Creating the Fitness Club Excellence Blueprint
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Transcript of Creating the Fitness Club Excellence Blueprint
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CreatingThe Successful Club Excellence Blueprint
Duncan GreenDirector
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The 3 key financial drivers ....
More Customers
Staying longer
Buying more services
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CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
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The 6 key features of successful businessprototypes ...........
1. The model provides consistent value to customers, employees, owners , and suppliers BEYOND
their expectation
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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.
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The 6 key features of successful businessprototypes ...........
3. The model is operated and stand out as a place with
impeccable order
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The 6 key features of successful businessprototypes ...........
4. All work undertaken within the model is documented in operating
handbooks
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The 6 key features of successful businessprototypes ...........
5. The model delivers a uniformly predictable level of service to the
customer ,EVERY TIME !
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The 6 key features of successful businessprototypes ...........
6. The model utilizes a uniform colour, uniform and facility code
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The 3 concepts behind successful Business Development
Innovation
Quantification
Orchestration
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CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
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The 4 Member Killers:
Lack of interaction
Failure to integrate
Lack of motivation
Failure to achieve
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The wheel of Logical
Progression
Fun
Improvement Achievement
Involvement
InstructionIntroduction
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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
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How do people learn ?learn ?
• 1. Visually - handouts , videos, emails , txts
• 2. Auditory – webinars, audio, instruction , lectures, clinics
• 3. Kinaesthetically – Trials, clinics, sessions
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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)
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• 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 ?
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• Fitness Education
• Group Holidays
• Internal Challenges
• External Challenges
• Activity Groups
• At home services
• Corporate Wellness Programme
What could people want ?
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CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
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• 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
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• Lead farming•Inform •Educate•Survey•Support •Celebrate•Instruct •Promote
Embrace email
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CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
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StaffProgram Director
ExerciseInstructor
AdvancedSpecialists
MentorsProgramme
Leaders
Strength Nutrition Physio
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CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
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7 Step Process 1. Greeting2. Qualification3. Presentation
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7 Step Process ( pt 2 )4. Price presentation5. Close 6. Ask for referrals7. Ongoing Support
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CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
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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
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• 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?
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Does it really work ?
• Measure the differences..• Inch loss• Weight loss• Fitness tests • Heart rate reaction • Reps & weights • Usage • Challenges
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Social Media Email Video Testimonial Trial Experiences Referral obsession 4 & 6 week trials Group presentations
Prospecting
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CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
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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
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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 ..
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CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
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Presentation
• Create visual presentations
• Tell the story :
• P.O.S , Re-programmes & Member Days
motivate educate integrate
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X 2
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• 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
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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
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• 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
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CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
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To finish ...The 10 Rules of
Success
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RULE 1Communication
- Invite !
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RULE 2 Responsibility
- Take accountability
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RULE 3Recognition - Multi level
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RULE 4Sociability
-Group is good !
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RULE 5 Commitment
- Build a routine
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RULE 6Diversification-Keep it varied
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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
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RULE 7Progression
-Keep it moving up
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RULE 8Promotion
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RULE 9Reliability
- Keep the basics the same
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RULE 10Leadership