Presentation at the 2009 Albany AYP Conference

1. Accountability
The key to success in retaining health seekers

2. A fellow New Yorker...

3. A fellow New Yorker...

4. After 30 consecutive years of
YMCA involvement...

5. After 30 consecutive years of
YMCA involvement...
There’s one thing I am known for...

6. My claim to fame

7. My claim to fame

8. I’ve got some
friends in the
audience

9. I’ve got some
friends in the
audience

10. I’ve got some
friends in the
audience

11. I’ve got some
friends in the
audience

12. I’ve got some
friends in the
audience

13. Please... no texting, calls or
snoozing

14. Objectives

15. Objectives
• Define what accountability really means in
the YMCA? hint... it’s the real key to success
in working with health seekers

16. Objectives
• Define what accountability really means in
the YMCA? hint... it’s the real key to success
in working with health seekers
• Hold a workshop to assist you in defining
actions that assist staff members in holding
members accountable

17. Objectives
• Define what accountability really means in
the YMCA? hint... it’s the real key to success
in working with health seekers
• Hold a workshop to assist you in defining
actions that assist staff members in holding
members accountable
• Discover what’s new for SEER in 2009

18. Objectives
• Define what accountability really means in
the YMCA? hint... it’s the real key to success
in working with health seekers
• Hold a workshop to assist you in defining
actions that assist staff members in holding
members accountable
• Discover what’s new for SEER in 2009
• No extra charge... 6 best things to do to
retain members in 2009

19. Last year... I mentioned
something really important

20. Sample D Member Exit Survey-
Why do our members leave?
January 2008
we help you see what's there.
Seer Analytics, LLC
SEER
518 North Tampa Street
Tampa, FL 33602
©2008

21. length of
membership Less than 1 year 28%
January 2008
Sample D YMCA 1 year 34%
2 years 16%
Sample D
3-5 years 12%
6-10 years 6%
Longer than 10 years 4%
Page 1
How long had you been a member or participant of this YMCA?
©2008 Seer Analytics, LLC
Tampa, FL 33602

22. membership 63%
type
January 2008
Sample D YMCA
Sample D 35%
2%
Family Adult Senior
Page 2
Please check your membership type:
©2008 Seer Analytics, LLC
Tampa, FL 33602

23. frequency of
use Not at all 12%
January 2008
Sample D YMCA Once a month 19%
Once a week 14%
Sample D
2-3 times a week 51%
4-5 times a week 2%
Only for children 2%
Page 3
On the average, about how frequently did you come to the YMCA?
©2008 Seer Analytics, LLC
Tampa, FL 33602

24. I did not have enough time. 37%
reason for Not enough value for the money. 16%
leaving Sick, injured, disabled 12%
Moved away 9%
January 2008 Children's needs changed 5%
Sample D YMCA
Did or plan to renew 4%
No reason 3%
Pool availability 3%
Got gym equip at home, work 2%
Sample D
Too far away 2%
Not enough parking 1%
Layout of facilities 1%
Small child(ren) 1%
Hours not convenient 1%
Programs 1%
Staff members were not helpful. 1%
The facility is not clean. 1%
Other 0%
Not enough equipment. 0%
The facility is too crowded. 0%
Page 4
What was your reason for not renewing your membership?
©2008 Seer Analytics, LLC
Tampa, FL 33602

25. frequency of
use Not at all 12%
January 2008
Sample D YMCA Once a month 19%
Sample D
Once a week 14%
Liars!
2-3 times a week 51%
4-5 times a week 2%
Only for children 2%
Page 3
On the average, about how frequently did you come to the YMCA?
©2008 Seer Analytics, LLC
Tampa, FL 33602

26. Drivers of value for the money
• Quality of Classes
• Recommend to friends
• Can relate to members
• Convenience of schedule
• Feel Welcome
• Ease of program/class schedule
• Competence of Staff
• Enough Staff to help
• Friendliness
• Staff Can answer questions

27. other
attributes 43%
Did staff know your name
January 2008 57%
Sample D YMCA
Yes 32%
Did staff ask you about your progress
No 68%
41%
staff notice if you stopped coming?
59%
Page 6
©2008 Seer Analytics, LLC
Tampa, FL 33602

28. Nothing more 47%
what if
anything Additional aerobic class offerings 10%
would bring On site indoor youth sports programs & leagues 7%
you back
Sample D YMCA Adult basketball open gym time 6%
January 2008
Additional programs for strength training 6%
More holistic programs such as Yoga & Pilates 6%
Sample D
Cheaper 5%
Additional Youth Dance programs 4%
More programs, facilities 3%
Half year or pool membership 2%
More elliptical machines 2%
Longer hours 1%
Open gym for kids 1%
Page 7
©2008 Seer Analytics, LLC
Tampa, FL 33602

29. Other findings

30. Other findings
• In one case 83% of those who left did not
go anywhere else

31. Other findings
• In one case 83% of those who left did not
go anywhere else
• Losing people is not entirely about bad
service… it’s about new members
wanting (NEED) accountability

32. Other findings
• In one case 83% of those who left did not
go anywhere else
• Losing people is not entirely about bad
service… it’s about new members
wanting (NEED) accountability
• These peeps are health seekers

33. Other findings
• In one case 83% of those who left did not
go anywhere else
• Losing people is not entirely about bad
service… it’s about new members
wanting (NEED) accountability
• These peeps are health seekers
• It’s the fitness staff!

