I often talk about member appreciation parties, making your gym a place people want to hang out, and creating an experience for club members and guests. Well, this weekend the big game should provide an awesome opportunity to do all the above. Besides, I’m always looking for an excuse to raise a RUCKUS!!!

Have a Super bowl Party at your gym. Even if the  club closes early on Sunday you can do a Pregame Tailgate theme. Invite everybody members, community partners, family and let them bring guests, provide food and drink, Show all the pregame coverage on the TV’s, Have some Football related games set up like a Football Tire Toss or Speed Drills do a full Combine program, have activities for the kids like face painting or flag football  just make the environment fun and interactive. Do a special bonus for bringing in a Friend to join, offer a big discount on Personal Training  packages or massage for people who wear there favorite team apparel. Anyone who guesses the final score get a free month. Do a betting pool.

The VMG jury is split pretty evenly. I’d like to see the Saints take it as an NFC guy. While others are Peyton Fans. ….. Strangely, Curtis has the e Mizzou Tigers winning by a field goal in OT

Anywho, just make the event SUPER!  Heck most of our clubs have a ton of TV’s so if people don’t have plans invite them in for a SUPER SIZE Workout and consider keeping the club open for the game. Just get creative!

Remember, while we would all  love to sell a ton of memberships  that’s not the point.  Build member relationships,  get a little more exposure,  and like I said have some fun.

Make it Happen!    Go NAWLINS!

-Frank

The Health Club Pro

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Now playing: Beastie Boys - Fight for Your Right (to Party)
via FoxyTunes

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As an avid fan of Seth Godin I was super excited to find out about his new book Linchpin. I was able to catch an interview and  not surprisingly Seth delivered the goods.  Without even having the chance to read the book yet the thing that I immediately took hold of was one idea that Seth mentioned about the book .

I hope Seth doesn’t mind me stealing a little of  his thunder by revealing a chapter in the book I think he  called Fearless, Reckless or Feckless. Heck, maybe he’ll even thank me for recommending his book.  Either way I highly recommend of all his work. This guy is one of the best.

Now enough of the brown-nosing let’s get on with it.

This idea of  doing things out of the norm and leaving the comfort of  traditional ideas is just 1 topic in the book but it spoke to me. While some nuggets of wisdom must be digested,  incubated, and then take shape or executed over a period of time. This idea was different.  It immediately sparked a new vision for myself, our company direction,  and hopefully those gym owners who heed this advice.

We cannot continue to conduct our fitness business or any endeavor we want to stand out as usual. We must become indispensable but in a way that makes people feel they are missing something if they are not apart of what we have going on. We must become a little crazy to thrive in today’s ultra competitive health club landscape. Companies and people succeed more and more by leaving the conformist mindset and the shackles of status quo.

Taking chances, standing out from the crowd, and causing a ruckus now more than ever elicits the type of response we want and need.

People have a desire to be part of whats going on, the latest thing,  a little or a lot different from the regular. Perhaps it’s the celebrity disease, the rumor mill, or the shocking expose that folks now thrive on socially, Devoteing hours of their day to TMZ or US Magazine? Perhaps we need some tabloid exploits in our professional life as well.

Consider this a warning, an announcement, and a suggestion. the way we play the fitness club  game  has changed boys and girls how are things going to be different from now on? What kind of outrageous antics can we pull in our club business worlds to capture the attention of the people.What will we do to become indispensable? What can you provide that people crave.

Tell you what. Let me read Seth’s book; learn some secrets and we’ll figure out how to apply this new mindset together.

I hope that my ability to get this stuff in front of you is reason enough to consider the tools  we provide a linchpin (A central cohesive element) that helps guarantee your clubs success.

Oh and visit Seth on the web @ www.sethgodin.com and buy some stuff

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Gym Owners often describe  member retention strategies in terms of the services they offer and how they collect dues. Although it is important to offer services and programs that benefit members, and to collect membership dues efficiently and ensure positive cash flow, these alone do not encompass effective retention strategies.

Other clubs describe their retention strategy as using creative applications to
collect delinquent member dues.  Some of the more popular methods I hear about include:

• Constant reminders to members that it s time for renewal

• Send out invoices as early as the ninth month of membership

• Have staff contact members whose renewal dates are 30-60 days out

• Send out monthly invoices to members who are 30, 60, 90 or 120 days delinquent

• Threaten members about potentially lost opportunities if their renewals are not received (e.g., upcoming  deadline, special offers or events, higher non-member fees for participation)

Creative dues collection consumes more resources (e.g., time, money, and people) at a time when the efforts are least effective. Member retention strategies are not based on reactive activities and additional paperwork.

Use the following Member Retention Scorecard to evaluate how well you use proactive strategies to retain members.

The Member Retention Scorecard

Use the Scorecard below to rate your performance for using each retention strategy. Calculate your Overall Retention Score by adding up the values for all strategies. Write your score in the bottom row provided and compare your score to the ratings below.

