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Hedgehog Concept Ltd
Hedgehog Concept Ltd
Hedgehog Concept Ltd
Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

features

Statistics: Is the gym safe?

IHRSA’s Kristen Walsh gets a briefing from Blair McHaney on how operators can use gym member insight to inform reopening decisions and practices

Published in Health Club Management 2020 issue 6
Use the free survey tool: 
www.HCMmag.com/MXMsurvey / Jacob Lund/shutterstock
Use the free survey tool: www.HCMmag.com/MXMsurvey / Jacob Lund/shutterstock
You may think you're succeeding, but you won’t really know until you hear it from your customers.

As the world moves out of lockdown, a few developments seem inevitable: there’s a likelihood of a resurgence of the virus, the return to normal will require the creation of a vaccine, and the resurrection of the economy will be gradual and challenging.

Members whose clubs have reopened, or individuals who – in ordinary times – would be considered prospects, will have concerns. Some are out of the exercise habit, others will have become comfortable with at-home workouts, perhaps some will have suffered financial setbacks. Many, given the uncertainty, will have adopted a wait-and-see attitude about new commitments of any sort.

But the number one question is undoubtedly, is it safe to make use of a club? And the number one imperative is to ensure it is.

A data-driven strategy
Few people know this better than Blair McHaney, a 40 year industry veteran and owner of two WORX (workout prescription) fitness facilities in Washington State, US. McHaney is also founder and CEO of Member Experience Metrics (MXM), a research, consulting and educational firm.

MXM is a corporate partner of Medallia, the customer experience management software supplier that works with companies such as Airbnb and Mercedes. MXM uses Medallia’s technology in its consultancy work with its 700 client clubs.

McHaney also employs Medallia in his own facilities to design data-driven member-experiences. “We practice what we preach in our own clubs,” he says. “Our clubs are our laboratories.”

Medallia SaaS platform
The Medallia SaaS platform allows users to establish in broad terms how gym members feel, and what they’re thinking, about their club. What do they like or dislike? What would they like more, or less, of? What issues are they concerned about?

That information is put in the hands of owners, managers and front-line staff to drive improvements.

“Understanding your members’ concerns is essential to your reopening success,” says McHaney. “One of a club’s most valuable assets, as we come out of this crisis, is hearing the ‘voice’ of the consumer. If that’s not a leading indicator of what’s happening in your club, you’re flying in a thick fog without instruments.

“Club operators should be listening to their customers, doing their best to improve operations, and monitoring feedback to anticipate and exceed their new expectations,” he says. “You can’t market your way out of the pandemic. You can only behave your way out of it.”

Customer insight
Since April, MXM has been using a lockdown survey system – a combination of two surveys that encompass the lockdown and startup phases of clubs’ reinvention – and using this to support the two WORX gyms, MXM clients and also the wider fitness industry.

The system (details at the end), enables operators to add their own logo, incorporate it into an email, send this out to their members and then use the reporting and analytics provided by MXM to mine the data for insights about member attitudes and behaviours.

The picture that emerges provides a guide to what clubs have to do to gain (or regain) the trust and business of members and prospects. Find out more at www.HCMmag.com/MXMsurvey.

What’s being learned
As facilities worldwide reopen, it’s clear customers will judge whether re-launched businesses sink or swim. “You need to communicate and to convince, through your daily operations,” says McHaney. “You may think you’re succeeding, but you won’t really know until you hear it from your customers.”

Five steps to safety
Based on member feedback, McHaney has developed a template, called Five Steps to Safety, that operators can draw on when formulating their reopening plans
Blair McHaney
1. Encourage every member to roll up their sleeves and clean

Do everything possible to make it simple for members to police themselves when it comes to cleanliness and responsible behavior. Do your members know what’s expected of them? Rules and regulations should be specific and easy to understand and implement. If there’s a violation, there should be a clear and well-defined follow-up policy.

2 Ensure every member of staff is a compliance ambassador

“Two factors critical in driving customer loyalty are cleanliness and staff friendliness,” says McHaney.

“You have to teach staff to be compliance ambassadors, in order to sustain cleaning practices, while remaining courteous. Club operators need to set and enforce clear standards for performance, while maintaining a delicate balance.”

3 Distribute cleaning substances widely (and keep them full)

This is one of those issues that needs to be revisited regularly on the basis of member comments or surveys. “You think you have enough spray bottles or sani-wipe dispensers out there, but then you get feedback saying, ‘It’s too hard to find a spray bottle,’” observes McHaney. “You think, ‘I was sure 50 was more than enough,’ but your scores are soft on this, while the edge on member’s voices are hard.”