34. My dog is a health
seeker…now I
understand more
about this population
we help you see what's there.
SEER

35. Trinity… the dog

36. Much more than a pet

37. Like a health seeker
She needs accountability

38. Like a health seeker
She needs accountability
• Left to herself- content to
lie around

39. Like a health seeker
She needs accountability
• Left to herself- content to
lie around
• She only did “her
business” if we joined her

40. Like a health seeker
She needs accountability
• Left to herself- content to
lie around
• She only did “her
business” if we joined her
• Heaven forbid she ever
went outside to play on her
own

41. Like a health seeker
She needs accountability
• Left to herself- content to
lie around
• She only did “her
business” if we joined her
• Heaven forbid she ever
went outside to play on her
own
• If we were engaged… she
played

42. Like a health seeker
She needs accountability
• Left to herself- content to
lie around
• She only did “her
business” if we joined her
• Heaven forbid she ever
went outside to play on her
own
• If we were engaged… she
played

43. And like a health seeker
she never graduates

44. And like a health seeker
she never graduates
• Talk about old dog and new
tricks… “The Dog
Whisperer”

45. And like a health seeker
she never graduates
• Talk about old dog and new
tricks… “The Dog
Whisperer”
• Health seekers are
different than the 20% of
the population who
regularly exercise

46. And like a health seeker
she never graduates
• Talk about old dog and new
tricks… “The Dog
Whisperer”
• Health seekers are
different than the 20% of
the population who
regularly exercise
• They always need
accountability… they never
graduate

47. She needed an
accountability partner…

48. She needed an
accountability partner…

49. Well, it kinda worked...
25

50. And that’s exactly what most
YMCA members need as well...
accountability

51. Accountability…

52. Accountability…
Where does it fit in the member
experience?

53. Hierarchy of needs

54. Hierarchy of needs
Facility

55. Hierarchy of needs
Support
Facility

56. Hierarchy of needs
Value
Support
Facility

57. Hierarchy of needs
Engagement
Value
Support
Facility

58. Hierarchy of needs
Impact
Engagement
Value
Support
Facility

59. Hierarchy of needs
Involvement
Impact
Engagement
Value
Support
Facility

60. Leadership
Hierarchy of needs
Involvement
Impact
Engagement
Value
Support
Facility

61. Leadership
Hierarchy of needs
Involvement
Impact
Engagement
Value
Support
Facility

62. Leadership
Hierarchy of needs
Involvement
Accountability
Impact
Engagement
Value
Support
Facility

63. Facility

64. Facility
• Maintenance, enough
& right equipment

65. Facility
• Maintenance, enough
& right equipment
• Cleanliness

66. Facility
• Maintenance, enough
& right equipment
• Cleanliness
• Security & safety

67. Facility
• Maintenance, enough
& right equipment
• Cleanliness
• Security & safety
• Attractiveness

68. Support (service)

69. Support (service)
• Staff can answer
questions

70. Support (service)
• Staff can answer
questions
• Ease of class registration

71. Support (service)
• Staff can answer
questions
• Ease of class registration
• Competence

72. Support (service)
• Staff can answer
questions
• Ease of class registration
• Competence
• Friendliness

73. Support (service)
• Staff can answer
questions
• Ease of class registration
• Competence
• Friendliness
• Enough staff to help

74. Value
31

75. Value
• Value for the
money
31

76. Value
• Value for the
money
• Quality of
classes
31

77. Engagement (connection)

78. Engagement (connection)
• Staff are good listeners

79. Engagement (connection)
• Staff are good listeners
• Communications from the
Y keep me well informed

80. Engagement (connection)
• Staff are good listeners
• Communications from the
Y keep me well informed
• Developed friendships

81. Engagement (connection)
• Staff are good listeners
• Communications from the
Y keep me well informed
• Developed friendships
• Y Builds strong
relationships with
members

82. Engagement (connection)
• Staff are good listeners
• Communications from the
Y keep me well informed
• Developed friendships
• Y Builds strong
relationships with
members
• Know your name

83. Engagement (connection)
• Staff are good listeners
• Communications from the
Y keep me well informed
• Developed friendships
• Y Builds strong
relationships with
members
• Know your name
• Takes Initiative to talk to
members

84. Engagement (connection)
• Staff are good listeners
• Communications from the
Y keep me well informed
• Developed friendships
• Y Builds strong
relationships with
members
• Know your name
• Takes Initiative to talk to
members
• Notice if stopped coming

85. Engagement (connection)
• Staff are good listeners
• Communications from the
Y keep me well informed
• Developed friendships
• Y Builds strong
relationships with
members
• Know your name
• Takes Initiative to talk to
members
• Notice if stopped coming
• Feel welcome

86. Engagement (connection)
• Staff are good listeners
• Communications from the
Y keep me well informed
• Developed friendships
• Y Builds strong
relationships with
members
• Know your name
• Takes Initiative to talk to
members
• Notice if stopped coming
• Feel welcome

87. Impact (accountability)

88. Impact (accountability)
• Check on progress

89. Impact (accountability)
• Check on progress
• Frequency of use

90. Impact (accountability)
• Check on progress
• Frequency of use
• Meet fitness goals

91. Impact (accountability)
• Check on progress
• Frequency of use
• Meet fitness goals
• High levels of group
exercise

92. Impact (accountability)
• Check on progress
• Frequency of use
• Meet fitness goals
• High levels of group
exercise
• Intent to renew

93. Impact (accountability)
• Check on progress
• Frequency of use
• Meet fitness goals
• High levels of group
exercise
• Intent to renew
• Y is a community
leader in developing
healthy habits

94. Involvement

95. Involvement

96. Involvement
• Likelihood to
Volunteer

97. Involvement
• Likelihood to
Volunteer
• Likelihood to Donate

98. Involvement
• Likelihood to
Volunteer
• Likelihood to Donate
• Participated in event

99. Involvement
• Likelihood to
Volunteer
• Likelihood to Donate
• Participated in event
• Helped in event

100. Involvement
• Likelihood to
Volunteer
• Likelihood to Donate
• Participated in event
• Helped in event
• Met socially