Retention Performance Score
On a scale of  1 – 4, with 1 being lowest and 4 the highest, rate how well your organization uses each retention strategy.

1 = Are you kidding?
2 = It’s hit or miss
3 = Yea, for the most part
4  = Absolutely

1. Do you manage baseline info about your members(e.g., specific groups, profiles, retention rates)?
2. Do you know the expectations and interests of new members who join?
3. Do you contact and follow up with new members on a regular basis throughout their first year to ensure expectations are being met?
4. Do you contact all existing members regularly to learn how you’re meeting their expectations?
5. Do you communicate your strategic plan to members (e.g., goals, strategies and accomplishments)?
6. Do you use two-way communication venues to share information and collect member feedback?
7. Do you collect and review ‘member intelligence’ (i.e., inquiries, needs, feedback, activities)?
8. Do you help members connect with others, form alliances and participate in your ‘community?’
9. Do you reward members for their loyalty: for giving feedback, referring others and renewing?
10. Do you recognize your best members and provide special opportunities to show your appreciation?
11. Do you periodically modify your benefits to align with your members’ current and evolving needs?
12. Do you have a formal retention plan in place, with written procedures and action plans to implement?

Overall Retention Score: ______

WHAT YOUR RATING MEANS:
43 - 48 points: You’re doing great,  Keep it up.
42 – 36 points: You’re implementing some retention strategies and should use them consistently.
35 – 26 points: You’re spending more resources to recruit members than to retain them.
25 or less points: You’re losing members faster than you can recruit them. Take quick action now!

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I’ve overheard women say they feel as though they become invisible after they reach a certain age.

First, I unequivocally disagree there is something very attractive about a mature woman that knows she has a  lot to offer.

Not the point here!

Let’s just say that if  your  health club is blind to middle-aged women, then you  are missing out on some of your gyms most attractive members(in terms of decisions to purchase, earning  money, more aggressive shopping  habits)

Women ages 44-65 are the largest demographic group, and their coming dominance is  historic shift. They are part of the new consumer majority, the only adult market with realistic prospects for significant sales growth according to David
Wolfe and Robert Synder, authors of Ageless Marketing who call boomer women “the sweetest of sweet
spots for marketers.” This year, the 55 plus demographic will increase 21% and the 55-64 segment will
increase 47% while the 18-44 will decrease 1%.Huh maybe we should consider turning down the Metallica after all or does your mom really like that new Disturbed song.

SO,  if you’re clubs marketing, facility atmosphere and service offerings aren’t targeting this group of women you are missing the boat.

Boomer women are the wealthiest demographic. Women make 83% of all consumer purchases (health
care 80%, cars 68%, vacations 92%, home furnishings 94%, bank accounts 89%). Women own more than 40%
of the nation’s small businesses employing 35% more people in the US alone than the Fortune 500
companies do worldwide. Business of the week opportunities anyone?

Take a look around the gym. What do you see?

If you are like most clubs you see a lot of ladies. Ironically,  this is probably in spite of anything you are doing. So if you shift some of your marketing, promotions, programming, pro-shop offerings and services to cater to the majority of the buyers would you be better off?

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I’ve had a lot of requests from gym owners in regards to the structure or  most profitable way to run a Personal Training program. HECK, I wish there was a sure-fire way to achieve optimal results in every facet of the health club business.

Of course then there wouldn’t be a need for guys like me.

The reality is there isn’t one right way.  Many factors determine the success of any endeavor. That said, I will atempt to give you the foundations of strong PT  program . These are the essential elements to any successful fitness business with a PT offering

Then throw some other ideas at you that might shake some life into your gyms PT program.

SO HERE IS THE MUST HAVE LIST!

1. Only employee trainers with nationally recognized certification (not online B.S.)
2. Have a sales oriented Training director
3. Everyone is offered complimentary training session (Old and new members alike)
4. Once someone signs a membership set a PT consult immediately
5. Personal Trainers have to be visible on the floor
6. Employee both male and female, various aged trainers with diverse specialties
7. Make sure Personal trainers are helpful but, not overbearing
8. Offer specials to get non-participants going
9. Have a variety of PT services (1 on 1, Group, sport-specific, 1/2 hr, Hr)
10. Make sure prices are consistent with other gyms and Training studios in your  market

Now,  if you have all these things in place here’s 5 items to try

1. Try a quick start 3-6 session package at a low introductory rate.
2. Present a monthly Results membership option that includes PT sessions as part of a premium price membership
3. Boot Camps and TRX training attracts a different clientele who may not normally pay for regular training
4. Give PT sessions as Referral rewards
5. Couples Training(Great for February)

There is no reason you should not  have a thriving Personal Training program but, as most of you realize profits don’t just happen. It takes work, some thought, creativity and tweaking. Try new things and test new ideas to maximize results. Kind of like a good workout program developed by a professional trainer.

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Get your mind out of the gutter It’s not what you think.

Nope, I was cleaning out my trunk last night and found a useful tool, an old friend and a goofy prop that I’ve called on many times to help me sell a membership.