Once, while reviewing his research, McHaney found one word kept surfacing. “The word ‘empty’ started to appear a lot,” he recalls. “It was a revelation. Not only do you need wipes, towels and cleansers; you also need to make sure containers are never, ever empty. It only needs to happen once and people remember.”

4. Be generous with the hand sanitiser

Battery-powered sanitiser dispensers should be available both outside and inside the main entrances, in locker rooms and in high-touch areas. Other tools for minimising contact and contamination include battery-operated soap dispensers; automatic doors and foot and forearm door openers.

MXM’s data indicates that making hand sanitising easy is critical to members’ likelihood-to-return. “You don’t have to have hand sanitiser stations everywhere,” says McHaney. “You could, for example, distribute hand sanitising bottles with your club’s logo on them, which members can refill as needed.”

5. Educate, market, and advertise

Make sure members know in detail all you’re doing to keep them safe: “You’d better be good at communicating that you’re best-in-class at doing this,“ says McHaney.

Signage and well-informed staff should inform customers about the importance, and benefits, of the club’s new operating procedures. Videos explaining and extolling its behind-the-scenes practices to guarantee member safety should also be prominent on the club’s website and social media pages.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Jacob Lund/shutterstock
Jacob Lund/shutterstock
http://www.leisureopportunities.com/images/2020/680279_389340.jpg
'You may think you're succeeding, but you won't really know until you hear it from your customers' – Blair McHaney
Blair McHaney, IHRSA, Kristen Walsh,customer insight, reopening gyms
People
If you don’t have a hybrid digital/ physical model, you won’t survive
People
The pandemic has sped up our progress towards the strategy we’d outlined – to become a coaching company that happens to have clubs and support people in achieving their goals, wherever they choose to work out
People
HCM people

Debra Wein

founder and CEO, Wellness Workdays
I’ve always felt that if individuals had more education and understanding of nutrition and healthy lifestyle principles, we could literally change lives
Features
US stats
52 per cent of members who work out at least 12 times a month said they were ‘very likely’ to return
Features
FIBO Awards
Although the show has been rescheduled, the six winners of the FIBO Innovation and Trend Awards 2020 have still been announced. We take a look at the companies whose developments help motivate people to live healthier lives
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Sponsored briefing
Active IQ has partnered with leading experts at Nuffield Health who, alongside its chief medical advisor, Dr Dane Vishnubala, have created a new Level 3 Diploma in Working with People with Long-term Conditions
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Immunity
Finding the best ways to boost immunity using exercise has never been more important. Two fitness equipment developers have taken up the challenge, with protocols that assist in strengthening the body’s defences
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The way I see it
As Technogym launches its new virtual and on-demand services, Francesco Arlotti, head of digital solutions, shares his thoughts with HCM
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Insight
As some of the UK’s top gym operators unveil their reopening videos, insight specialists, Paul Roberts and Mike Evans, analyse members’ reactions on social media
Features
Accessibility
Sport England has teamed up with 15 health and social care charities to find ways to support people living with 10 different health conditions to be physically active. Kath Hudson finds out more
Features
Latest News
A member of SAGE, the government’s independent group of scientific advisers, has said gyms, pubs ...
Latest News
Following approval to build a £250mn wellbeing resort in Manchester, Therme Group has revealed plans ...
Latest News
Europe's largest gym chain, Basic-Fit, has provided the European fitness sector with some optimism, after ...
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DW Sports is going into administration saying it's working to save its 73-strong gym portfolio. ...
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The American Council on Exercise (ACE) is urging US Congress to pass a new law ...
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Gyms, health clubs and swimming pools in Scotland have finally been given an "indicative" time ...
Opinion
promotion
Data-driven businesses are some of today’s greatest global success stories, providing blueprints for success.
Opinion: Up your ‘data game’ to successfully relaunch your fitness business
Featured supplier news
Featured supplier: Let's get restarted: Physical Company offers advice on keeping gym members safe
As countries around the world gear up to relax their lockdown rules, there remains a question mark over gyms and studios, which in many markets will be one of the last sectors to be given the green light.
Featured supplier news
Featured supplier: Digital education: TRX trains more than 14,000 professionals for free using live virtual training
In response to the pandemic, TRX, the global leader in functional training equipment, world- class training content, and app-based training technology, transformed its TRX Suspension Training Course into a free, live virtual edition via Zoom.
Company profiles
Company profile: Safe Space Lockers
Safe Space have over 25 years of experience in the UK leisure and fitness industry, ...
Company profiles
Company profile: Les Mills UK
Committed to creating a fitter planet, Les Mills UK works with clubs and instructors to ...
Supplier Showcases
Supplier showcase - Precor Showcase
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness software
Go Do.Fitness: Fitness software
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Wearable technology solutions
MyZone: Wearable technology solutions
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Fitness equipment
Healthcheck Services Ltd: Fitness equipment
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Design consultants
Zynk Design Consultants: Design consultants
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Direct debit solutions
Harlands Group: Direct debit solutions
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
21-24 Sep 2020
Messe Stuttgart, Germany
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates

features

Statistics: Is the gym safe?