101. Involvement
• Likelihood to
Volunteer
• Likelihood to Donate
• Participated in event
• Helped in event
• Met socially
• Volunteered

102. Involvement
• Likelihood to
Volunteer
• Likelihood to Donate
• Participated in event
• Helped in event
• Met socially
• Volunteered
• Donated

103. Leadership

104. Accountability… boils down to
the fitness staff

105. Accountability… boils down to
the fitness staff
Let’s take a look at a few YMCAs
that are getting it right

106. Background on the James
Center… Richmond, VA

107. Background on the James
Center… Richmond, VA
• Disappointed that a small “downtown” YMCA was scoring
lower than expected. (SEER research shows that small
newer YMCAs typically score better than their counterparts)

108. Background on the James
Center… Richmond, VA
• Disappointed that a small “downtown” YMCA was scoring
lower than expected. (SEER research shows that small
newer YMCAs typically score better than their counterparts)
• The location dealt primarily with adults and was singly
focused (fitness) for a younger working clientele.

109. Background on the James
Center… Richmond, VA
• Disappointed that a small “downtown” YMCA was scoring
lower than expected. (SEER research shows that small
newer YMCAs typically score better than their counterparts)
• The location dealt primarily with adults and was singly
focused (fitness) for a younger working clientele.
• Comments from 2007 survey noted the lack of
professionalism of those individuals associated with fitness
programming and training and the correlation to the
incidence of not meeting fitness goals.

110. 40%
age
34%
June 2008
James Center YMCA 28%
24%
23%
22%
James Center
YMCA
National Average
12%
8%
5%
2%
Under 25 years 25-34 years 35-49 years 50-64 years 65 years and over
Page 67

111. 67%
membership
type
June 2008
James Center YMCA 50%
James Center
YMCA
30% 30%
National Average
20%
2%
Family Adult Senior
Page 60
Please check your membership type:

112. Banking on SEER research to
make calculated changes

113. Banking on SEER research to
make calculated changes
• SEER research shows that members involved in group
activities have a higher incidence of overall satisfaction,
meeting fitness goals and intent to renew.

114. Banking on SEER research to
make calculated changes
• SEER research shows that members involved in group
activities have a higher incidence of overall satisfaction,
meeting fitness goals and intent to renew.
• In addition, we know that full-time employees are
generally more satisfied than part-time employees; and
that there is a correlation between staff satisfaction and
member satisfaction.

116. Trying something different and
seeing BIG results

117. Trying something different and
seeing BIG results
• Eliminated all part-time fitness floor trainers and the one
administrative oriented fitness director and in their place,
replaced them with 2 full-time, accredited (ACSM, NSCA)
fitness experts with college degrees who spent 95% of their
time with members.

118. Trying something different and
seeing BIG results
• Eliminated all part-time fitness floor trainers and the one
administrative oriented fitness director and in their place,
replaced them with 2 full-time, accredited (ACSM, NSCA)
fitness experts with college degrees who spent 95% of their
time with members.
• Hired out-going energetic fitness staff.

119. Trying something different and
seeing BIG results
• Eliminated all part-time fitness floor trainers and the one
administrative oriented fitness director and in their place,
replaced them with 2 full-time, accredited (ACSM, NSCA)
fitness experts with college degrees who spent 95% of their
time with members.
• Hired out-going energetic fitness staff.
• One opened the building and worked until the afternoon, the
other came on in the afternoon and worked until closing. The
overlap provided admin time.

120. Trying something different and
seeing BIG results
• Eliminated all part-time fitness floor trainers and the one
administrative oriented fitness director and in their place,
replaced them with 2 full-time, accredited (ACSM, NSCA)
fitness experts with college degrees who spent 95% of their
time with members.
• Hired out-going energetic fitness staff.
• One opened the building and worked until the afternoon, the
other came on in the afternoon and worked until closing. The
overlap provided admin time.
• Taught classes, personal trained and assisted members on
the floor.

121. Trying something different and
seeing BIG results
• Eliminated all part-time fitness floor trainers and the one
administrative oriented fitness director and in their place,
replaced them with 2 full-time, accredited (ACSM, NSCA)
fitness experts with college degrees who spent 95% of their
time with members.
• Hired out-going energetic fitness staff.
• One opened the building and worked until the afternoon, the
other came on in the afternoon and worked until closing. The
overlap provided admin time.
• Taught classes, personal trained and assisted members on
the floor.
• Some specialty instructors were retained.

122. Who would you rather have
instruction from?
• A $8.00 employee
• A $30,000 fitness expert

123. Member satisfaction study
James Center YMCA
YMCA of Greater Richmond 518 North Tampa Street, Suite 250
Tampa, Florida 33602
813.318.0111 office
June 2008 877.318.0111 toll-free
813.318.0592 fax
info@seeranalytics.com
www.seeranalytics.com
© 2008

124. 59%
overall
satisfaction
49%
47%
June 2008
James Center YMCA
39%
2008 vs. 2007
James Center
YMCA
2008
James Center
YMCA
2007
4%
2%
0% 0%
Excellent Good Fair Poor
Page 5
How would you rate the YMCA?

125. section II. relationship building

126. rating on staff 59%
connectedness Staff care about your well-being
41%
June 2008
James Center YMCA 92%
Friendliness
71%
2008 vs. 2007
% excellent
72%
Competence
James Center 56%
YMCA
2008
James Center
YMCA 67%
2007 Enough staff to help you
55%
37%
You can relate to other members
34%
65%
You feel welcome at the YMCA
54%
Page 10
How would you rate the YMCA on each of the following?