See if this scenario sounds familiar. Sometimes in the heat of the negotiation process we need to lighten things up a little. Keep in mind once a prospect raises the wall o’ defense it can be hard to get through. That was always the nice thing about the T.O.(Take Over by manager process) although admittedly this practice can backfire and many folks know what you’re doing these days. An alternative is to T.O. yourself by using a goofy prop or technique, redirect focus then start over fresh.

The easiest way to do this is when you notice things getting tense and whatever you say being ignored sit back and loosen up. This is when I called in the big guns er. CALCULATOR

I had the biggest one you’ve ever seen. It was ridiculous and as soon as folks saw it they couldn’t help but laugh no matter how hot they were at me for not letting them walk on a couple of I need to think about it’s.  I got it at some flea market for like 3 bucks and it made me a ton in commissions. After volleying back objections and rebuttals when the time was right I’d finally lean back, sigh, and  say lets look at the numbers I’d reach in my drawer and bang out comes the behemoth. Then the laughter starts the mood is eased and you really can get back to business and accomplish something you never would have once the prospect had closed off to you.

Is it gimmicky you bet ya and it works! Whats the old saying WHATEVER IT TAKES!

WELL………

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Guess what gang, Contrary to popular belief people are still purchasing memberships this January. Although they are more savvy, more price conscious, and not as quick to pull the trigger as in years past.

Make sure your salespeople are not taking shortcuts that sometimes crop-up during high volume feeding frenzy that was January past. When you see a lot of people there can be a tendency to rush the process. DON’T!

Treat the prospect as if they are the only person you will see all day.

1. Get guest contact info (Just in case)
2. Take time to build rapport
3. Find hot buttons by asking questions  identifying needs and wants
4. Give a complete benefits based tour
5. Trial Close (Does the club have everything you need?)
6. Present programs in an easy to understand format
7. Overcome concerns(everybody has them)
8. Re-close(ask for order)
9. Get Referrals(boost the numbers)

If you’ve followed this blog for any amount of time this stuff may seem basic and it is . That said, usually the basics are the first things to go when salespeople think they have gotten too slick to follow a plan or there is a ton of traffic and they get sloppy. Get back to the techniques that produced the results which convinced them they were good in the first place.

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With January 2010 underway I’m sure most of your health clubs are experiencing a bit of a revival. New prospects are banging down your door and all of the sudden people you haven’t seen in months are coming out of the woodwork. We love the extra activity and certainly all  smart owners and operators out there are capitalizing on the increase in the gyms activity to help bolster up your clubs profit centers, training, pro-shop sales, boot camps,  massage and other revenue drivers. Any area where we can up sell  should  be on overdrive.

However, with all the excitement there is another advantage to the increased population in our clubs that I don’t want you to overlook. This often missed opportunity is something that will pay dividends all year long and beyond. SO in addition to selling a bunch of stuff to all these people running around your club make sure you have an easy way for the members we are servicing to voice their opinions.

Comment boxes, surveys, and member interviews are great ways to get the straight dope on what people think about your club. What direction the gyms programming should head, what services club members really want, and how well the members feel they are treated by your staff. By harnessing the power of this information and using it to improve and evolve  your fitness facility every January will be better than the next. Now with all the extra input there is never a better time to get the widest array of  input and USE IT ! Don’t take members comments lightly if you don’t respond to customers wants they will find someone that will.

For even more advice on how to improve your club and make the most out of 2010 why not check out what the experts are saying at GymSuccess.com

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Hope everyone had a great holiday. I know some of you are still getting geared up for the party on New Years Eve however,  January is fast approaching  in the health club business. We all need a plan to cash in on some of the biggest  months in the fitness industry. Here’s a checklist for you evaluate your preparedness.

1. Is your 1st quarter gym marketing plan ready to execute? (Do you have a results-oriented message and gym promotion schedule  that’s been tested and  guaranteed to deliver tons of memberships for the next 3 months and beyond)
2. Do you have effective health club management systems in place? (club operations are always smoother with proven systems)
3. Is the gym staffed adequately? (Is there awell-trained reception staff & strong membership sales team, Sales oriented PT Director)
4. What are your member retention activities ( keep people on board after resolution fever wears off)
5. Can you capitalize on the additional membership activity in the club?(capture new revenue streams through boot camps, PT, Nutrition counseling , Kids Programing, Tanning, Smoking Cessation,Massage,ECT
6. Is there a plan for the 2nd quarter in your fitness business?( Don’t get caught off-guard by the rush there’s still 9 months left)

If you answered YES to all 6 of these questions then Congratulations! you’ve been paying attention and best of all  You should have a banner year in 2010.

If not, where have you been …….Uh ohh you better get cracking!

If you need assistance putting your gyms marketing plan in place , developing effective club management systems, honing your membership sales-team and staff skills, and finally maximizing your health clubs profit potential for the upcoming year YOU should get some help as quickly as possible or you will miss out!

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