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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

PROMOTION

Why member experience is more important now than ever before

58% of members say the social aspect of attending the gym is something which highly motivates them
– Tom Doodson; Sales Manager

In a post-Covid world, member experience is more important than ever before.

Your customers’ expectations of you, particularly when it comes to hygiene practices and cleanliness, have been heightened as the coronavirus continues to dominate our everyday lives.

During lockdown, many members were introduced to the world of virtual exercise classes; online sessions delivered to them in the comfort of their own home – no need to travel, no concerns about whether the last person to use the dumbbells wiped them down as they should’ve. A very attractive alternative to visiting your club.

Our job, together with you as a bricks-and-mortar operator, is to show them why they should return to your four walls.

The key?

Creating a member experience they are willing to make the effort for.

Out-of-club experience

Members who make at least one visit in a month are 20 per cent less likely to cancel in the next month.

A key group of members you need to concern yourself with is those who haven’t visited for a couple of weeks. This is a telltale sign they are disengaged, and a cancelation could be coming your way very soon.

But if they aren’t visiting your facilities, how do you get through to them?

65 per cent of members say they value receiving communication from their club via email.

With The Retention People's (TRP) Digital software, you can reach out to this group of members via email and SMS automatically, using a range of triggers and fully customisable messaging.

For example, the system can check which of your members haven’t attended in the past 14 days and automatically send them an email to re-engage them before they become at risk-of-dropout. It also has an exclusive built-in risk-of-dropout algorithm, developed in partnership with esteemed academic Dr Melvyn Hillsdon, which uses a range of member behaviours and characteristics to calculate those likely to be heading towards cancellation.

In-club experience

Put simply, why should your members make the effort to come and workout in your club?

Is the experience you are delivering worth the effort over following along with a HIIT class for free on YouTube?

What you have over most online offerings is the human element.

From extensive research, we here at TRP know that it is the human element of your offering which keeps your members coming back.

• 58% of members say the social aspect of attending the gym is something which highly motivates them

• 9/10 members say they value fitness staff speaking to them

• Compared to members who say they are always spoken to by reception staff, members who are never spoken to cancel at a rate 2.8 times higher.

With social distancing restrictions in place, think about how your staff can engage with members when they visit to give them what they desire – even if it is just a friendly hello and goodbye.

Our in-club engagement tool, Interact is a great way of bringing structure to this and making your staff accountable. You can have all the meetings you want asking your team to interact with members on the gym-floor, but without a structured way of recording their actions and assessing their effectiveness in extending the life of a membership their enthusiasm will very soon tail off again.

Member feedback

Member feedback is the glue that ties everything together. You need to open an ongoing dialogue with your membership base which allows them to tell you what they love about your offering so you can keep it going and what they don’t love so much so you can try to fix it. Particularly in the current climate, where one bad experience could be enough to prompt a cancellation.

As the age old saying goes, you can’t manage what you don’t measure. Net Promoter Score®, or NPS® as it is more commonly known, is, in our opinion, the best way of doing this. It is the only way to quantify member feeling into a tangible number which you can track over time and compare and contrast between sites and the wider industry as a whole.

That is why we have developed Insight. Insight is a user-friendly, Net Promoter Score based member feedback software designed specifically for the health and fitness industry. Integrating with your member management system, it allows you to quickly and easily ask for, analyse, and act on member feedback to continually improve the success of your club.

To find out more about how TRP can help you, request a demo of our member experience software today >

Net Promoter®, NPS®, NPS Prism®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld. Net Promoter Score℠ and Net Promoter System℠ are service marks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Do you have something to say about the health and fitness industry? Would you like to write an opinion piece for us? Call Jan Williams on +44(0)1462 471909
In a post-Covid world, member experience is more important than ever before. Your customers’ expectations have been heightened as the coronavirus continues to dominate our everyday lives.
HAF
2020/THUMB346349_736866_818695.jpg
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PROMOTION

Why member experience is more important now than ever before

58% of members say the social aspect of attending the gym is something which highly motivates them
– Tom Doodson; Sales Manager

In a post-Covid world, member experience is more important than ever before.

Your customers’ expectations of you, particularly when it comes to hygiene practices and cleanliness, have been heightened as the coronavirus continues to dominate our everyday lives.

During lockdown, many members were introduced to the world of virtual exercise classes; online sessions delivered to them in the comfort of their own home – no need to travel, no concerns about whether the last person to use the dumbbells wiped them down as they should’ve. A very attractive alternative to visiting your club.

Our job, together with you as a bricks-and-mortar operator, is to show them why they should return to your four walls.

The key?

Creating a member experience they are willing to make the effort for.

Out-of-club experience

Members who make at least one visit in a month are 20 per cent less likely to cancel in the next month.

A key group of members you need to concern yourself with is those who haven’t visited for a couple of weeks. This is a telltale sign they are disengaged, and a cancelation could be coming your way very soon.

But if they aren’t visiting your facilities, how do you get through to them?

65 per cent of members say they value receiving communication from their club via email.

With The Retention People's (TRP) Digital software, you can reach out to this group of members via email and SMS automatically, using a range of triggers and fully customisable messaging.

For example, the system can check which of your members haven’t attended in the past 14 days and automatically send them an email to re-engage them before they become at risk-of-dropout. It also has an exclusive built-in risk-of-dropout algorithm, developed in partnership with esteemed academic Dr Melvyn Hillsdon, which uses a range of member behaviours and characteristics to calculate those likely to be heading towards cancellation.

In-club experience

Put simply, why should your members make the effort to come and workout in your club?