127. 45%
rating on staff Staff would notice if you stopped coming
engagement 26%
June 2008
James Center YMCA 57%
Staff know your name
34%
2008 vs. 2007
% excellent
James Center 60%
YMCA Good listeners
2008 45%
James Center
YMCA
2007
58%
Take the iniative to talk to members
38%
31%
Check on your progress
22%
Page 12
How would you rate the YMCA on each of the following?

128. YMCA staff became
accountability partners

129. 56%
helped you
meet fitness
goals 49%
June 2008
James Center YMCA 42%
40%
2008 vs. 2007
James Center
YMCA
2008
James Center
YMCA
2007
6%
2% 2%
1% 1% 1%
Very much Somewhat Not very much Not at all DK/No Answer
Page 14
How much has this YMCA helped you meet your health and fitness goals?

130. 65%
individual and
group activity
57%
June 2008
James Center YMCA
2008 vs. 2007
37%
James Center
YMCA 32%
2008
James Center
YMCA
2007
4%
2%
Group activities only Individual exercise only Both group and individual
Page 16
When you come to the Y, do you mainly engage in group activities or do you
mainly engage in individual exercise activities?

131. member Communications from my Y keep me well informed
44%
service 28%
June 2008
James Center YMCA 59%
Staff can answer questions
49%
2008 vs. 2007
% excellent
James Center 49%
YMCA Quality of classes/programs
2008 41%
James Center
YMCA
2007
73%
Efficiency of front desk procedures
68%
70%
Ease of program or class registration
59%
Page 34
How would you rate the YMCA on each of the following?

132. This is impressive because of
who they serve…

133. gender
61%
58%
June 2008
James Center YMCA
42%
39%
James Center
YMCA
National Average
Female Male
Page 66

134. Additional benefits…
Other good stuff happens!

135. section III. mission and advancement

136. outreach
57%
June 2008
James Center YMCA The Y provides financial assistance for members who cannot afford to pay
45%
2008 vs. 2007
% responding yes
James Center
YMCA
2008
James Center
YMCA
2007
43%
The Y offers low or no-cost programs for youth and families in the neighborhood
33%
Page 19
As far as you know...

137. community 68%
The Y builds strong relationships with its members
49%
June 2008
James Center YMCA
75%
The YMCA is a community leader in promoting healthy habits
67%
2008 vs. 2007
% responding yes
James Center
YMCA 66%
2008 The Y is a good place for your family
55%
James Center
YMCA
2007
44%
The YMCA is a good place to bring children
34%
81%
You feel a sense of fellowship and belonging at the YMCA
64%
Page 21
As far as you know...

138. likelihood to 45%
volunteer if
asked
June 2008
James Center YMCA
32%
31% 31%
2008 vs. 2007 28%
James Center
YMCA
2008
James Center 18%
YMCA
2007
7%
4%
3%
2%
Definitely would Might or might not DK/No Answer
Page 27
If asked, how likely would you be to volunteer at this YMCA?

139. section IV. retention

140. recommend 73%
YMCA to
friends
June 2008 58%
James Center YMCA
2008 vs. 2007
James Center
YMCA
2008 31%
James Center
YMCA
2007 22%
8%
2% 1% 2% 1% 1%
Definitely would Might or might not DK/No Answer
Page 36
If asked, how likely would you be to recommend this YMCA to your friends?

141. 50% 50%
loyalty 45%
June 2008
James Center YMCA
33%
2008 vs. 2007
James Center
YMCA
2008
James Center
YMCA 17%
2007
5%
Very loyal Somewhat loyal Not Very/Not at All
Page 38
Compared to other organizations in your community or companies you deal with,
please rate your loyalty to the YMCA:

142. intent to 46% 46%
renew
41%
June 2008 38%
James Center YMCA
2008 vs. 2007
James Center
YMCA
2008
James Center
YMCA
2007
8% 8%
7%
6%
Definitely will Probably will Might or might not Probably/Definitely Not
Page 40
All things considered, do you think you will belong to this Y a year from now?

143. One more piece of research…

144. One more piece of research…
• SEER research shows that members who come more
frequently meet their fitness goals… duh

145. One more piece of research…
• SEER research shows that members who come more
frequently meet their fitness goals… duh
• The trick is getting them to come more frequently…
right?

146. One more piece of research…
• SEER research shows that members who come more
frequently meet their fitness goals… duh
• The trick is getting them to come more frequently…
right?
• These strategies show that employing full-time “fitness
directors” who spend 95% of their time with members,
improve the overall experience of a member. This leads
to members coming to the YMCA more frequently and
thus meeting their fitness goals. Let’s look…

147. frequency of 4%
Less than once a month
use 2%
June 2008 0%
Once a month
James Center YMCA 1%
2008 vs. 2007 4%
2-3 times a month
5%
James Center
YMCA 8%
2008 Once a week
6%
James Center
YMCA
2007
46%
2-3 times a week
59%
33%
4-5 times a week
24%
5%
6-7 times a week
3%
Page 65
On the average, about how frequently do you come to the YMCA?

