creating An Interactive Gym Culture that Gets Results
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Creating an interactive gym culture that gets results Marc Jones Group Sales & Fitness Manager Aquaterra Leisure
Transcript of Creating An Interactive Gym Culture that Gets Results
Creating an interactive gym culture that gets results
Marc JonesGroup Sales & Fitness Manager
Aquaterra Leisure
Do you have an interactive culture on the gym floor?
• Do you know how many people your gym team spoke to last week?
• Do you know how effective the conversations they had were?
• Do you know the effect of their interactions on usage, retention and income?
• 2 years ago we didn’t either!!
Results of an interactive gym team
• 365% increase in gym floor interactions• Improve retention by 6 months• High risk customers increase usage from 0-1
visits to 2-3 visits per month • Staff retention• £352k extra income due to interactions
CONNECT affect on retention 2008 joiners
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
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90.00
100.00
0 4 8 12 16 20 24 28 32 36 40 44 48 52
Weeks
% o
f Mem
bers
Stil
l Mem
bers
Interacted With No Interactions
Success path
• Vision• Clarity• Plan• Prioritise• Support
Vision
• What is the end result?• What does this look like?• What does this feel like?• What does this sound like?
Clarity
• Why do I want what I want?• What will that do for me, the staff, the
customer and the company?• Why is this important?• When do I want this?
Planning
• What environment do you need to create to make this happen?
• What skills do you need to make this happen?• What behaviours need to occur to make this
happen?• What do the staff need to believe to make this
happen?
Service standards• always be assisting a customer while there are customers in the
gym• always help customers to move from reasons to results (cause &
effect)• ensure that all customers progress through the whole STEPS
programme• proactively manage their customers to ensure that regular
programme reviews are completed• use every second of free time to interact with customers• say hello and goodbye to every customer they see arrive/leave in
the gym• use the most positive body language at all times• take responsibility for their customers, their gym and themselves• use customers names at every opportunity
Priorities
• Where do you start?• What is most important?• What are the quick wins?• What are the barriers?
Support
• Who do you need on board?• Where do you need to spend your time?• How can you support everyone?• Peer group support
Delivery
• Create an ENVIRONMENT• Develop SKILLS• Encourage BEHAVIOUR• Create a CULTURE
Creating an ENVIRONMENT that delivers results
• Job roles• Connect• Staff to Customer contact• Development and progression
Developing SKILLS to deliver results
• Caring • Interacting• Coaching• Goal setting
Encouraging the BEHAVIOUR needed to deliver the results
• Set targets • Measure & Monitor• League tables• Performance management• Re-enforce behaviour
Develop the CULTURE that delivers results
• Recruitment process • Align staff• Feedback results• Positive communication
