Category: Businesses

Change and Challenge. Part 5

New programs

Clubs are beginning to focus more on providing the types of services that are in demand from a wider market, such as seniors and children, and moving away from the industry’s traditional approach of appealing to the “already interested.” Read more

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Change and Challenge. Part 4

Technology

More than ever, clubs are beginning to address attrition issues through increased use of technology. A growing number of clubs are using computers to check members in, as well as to increase their marketing efforts by tracking items such as the time of day members use the facility, or types of services used most. Read more

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Change and Challenge. Part 3

Training

“This is an industry with a 40-percent attrition rate per year or higher,” says Michael Scott Scudder, veteran consultant and president of Fitness Focus, Woodstock, N.Y. Scudder says the key issue in addressing the customer retention issue, is training. Not only for customer retention, but for profitability in general, club managers are increasingly being called upon to conduct training for their staff members. Read more

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Change and Challenge. Part 2

Member services and programs

Buyer’s remorse may be combatted by stepping up services to new members. Clubs can build post-purchase reassurance by offering free personal training or fitness consulting within the first three months of a new membership. After clearing that first hurdle, however, customer service efforts should continue while staff determines member needs and expectations. Read more

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Change and Challenge. Part 1

s much as the fitness industry continues to evolve, the major problems seem to remain the same. While this may be discouraging to some, those who run their businesses successfully know that it’s the approach to those problems that matters. As we settle into the New Year, the industry finds itself grappling with the same challenge it has for years — keeping members from walking out the door. Read more

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