148. “a great strategy to employ with
Health seekers”
Hunter Schwartz
professional guidance… expertise
engagement… caring
group activities… accountability
meeting fitness goals… adherence

149. But of course… my wife has been
telling me this for a long time

150. But of course… my wife has been
telling me this for a long time
• She lives it every day…

151. But of course… my wife has been
telling me this for a long time
• She lives it every day…
• 17 year veteran of the
Green Hills YMCA… she’s
only had one job in the Y…

152. But of course… my wife has been
telling me this for a long time
• She lives it every day…
• 17 year veteran of the
Green Hills YMCA… she’s
only had one job in the Y…
• Fitness Director… err
Fitness Queen

153. But of course… my wife has been
telling me this for a long time
• She lives it every day…
• 17 year veteran of the
Green Hills YMCA… she’s
only had one job in the Y…
• Fitness Director… err
Fitness Queen
• Still teaches classes and
personal trains…

154. But of course… my wife has been
telling me this for a long time
• She lives it every day…
• 17 year veteran of the
Green Hills YMCA… she’s
only had one job in the Y…
• Fitness Director… err
Fitness Queen
• Still teaches classes and
personal trains…
• So how does this approach
work for a 100,000 square
foot YMCA with 17,000
members and 195 classes/
week?

155. But of course… my wife has been
telling me this for a long time
• She lives it every day…
• 17 year veteran of the
Green Hills YMCA… she’s
only had one job in the Y…
• Fitness Director… err
Fitness Queen
• Still teaches classes and
personal trains…
• So how does this approach
work for a 100,000 square
foot YMCA with 17,000
members and 195 classes/
week?

156. But of course… my wife has been
telling me this for a long time
• She lives it every day…
• 17 year veteran of the
Green Hills YMCA… she’s
only had one job in the Y…
• Fitness Director… err
Fitness Queen
• Still teaches classes and
personal trains…
• So how does this approach
work for a 100,000 square
foot YMCA with 17,000
members and 195 classes/
week?

158. Professional guidance…
expertise…

159. Professional guidance…
expertise…
• 25 personal trainers

160. Professional guidance…
expertise…
• 25 personal trainers
• All of them have ACSM or NSCA
certifications

161. Professional guidance…
expertise…
• 25 personal trainers
• All of them have ACSM or NSCA
certifications
• Pilates… staff of 10. All of
them have Power Pilates
certification which requires
600 hours of training.

162. Professional guidance…
expertise…
• 25 personal trainers
• All of them have ACSM or NSCA
certifications
• Pilates… staff of 10. All of
them have Power Pilates
certification which requires
600 hours of training.
• Continuing education
mandatory

163. Professional guidance…
expertise…
• 25 personal trainers
• All of them have ACSM or NSCA
certifications
• Pilates… staff of 10. All of
them have Power Pilates
certification which requires
600 hours of training.
• Continuing education
mandatory
• $1,000,000 in fitness revenue.

164. Professional guidance…
expertise…
• 25 personal trainers
• All of them have ACSM or NSCA
certifications
• Pilates… staff of 10. All of
them have Power Pilates
certification which requires
600 hours of training.
• Continuing education
mandatory
• $1,000,000 in fitness revenue.
• Yep… that’s right $1,000,000.

165. Engagement… caring

166. Group classes… accountability

167. Group classes… accountability
• 195 classes/week

168. Group classes… accountability
• 195 classes/week
• Charge for some of
them… aids in
accountability

169. Group classes… accountability
• 195 classes/week
• Charge for some of
them… aids in
accountability
• Many ways to personal
train… one-one, duets,
trios, quads, half-hour
sessions and boot camps

170. Group classes… accountability
• 195 classes/week
• Charge for some of
them… aids in
accountability
• Many ways to personal
train… one-one, duets,
trios, quads, half-hour
sessions and boot camps
• Price points for every
pocketbook

171. Group classes… accountability
• 195 classes/week
• Charge for some of
them… aids in
accountability
• Many ways to personal
train… one-one, duets,
trios, quads, half-hour
sessions and boot camps
• Price points for every
pocketbook
• Marathon and 5k training

172. Group classes… accountability
• 195 classes/week
• Charge for some of
them… aids in
accountability
• Many ways to personal
train… one-one, duets,
trios, quads, half-hour
sessions and boot camps
• Price points for every
pocketbook
• Marathon and 5k training
• Impromptu classes

173. Meeting fitness goals… adherence

174. How do I afford these people?

175. How do I afford these people?
• Here’s the secret… they pay for themselves through
increased retention… member fees. One of the best
ways to retain members is to involve them in
personalized training.

176. How do I afford these people?
• Here’s the secret… they pay for themselves through
increased retention… member fees. One of the best
ways to retain members is to involve them in
personalized training.
• At Green Hills YMCA, 90% of clients are retained
annually.

177. How do I afford these people?
• Here’s the secret… they pay for themselves through
increased retention… member fees. One of the best
ways to retain members is to involve them in
personalized training.
• At Green Hills YMCA, 90% of clients are retained
annually.
• Secondly, members pay additional fees for personalized
training. (It generates revenue rather than being
overhead) Trainers generate their own revenue…

178. How do I afford these people?
• Here’s the secret… they pay for themselves through
increased retention… member fees. One of the best
ways to retain members is to involve them in
personalized training.
• At Green Hills YMCA, 90% of clients are retained
annually.
• Secondly, members pay additional fees for personalized
training. (It generates revenue rather than being
overhead) Trainers generate their own revenue…
• As for my wife… she continues to be a bargain for her
YMCA costing them less every time she picks up another
class or client. She actually has gotten cheaper to the
YMCA with this approach.

179. Lessons from successful YMCAs
in the area of accountability

180. Lessons from successful YMCAs
in the area of accountability
• Hire caring experts who spend the bulk of
their time with members

181. Lessons from successful YMCAs
in the area of accountability
• Hire caring experts who spend the bulk of
their time with members
• Leaning towards full-time status to
maintain continuity with members

182. Lessons from successful YMCAs
in the area of accountability
• Hire caring experts who spend the bulk of
their time with members
• Leaning towards full-time status to
maintain continuity with members
• Accent on personalized approach with lots
of price points...