Is the experience you are delivering worth the effort over following along with a HIIT class for free on YouTube?

What you have over most online offerings is the human element.

From extensive research, we here at TRP know that it is the human element of your offering which keeps your members coming back.

• 58% of members say the social aspect of attending the gym is something which highly motivates them

• 9/10 members say they value fitness staff speaking to them

• Compared to members who say they are always spoken to by reception staff, members who are never spoken to cancel at a rate 2.8 times higher.

With social distancing restrictions in place, think about how your staff can engage with members when they visit to give them what they desire – even if it is just a friendly hello and goodbye.

Our in-club engagement tool, Interact is a great way of bringing structure to this and making your staff accountable. You can have all the meetings you want asking your team to interact with members on the gym-floor, but without a structured way of recording their actions and assessing their effectiveness in extending the life of a membership their enthusiasm will very soon tail off again.

Member feedback

Member feedback is the glue that ties everything together. You need to open an ongoing dialogue with your membership base which allows them to tell you what they love about your offering so you can keep it going and what they don’t love so much so you can try to fix it. Particularly in the current climate, where one bad experience could be enough to prompt a cancellation.

As the age old saying goes, you can’t manage what you don’t measure. Net Promoter Score®, or NPS® as it is more commonly known, is, in our opinion, the best way of doing this. It is the only way to quantify member feeling into a tangible number which you can track over time and compare and contrast between sites and the wider industry as a whole.

That is why we have developed Insight. Insight is a user-friendly, Net Promoter Score based member feedback software designed specifically for the health and fitness industry. Integrating with your member management system, it allows you to quickly and easily ask for, analyse, and act on member feedback to continually improve the success of your club.

To find out more about how TRP can help you, request a demo of our member experience software today >

Net Promoter®, NPS®, NPS Prism®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld. Net Promoter Score℠ and Net Promoter System℠ are service marks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Do you have something to say about the health and fitness industry? Would you like to write an opinion piece for us? Call Jan Williams on +44(0)1462 471909
In a post-Covid world, member experience is more important than ever before. Your customers’ expectations have been heightened as the coronavirus continues to dominate our everyday lives.
HAF
2020/THUMB346349_736866_818695.jpg
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Features
feature
HIIT Without the Hurt. It’s one of the most memorable straplines in the fitness industry and it’s been at the core of every Speedflex session for almost ten years
Features
feature
As winter draws nearer in the north of the world, it’s time to set your members up for their indoor workouts by taking advantage of the latest developments in indoor cycling
Features
feature
Hussle is offering operators the opportunity to take part in a pilot for its new MAP service to enable them to secure new members without upfront costs. Hussle’s Jamie Owens tells us more about the insights that drove this initiative
Features
Research
New research shows that UK public sector health and fitness is on track for recovery, but operators face shifts in their member profiles that mean operators will need to adapt to thrive
Features
Letters
EuropeActive's David Stalker and Jack Shakespeare from ukactive write to HCM
Features
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Gympass added personal training to its platform during the lockdown and has now delivered 30,000 sessions globally
Features
Research
A new study has found that exercise can reduce the symptoms of depression in young adults by amplifying reward processing, as Tom Walker reports
Features
People
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Keith Burnet

CEO global markets, Les Mills
I wanted to do something to inspire others and encourage them to believe that no matter what age you are, anything is possible
People
Our facility isn’t for everyone. In daring to be different, we’re attracting people willing to commit to a fresh way of approaching health and fitness
People
As a society, we all need to make a conscious effort to be more active and our industry is in the best position to help people do that
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If I look forward five years, I’d want us to be somewhere around the 1,000-site mark – the ‘premier league’ benchmark
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Dr Darshan Shah

Next Health: co-founder
Our vision is that health is not the absence of disease but the abundance of vitality
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People in Club V trust me and I want to do the best for them and help them progress
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Featured supplier: Power Plate kicks off campaign to support fitness industry deliver health and wellness in one solution
Power Plate, the global leader in whole-body vibration training equipment, is encouraging its community to stay fighting fit this winter with a campaign intended to encourage comfort and confidence, as well as boosting health and wellness.
Featured supplier news
Featured supplier: Cryotherapy specialists, L&R Kältetechnik, launch new artofcryo.com division
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110 °C electrical solutions.
Video Gallery
A new Zone is here
MyZone Group Ltd
A new zone is here for your club, for your members and for you. Read more
More videos:
Company profiles
Company profile: Fisikal Limited
Fisikal helps fitness professionals, operators and education organisations improve efficiencies and service through its online ...
Company profiles
Company profile: Premier Software Solutions Ltd
Premier Software was founded in 1994 and has proven experience developing business management solutions specifically ...
Supplier Showcases
Supplier showcase - Bouncing back
Supplier Showcases
Supplier showcase - Powering through
Catalogue Gallery
Click on a catalogue to view it online
Directory
Software
Volution.fit: Software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Wearable technology solutions
MyZone: Wearable technology solutions
Spa software
SpaBooker: Spa software
Fitness equipment
TRX Training: Fitness equipment
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Red Light Therapy
 Red Light Rising: Red Light Therapy
Exercise equipment
Power Plate: Exercise equipment
Design consultants
Zynk Design Consultants: Design consultants
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
03-06 Nov 2020
Online,
Diary dates
12 Nov 2020
Virtual, United States
Diary dates
17 Nov 2020
Loughborough University, Loughborough, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
03-03 Dec 2020
Virtual,
Diary dates
08-09 Dec 2020
Raffles City Convention Centre, Singapore, Singapore
Diary dates
02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, 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
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ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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