BUSINESS By Richard Scrivener
members accounting for approximately two-thirds or more of typical health club income. Retaining membership and fighting attrition is therefore a key objective within the gym environment, a number of staff have the potential to play a big part in the experience a new member has.
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The induction process is a highly variable experience for most. With the expansion of ‘budget’ health club franchises, the induction may involve only brief contact with reception staff to set up membership, with minimal support and guidance for the member’s health and fitness needs. Whilst the relatively recent introduction of the Health Commitment Statement ‘aims to put the primary responsibility (for safe and accessible facility use) with the individual’ this should not detract from the drive to enhance the new member experience (and thus retention) via a strong positive, supportive and individualised encounter. The ‘Optimised New Member Induction Model’ is presented to ensure the new member’s needs are catered for during enrolment and consists of five key stages.
Stage 1: Initial member interaction First impressions make a big difference. Furthermore, it is important to manage the anxieties and apprehension a new member may have. The gym instructor can make this early encounter with the new member more inviting by simply being on time, presenting themselves in a professional manner, communicating enthusiastically, and engaging in some casual conversation at the outset.
It is also important to explain the purpose of the induction and ensure the member has laid out some goals and ambitions. Although time constraints may make this challenging, this could be a good opportunity to highlight other services the health club offers (e.g. personal training). If rapport and trust have been established, that member will more likely, either during that moment or sometime in the future, seek out those additional services.
Stages 2, 3 & 4: Exercise component on the gym floor For the new member to ‘settle in’ quickly it is important they are shown where all the equipment they will use is held. When first instructing somebody to back squat or bench press it should be highlighted that safe lifting includes securing the weight plates on the bar. In addition, gym etiquette should be emphasised so that the member understands the expectations of them are to unload the barbell after use, placing the weight discs back in the correct position ready for the next member. Whilst instructing the new member with free weight exercises, safe handling of weights is an important component. For example, the need to hold dumbbells close into the torso whilst lifting them out of the dumbbell rack or the importance of attaining safe and effective spinal alignment whilst performing a deadlift exercise.
It is important not to assume that a new member understands how a workout should be structured. For example, ensure the member understands the need to warm up and cool down, the length of time that should be dedicated to components of the workout, how each component ‘looks and feels’ and which modalities would likely work
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ccording to Key Note’s 2010 Market Report entitled ‘Health Clubs & Leisure Centres’, 37.4% of adults use some sort of fitness-related facility with membership fees from existing
If Carlsberg did gym ind
best (e.g. a bike vs. treadmill if recovering from a knee injury).
When providing a first programme, it is important to ensure that safe and effective exercise posture and technique is promoted. To ‘cover all the bases’ the gym instructor could provide a short visually impactful demonstration (without additional coaching points), followed by the reinforcement of their ‘top three must-do’ pointers. The member, faced with a small amount of targeted information, should then attempt the exercise themselves with any additional positive reinforcement, fine-tuning and feedback the instructor feels is productive. During this early ‘cognitive stage of learning’, keeping to the point will aid the new member with remembering what to do when exercising alone.
However, it can be to the instructor’s advantage to provide additional hints and tips relating to the member’s previously discussed goals. For example, if the member is a keen sportsperson, the gym instructor might explain that other training such as strength and plyometric exercises would be relevant and would be keen to guide the member through a progressive programme to be able to safely and effectively participate in this training. Importantly, this will encourage their retained use of the facility in addition to their use of personal training.
The gym instructor should conclude induction sessions by providing guidance on how to progress. For example, the ‘two-for-two’ rule could be explained which suggests ‘if you can successfully complete two or more repetitions in the last set in two consecutive workouts for any given exercise, then the load should be increased’. It would of course help to provide the member with a practical example of how this plays out.
Member post-induction follow-up (stage 5): Make contact within seven days to ensure that the new member’s ‘belonging’ to their new health club is. This may be an email,
The REPs Journal 2014;29(January):18-19
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