183. Lessons from successful YMCAs
in the area of accountability
• Hire caring experts who spend the bulk of
their time with members
• Leaning towards full-time status to
maintain continuity with members
• Accent on personalized approach with lots
of price points...
• for both men and women

184. Time for a break?

185. SEER Memsat and
Health Seekers
How do the principles of
accountability apply to
Health Seekers?

186. Key Attributes of Behavior
Change on MemSat

187. Key Attributes of Behavior
Change on MemSat
Community perception of YMCA as leader in
building Healthy Habits (the place to go)

188. Key Attributes of Behavior
Change on MemSat
Community perception of YMCA as leader in
building Healthy Habits (the place to go)
Staff good listeners- (relationship/engagement)

189. Key Attributes of Behavior
Change on MemSat
Community perception of YMCA as leader in
building Healthy Habits (the place to go)
Staff good listeners- (relationship/engagement)
Members meeting fitness goals- (accountability)

190. Case Study
member satisfaction study
YMCA of Greater Rochester
518 North Tampa Street, Suite 250
Tampa, Florida 33602
813.318.0111 office
November 2008 877.318.0111 toll-free
813.318.0592 fax
info@seeranalytics.com
www.seeranalytics.com
© 2008

191. 56%
overall 52%
satisfaction
November 2008
YMCA of Greater 41%
Rochester 40%
YMCA of Greater
Rochester
National Average
7%
3%
1%
0%
Page 4
Excellent Good Fair Poor
How would you rate the YMCA?

192. 56%
overall
satisfaction 50%
November 2008 44%
YMCA of Greater
Rochester 41%
2008 vs. 2006
YMCA of Greater
Rochester
2008
YMCA of Greater
Rochester
2006
5%
3%
0% 0%
Excellent Good Fair Poor
Page 5
How would you rate the YMCA?

193. 59%
56%
overall
satisfaction
50% 50%
November 2008 44%
45%
YMCA of Greater
Rochester 41%
36%
2008
2006
2004
2002
5% 5% 5%
3%
0% 0% 0% 0%
Excellent Good Fair Poor
Page 93
How would you rate the YMCA?
© 2008 Seer Analytics, LLC
Tampa, FL 33602

194. Overall Satisfaction
% Excellent - Branch vs. Association Average
Eastside 71
Westside 65
Northwest 62
Association
Southwest 55
Average
56
Bay View 54
National
Maplewood 53 Average
40
Carlson 49
we help you see what's there.
Victor AFC 47
Southeast 44 SEER
Monroe 38

195. YMCA of Greater Rochester
Memsat Branch Comparison Report 2008 - Association vs. National Average
Wow

196. 63%
community The Y builds strong relationships with its members
53%
November 2008
80%
YMCA of Greater YMCA community leader in promoting healthy habits
Rochester 69%
% responding yes
83%
YMCA of Greater The Y is a good place for your family
Rochester 78%
National Average
78%
The YMCA is a good place to bring children
73%
77%
feel a sense of fellowship and belonging at the YMCA
70%
Page 20
As far as you know...

197. community
63%
The Y builds strong relationships with its members
58%
November 2008
YMCA of Greater
Rochester
80%
YMCA a community leader in promoting healthy habits
2008 vs. 2006 75%
% responding yes
YMCA of Greater
Rochester
2008 83%
The Y is a good place for your family
86%
YMCA of Greater
Rochester
2006
78%
The YMCA is a good place to bring children
81%
77%
feel sense of fellowship and belonging at the YMCA
76%
Page 21
As far as you know...

198. rating on staff
29%
engagement Staff would notice if you stopped coming
24%
November 2008
YMCA of Greater
Rochester 30%
Staff know your name
% excellent 26%
YMCA of Greater
Rochester 40%
Good listeners
National Average 33%
35%
Take the iniative to talk to members
31%
25%
Check on your progress
20%
Page 11
How would you rate the YMCA on each of the following?

199. rating on staff
29%
engagement Staff would notice if you stopped coming
24%
November 2008
YMCA of Greater
Rochester 30%
Staff know your name
% excellent 26%
YMCA of Greater
Rochester 40%
Good listeners
National Average 33%
35%
Take the iniative to talk to members
31%
25%
Check on your progress
20%
Page 11
How would you rate the YMCA on each of the following?

200. rating on staff
29%
engagement Staff would notice if you stopped coming
24%
November 2008
YMCA of Greater
Rochester 30%
Staff know your name
2008 vs. 2006 24%
% excellent
YMCA of Greater
Rochester 40%
2008 Good listeners
34%
YMCA of Greater
Rochester
2006
35%
Take the iniative to talk to members
29%
25%
Check on your progress
21%
Page 12
How would you rate the YMCA on each of the following?

201. rating on staff
29%
engagement Staff would notice if you stopped coming
24%
November 2008
YMCA of Greater
Rochester 30%
Staff know your name
2008 vs. 2006 24%
% excellent
YMCA of Greater
Rochester 40%
2008 Good listeners
34%
YMCA of Greater
Rochester
2006
35%
Take the iniative to talk to members
29%
25%
Check on your progress
21%
Page 12
How would you rate the YMCA on each of the following?

202. helped you
meet fitness 52%
goals 48%
November 2008
YMCA of Greater 43%
Rochester 41%
YMCA of Greater
Rochester
National Average
5% 5%
2% 2%
1% 1%
Very much Somewhat Not very much Not at all DK/No Answer
Page 13
How much has this YMCA helped you meet your health and fitness goals?

203. helped you
meet fitness 52%
50%
goals
November 2008
YMCA of Greater 43%
Rochester 41%
2008 vs. 2006
YMCA of Greater
Rochester
Hmmm...
2008
surprisingly slow progress
YMCA of Greater
Rochester
2006
5%
4%
2%
1% 1% 1%
Very much Somewhat Not very much Not at all DK/No Answer
Page 14
How much has this YMCA helped you meet your health and fitness goals?

