This document provides guidance on creating a successful fitness club through excellence in customer management. It outlines key drivers like increasing membership, retention, and services purchased. Six features of successful business models are described, focusing on consistency, low-skill operations, order, documentation, predictable service, and uniform branding. Customer excellence is achieved through strategic planning, effective programming, marketing, technology usage, and staff training. Regular periodic planning and review helps maintain momentum. The ten rules of success emphasize communication, responsibility, recognition, sociability, commitment, diversification, progression, promotion, reliability and leadership.
5. The 6 key features of
successful business
prototypes ...........
1. The model provides consistent
value to customers, employees,
owners , and suppliers BEYOND
their expectation
6. The 6 key features of
successful business
prototypes ...........
2.. The model is operated by
people with the lowest possible
level of skill necessary to deliver
expectations.
7. The 6 key features of
successful business
prototypes ...........
3. The model is operated and
stand out as a place with
impeccable order
8. The 6 key features of
successful business
prototypes ...........
4. All work undertaken within the
model is documented in operating
handbooks
9. The 6 key features of
successful business
prototypes ...........
5. The model delivers a uniformly
predictable level of service to the
customer ,EVERY TIME !
10. The 6 key features of
successful business
prototypes ...........
6. The model utilizes a uniform
colour, uniform and facility code
11. The 3 concepts behind successful
Business Development
Innovation
Quantification
Orchestration
15. The 4 types of Customer
High
Low
Self
motivation
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
17. 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)
18. • 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 ?
19. • Fitness Education
• Group Holidays
• Internal Challenges
• External Challenges
• Activity Groups
• At home services
• Corporate Wellness Programme
What could people want ?
31. 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
32. • 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?
33. Does it really work ?
• Measure the differences..
• Inch loss
• Weight loss
• Fitness tests
• Heart rate reaction
• Reps & weights
• Usage
• Challenges
36. 1. Define a purpose
2. Set a goal
3. Develop a promotional plan
4. Measure the result
5. Promote a follow up programme
5 Steps to Programming
Success
37. 1. Member trains 1-2 times per week
2. Takes part in a weekly programme
3. Forms relationships with other
members
4. Uses the club at similar times each
week
5. Knows at least one staff member well
Successful Member
Programming ..
48. • 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
49. 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
50.
51.
52.
53. • 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
62. 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