IHRSA’s Kristen Walsh gets a briefing from Blair McHaney on how operators can use gym member insight to inform reopening decisions and practices

Published in Health Club Management 2020 issue 6
Use the free survey tool: 
www.HCMmag.com/MXMsurvey / Jacob Lund/shutterstock
Use the free survey tool: www.HCMmag.com/MXMsurvey / Jacob Lund/shutterstock
You may think you're succeeding, but you won’t really know until you hear it from your customers.

As the world moves out of lockdown, a few developments seem inevitable: there’s a likelihood of a resurgence of the virus, the return to normal will require the creation of a vaccine, and the resurrection of the economy will be gradual and challenging.

Members whose clubs have reopened, or individuals who – in ordinary times – would be considered prospects, will have concerns. Some are out of the exercise habit, others will have become comfortable with at-home workouts, perhaps some will have suffered financial setbacks. Many, given the uncertainty, will have adopted a wait-and-see attitude about new commitments of any sort.

But the number one question is undoubtedly, is it safe to make use of a club? And the number one imperative is to ensure it is.

A data-driven strategy
Few people know this better than Blair McHaney, a 40 year industry veteran and owner of two WORX (workout prescription) fitness facilities in Washington State, US. McHaney is also founder and CEO of Member Experience Metrics (MXM), a research, consulting and educational firm.

MXM is a corporate partner of Medallia, the customer experience management software supplier that works with companies such as Airbnb and Mercedes. MXM uses Medallia’s technology in its consultancy work with its 700 client clubs.

McHaney also employs Medallia in his own facilities to design data-driven member-experiences. “We practice what we preach in our own clubs,” he says. “Our clubs are our laboratories.”

Medallia SaaS platform
The Medallia SaaS platform allows users to establish in broad terms how gym members feel, and what they’re thinking, about their club. What do they like or dislike? What would they like more, or less, of? What issues are they concerned about?

That information is put in the hands of owners, managers and front-line staff to drive improvements.

“Understanding your members’ concerns is essential to your reopening success,” says McHaney. “One of a club’s most valuable assets, as we come out of this crisis, is hearing the ‘voice’ of the consumer. If that’s not a leading indicator of what’s happening in your club, you’re flying in a thick fog without instruments.

“Club operators should be listening to their customers, doing their best to improve operations, and monitoring feedback to anticipate and exceed their new expectations,” he says. “You can’t market your way out of the pandemic. You can only behave your way out of it.”

Customer insight
Since April, MXM has been using a lockdown survey system – a combination of two surveys that encompass the lockdown and startup phases of clubs’ reinvention – and using this to support the two WORX gyms, MXM clients and also the wider fitness industry.

The system (details at the end), enables operators to add their own logo, incorporate it into an email, send this out to their members and then use the reporting and analytics provided by MXM to mine the data for insights about member attitudes and behaviours.

The picture that emerges provides a guide to what clubs have to do to gain (or regain) the trust and business of members and prospects. Find out more at www.HCMmag.com/MXMsurvey.

What’s being learned
As facilities worldwide reopen, it’s clear customers will judge whether re-launched businesses sink or swim. “You need to communicate and to convince, through your daily operations,” says McHaney. “You may think you’re succeeding, but you won’t really know until you hear it from your customers.”

Five steps to safety
Based on member feedback, McHaney has developed a template, called Five Steps to Safety, that operators can draw on when formulating their reopening plans
Blair McHaney
1. Encourage every member to roll up their sleeves and clean

Do everything possible to make it simple for members to police themselves when it comes to cleanliness and responsible behavior. Do your members know what’s expected of them? Rules and regulations should be specific and easy to understand and implement. If there’s a violation, there should be a clear and well-defined follow-up policy.

2 Ensure every member of staff is a compliance ambassador

“Two factors critical in driving customer loyalty are cleanliness and staff friendliness,” says McHaney.