204. So what are the drivers of Meet
Fitness Goals?

205. So what are the drivers of Meet
Fitness Goals?
Number involved in Group Activity

206. So what are the drivers of Meet
Fitness Goals?
Number involved in Group Activity
Quality of classes

207. So what are the drivers of Meet
Fitness Goals?
Number involved in Group Activity
Quality of classes
Engagement scores

208. So what are the drivers of Meet
Fitness Goals?
Number involved in Group Activity
Quality of classes
Engagement scores

209. Why is group activity important?

210. Why is group activity important?
• Most satisfied members

211. Why is group activity important?
• Most satisfied members
• Make friends

212. Why is group activity important?
• Most satisfied members
• Make friends
• Intent to renew at highest levels

213. Why is group activity important?
• Most satisfied members
• Make friends
• Intent to renew at highest levels
• Meet fitness goals at the highest
levels

214. Quality of classes
• Quality of classes drive members into
programs… seems to be a direct result of
poor classes and the rate of group activity.

215. Engagement of Fitness Staff

216. Engagement of Fitness Staff
• Key attributes of check on progress, notice
if you stop coming, know your name takes
initiative to talk to members

217. Engagement of Fitness Staff
• Key attributes of check on progress, notice
if you stop coming, know your name takes
initiative to talk to members
• Primarily fitness staff driven

218. Engagement of Fitness Staff
• Key attributes of check on progress, notice
if you stop coming, know your name takes
initiative to talk to members
• Primarily fitness staff driven
• Deal with accountability attributes

219. Success in meeting fitness goals

220. Success in meeting fitness goals
• High levels of group involvement driven by
the quality of classes

221. Success in meeting fitness goals
• High levels of group involvement driven by
the quality of classes
• High engagement through quality
(competent) full-time fitness staff

222. Success in meeting fitness goals
• High levels of group involvement driven by
the quality of classes
• High engagement through quality
(competent) full-time fitness staff
• Accent on personalized approach

223. Success in meeting fitness goals
• High levels of group involvement driven by
the quality of classes
• High engagement through quality
(competent) full-time fitness staff
• Accent on personalized approach
• Assists members in meeting fitness goals

224. 45%
Communications- Y keep me well informed
member 32%
service
November 2008 47%
YMCA of Greater Staff can answer questions
Rochester 39%
% excellent
YMCA of Greater 43%
Rochester Quality of classes/programs
35%
National Average
57%
Efficiency of front desk procedures
47%
50%
Ease of program or class registration
42%
Page 33
How would you rate the YMCA on each of the following?

225. member 45%
service Communications- Y keep me well informed
40%
November 2008
YMCA of Greater
Rochester 47%
Staff can answer questions
41%
2008 vs. 2006
% excellent
YMCA of Greater
Rochester 43%
2008 Quality of classes/programs
37%
YMCA of Greater
Rochester
2006
57%
Efficiency of front desk procedures
51%
50%
Ease of program or class registration
47%
Page 34
How would you rate the YMCA on each of the following?

226. 57%
other service Efficiency of front desk procedures
51%
attributes 51%
43%
November 2008
50%
YMCA of Greater
47%
Rochester Ease of program or class registration
48%
40%
% excellent
47%
2008
41%
Staff answer questions schedules, classes, etc.
44%
2006 39%
2004 46%
38%
Has the right equipment
34%
2002 35%
43%
37%
Quality of classes/programs
39%
32%
Page 97
How would you rate the YMCA on each of the following?
© 2008 Seer Analytics, LLC
Tampa, FL 33602

227. Classes good...

228. 49%
47%
individual and
group activity
November 2008 37%
36%
YMCA of Greater
Rochester
YMCA of Greater
Rochester
National Average
13%
10%
Group activities only Individual exercise only Both group and individual
Page 15
When you come to the Y, do you mainly engage in group activities or do you
mainly engage in individual exercise activities?

229. individual and
group activity 51%
49%
November 2008
YMCA of Greater
Rochester
No real change 39%
36%
2008 vs. 2006
YMCA of Greater
Rochester
2008
YMCA of Greater
Rochester
2006
13%
9%
Group activities only Individual exercise only Both group and individual
Page 16
When you come to the Y, do you mainly engage in group activities or do you
mainly engage in individual exercise activities?

230. Group Participation
is Average...

231. rating on staff 29%
Staff would notice if you stopped coming
engagement 24%
November 2008
YMCA of Greater 30%
Rochester Staff know your name
26%
% excellent
YMCA of Greater 40%
Rochester Good listeners
33%
National Average
35%
Take the iniative to talk to members
31%
25%
Check on your progress
20%
Page 11
How would you rate the YMCA on each of the following?

232. 29%
rating on staff Staff notice stop coming
engagement 24%
November 2008
YMCA of Greater 30%
Rochester Staff know your name
24%
2008 vs. 2006
% excellent
YMCA of Greater 40%
Rochester Good listeners
2008 34%
YMCA of Greater
Rochester
2006
35%
iniative to talk members
29%
25%
Check on your progress
21%
Page 12
How would you rate the YMCA on each of the following?