“You have to teach staff to be compliance ambassadors, in order to sustain cleaning practices, while remaining courteous. Club operators need to set and enforce clear standards for performance, while maintaining a delicate balance.”

3 Distribute cleaning substances widely (and keep them full)

This is one of those issues that needs to be revisited regularly on the basis of member comments or surveys. “You think you have enough spray bottles or sani-wipe dispensers out there, but then you get feedback saying, ‘It’s too hard to find a spray bottle,’” observes McHaney. “You think, ‘I was sure 50 was more than enough,’ but your scores are soft on this, while the edge on member’s voices are hard.”

Once, while reviewing his research, McHaney found one word kept surfacing. “The word ‘empty’ started to appear a lot,” he recalls. “It was a revelation. Not only do you need wipes, towels and cleansers; you also need to make sure containers are never, ever empty. It only needs to happen once and people remember.”

4. Be generous with the hand sanitiser

Battery-powered sanitiser dispensers should be available both outside and inside the main entrances, in locker rooms and in high-touch areas. Other tools for minimising contact and contamination include battery-operated soap dispensers; automatic doors and foot and forearm door openers.

MXM’s data indicates that making hand sanitising easy is critical to members’ likelihood-to-return. “You don’t have to have hand sanitiser stations everywhere,” says McHaney. “You could, for example, distribute hand sanitising bottles with your club’s logo on them, which members can refill as needed.”

5. Educate, market, and advertise

Make sure members know in detail all you’re doing to keep them safe: “You’d better be good at communicating that you’re best-in-class at doing this,“ says McHaney.

Signage and well-informed staff should inform customers about the importance, and benefits, of the club’s new operating procedures. Videos explaining and extolling its behind-the-scenes practices to guarantee member safety should also be prominent on the club’s website and social media pages.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Jacob Lund/shutterstock
Jacob Lund/shutterstock
http://www.leisureopportunities.com/images/2020/680279_389340.jpg
'You may think you're succeeding, but you won't really know until you hear it from your customers' – Blair McHaney
Blair McHaney, IHRSA, Kristen Walsh,customer insight, reopening gyms
Latest News
A member of SAGE, the government’s independent group of scientific advisers, has said gyms, pubs ...
Latest News
Following approval to build a £250mn wellbeing resort in Manchester, Therme Group has revealed plans ...
Latest News
Europe's largest gym chain, Basic-Fit, has provided the European fitness sector with some optimism, after ...
Latest News
DW Sports is going into administration saying it's working to save its 73-strong gym portfolio. ...
Latest News
The American Council on Exercise (ACE) is urging US Congress to pass a new law ...
Latest News
Equipment giant Technogym has introduced its new Excite line of fully-connected cardio kit that has ...
Latest News
Global spa consultancy and contract management company, Resense, is set to unveil Asia’s first boutique ...
Latest News
Gyms, health clubs and swimming pools in Scotland have finally been given an "indicative" time ...
Latest News
Gyms will be free to open on high streets across England from September 1, following ...
Latest News
Leisure operator Everyone Active has launched a new digital offering, to run alongside its bricks ...
Latest News
This year's National Fitness Day (NFD) will be the "biggest unified celebration of fitness in ...
Opinion
promotion
Data-driven businesses are some of today’s greatest global success stories, providing blueprints for success.
Opinion: Up your ‘data game’ to successfully relaunch your fitness business
Featured supplier news
Featured supplier: Let's get restarted: Physical Company offers advice on keeping gym members safe
As countries around the world gear up to relax their lockdown rules, there remains a question mark over gyms and studios, which in many markets will be one of the last sectors to be given the green light.
Featured supplier news
Featured supplier: Digital education: TRX trains more than 14,000 professionals for free using live virtual training
In response to the pandemic, TRX, the global leader in functional training equipment, world- class training content, and app-based training technology, transformed its TRX Suspension Training Course into a free, live virtual edition via Zoom.
Company profiles
Company profile: Safe Space Lockers
Safe Space have over 25 years of experience in the UK leisure and fitness industry, ...
Company profiles
Company profile: Les Mills UK
Committed to creating a fitter planet, Les Mills UK works with clubs and instructors to ...
Supplier Showcases
Supplier showcase - Precor Showcase
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness software
Go Do.Fitness: Fitness software
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Wearable technology solutions
MyZone: Wearable technology solutions
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Fitness equipment
Healthcheck Services Ltd: Fitness equipment
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Design consultants
Zynk Design Consultants: Design consultants
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Direct debit solutions
Harlands Group: Direct debit solutions
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
21-24 Sep 2020
Messe Stuttgart, Germany
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
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