233. 72%
63%
rating on staff Friendliness
65%
attributes 60%
November 2008 53%
YMCA of Greater 48%
Rochester Competence
51%
44%
% excellent
51%
2008
46%
Enough staff to help you
46%
2006 41%
2004 35%
29%
Take the initiative to talk to members
32%
2002 30%
25%
21%
Check on your progress
22%
18%
Page 96
How would you rate the YMCA on each of the following?
© 2008 Seer Analytics, LLC
Tampa, FL 33602

234. rating on 40%
34%
connectedness Staff care about your well-being
35%
attributes 33%
November 2008
YMCA of Greater 54%
Rochester 47%
You feel welcome at the YMCA
51%
% excellent 46%
2008 39%
32%
You can relate to other members
37%
2006
33%
2004 29%
24%
Staff would notice if you stopped coming
28%
2002
23%
30%
24%
Staff know your name
29%
29%
Page 95
How would you rate the YMCA on each of the following?
© 2008 Seer Analytics, LLC
Tampa, FL 33602

235. Engagement scores OK...
but not Fab

236. ????
Why aren’t members meeting
fitness goals at a higher level?

237. ????
Why aren’t members meeting
fitness goals at a higher level?
Does one group skew the
results?
Segment Reports

238. Who loves you pretty baby?
• Is there a group who
really digs you?
• Is it consistent… or does
it change per attribute?
• Why do you think you are
excelling with a
particular group?
• What group do you need
to pay more attention to?

239. 59%
helped you
53%
meet fitness 52%
goals
46%
November 2008 44%
42%
41%
37%
YMCA of
Greater
Rochester
Family
membership
Adult
membership
Senior
membership 8%
5%
4%
3%
1% 1% 1%
0%
Very much Somewhat Not very much Not at all
Page 9
How much has this YMCA helped you meet your health and fitness goals?

240. 66%
overall
satisfaction
56%
November 2008
49%
48% 48%
46%
41%
YMCA of Greater
33%
Rochester
Family
membership
Adult
membership
Senior
membership
4%
3% 3%
1% 1%
0% 0% 0%
Excellent Good Fair Poor
Page 4
How would you rate the YMCA?

241. community
63%
62%
The Y builds strong relationships with its members
60%
64%
November 2008
80%
82%
YMCA a community leader promoting healthy habits
% excellent 77%
80%
YMCA of Greater
Rochester 83%
93%
The YMCA is a good place for your family
Family 79%
membership 77%
Adult
membership 78%
90%
The YMCA is a good place to bring children
Senior 74%
membership 70%
77%
75%
You feel a sense of fellowship and belonging
74%
80%
Page 13
How would you rate the YMCA on each of the following?

242. individual and 54%
group activity
50%
49%
48%
46%
November 2008
38%
36%
YMCA of Greater
Rochester 28%
Family
membership
20%
Adult
membership
13%
Senior
membership
7%
5%
Group activities only Individual exercise only Both group and individual
Page 10
When you come to the Y, do you mainly engage in group activities or do you mainly
engage in individual exercise activities?

243. 29%
rating on staff 23%
Staff would notice if you stop coming
engagement 24%
34%
November 2008
30%
22%
Staff know your name
28%
% excellent 34%
YMCA of 40%
Greater 34%
Good listeners
Rochester 36%
Family 43%
membership
Adult 35%
membership 31%
Take the iniative to talk to members
31%
Senior
membership 38%
25%
20%
Check on your progress
18%
28%
Page 8
How would you rate the YMCA on each of the following?

244. Fitness staff need to engage with
family members at a higher level
outside of group classes

245. Fitness staff need to engage with
family members at a higher level
outside of group classes
“It takes a long time to make
Activate America principles stick”
George Romell

246. Time for a break?

247. It’s good to be accountable

248. How do we ensure
accountability everyday

249. My worst customer experience to
the best experience… in the
same day

250. My worst customer experience to
the best experience… in the
same day

251. The worst…

252. The worst…
• The seamstress was just
rude

253. The worst…
• The seamstress was just
rude
• Swore I was incorrect
about my wife dropping
off her garment there

254. The worst…
• The seamstress was just
rude
• Swore I was incorrect
about my wife dropping
off her garment there
• “husbands make these
mistakes all the time”

255. The worst…
• The seamstress was just
rude
• Swore I was incorrect
about my wife dropping
off her garment there
• “husbands make these
mistakes all the time”
• I told her this was the
last $28 I was spending
there, ever.

256. The worst…
• The seamstress was just
rude
• Swore I was incorrect
about my wife dropping
off her garment there
• “husbands make these
mistakes all the time”
• I told her this was the
last $28 I was spending
there, ever.
• She banned me from the
store.

257. The best…

258. The best…
• The attendant introduced
herself by name, asked ours
and shook hands

259. The best…
• The attendant introduced
herself by name, asked ours
and shook hands
• She asked what we would be
using the item for… (she
listened)

260. The best…
• The attendant introduced
herself by name, asked ours
and shook hands
• She asked what we would be
using the item for… (she
listened)
• She researched the item on
the spot

261. The best…
• The attendant introduced
herself by name, asked ours
and shook hands
• She asked what we would be
using the item for… (she
listened)
• She researched the item on
the spot
• Got on the floor and read all
of the products, and then
suggested one that cost $67,
well below the top price

262. The best…
• The attendant introduced
herself by name, asked ours
and shook hands
• She asked what we would be
using the item for… (she
listened)
• She researched the item on
the spot
• Got on the floor and read all
of the products, and then
suggested one that cost $67,
well below the top price
• We returned 3 months later

263. The best…
• The attendant introduced
herself by name, asked ours
and shook hands
• She asked what we would be
using the item for… (she
listened)
• She researched the item on
the spot
• Got on the floor and read all
of the products, and then
suggested one that cost $67,
well below the top price
• We returned 3 months later
• And spent $3,000

264. The best…
• The attendant introduced
herself by name, asked ours
and shook hands
• She asked what we would be
using the item for… (she
listened)
• She researched the item on
the spot
• Got on the floor and read all
of the products, and then
suggested one that cost $67,
well below the top price
• We returned 3 months later
• And spent $3,000