» Supplier Profile Retention
struggling
B
because th
R
ey can't co
AND
mpete making it difficult to build re

la-
Brand
in terms of price and range of equip- tionships with the club staff and
ment. The
LO
ir fees range from $40
Y
-$90
AL
management.
per month, and they report drops in Experts agree th
TY
at creating brand
membership of over 30 % in the first loyalty begins with simply knowing
Loyalty
five months that Xsport Fitness opened your members by name and acknowl-
However, there are members who edging them as they arrive and leave
have decided to stick with their cur- your centre. It’s simple: people like
How do you develop it and keep it? rent clubs.
How do you develop it
to be recognized.

But many clubs are
What makes them stay, when the hopeless at this basic courtesy and
By Mike James competition
and keep it?
offers bigger, newer and make the mistake of treating members
more extensive facilities at significantly as numbers. A smile with a warm hello
Alexandria, Virginia, a bedroom com- lower rates? and goodbye makes people feel appreci-
munity just outside of Washington, D.C., ated. This builds lasting relationships
boasts a dozen fitness clubs. Many of What makes the stayers stay? and makes people think twice before
these clubs have been operating for over At one of the clubs, members cite considering another club.
20 years. In 2007, one of the older estab- ccoanvn't encoiempnce etae nid n ftearr mos f ohf igph ricpe reasnsd ure TheFrie Cndhely, erapsp rCoaonchcabeple tstaff mem-
lished privately-owned clubs closed and sraalnesg te aocf tiecqsu aisp rmeeansot. nTs fhoerir sfteaeys inragn pgue t. berBs autn tdh aenre a atmppoesaprhs teroe b weh aenroe “the-very-
was replaced with a new expanded fa- Rfreocm ipr$o4c0a-l $r9ig0 hpts er at mootnhtehr , calunbd s tihs eay oenre c komnomwosn t sheinrt nimamenet” a cmano hngeslpt t yhoeu re-
cility. Xsport Fitness, based in Chicago, brieg pfoarct tdor rofopr s firn eqmueemnt bterrasvheilp erosf , oavned r a tsatiany yeorsu: rH muegme fbaecrislihtieips bcaasn e ebve einmp wehre-n
now operates the 80,000 sq. ft. facility s3tr0o% ngi gn rtohue pfi ersxt efircvie sem porongthras mth wat as also fsaocned alw mitah kninegw iet dr, bififigcguelr t taon bd uboilldd reer -
with new equipment, a basketball court meXspnotiort nFeidtn. ess opened. However, there klaidtis oonn shthipe s bwloitch k.the club staff and
and a swimming pool. It is open 24 are members who have decided to management.
hours a day, seven days per week, 365 Thsticek Cwhiteh ethrsei r Ccounrrceent pctlubs. Experts agree that creating brand
day a year. Membership is just $40 per BWuth taht emrea akeps petharesm tos btaey a, wnhotehn etrh e Mloikyea Jaltmy ebs, egmainas gewr iotfh thsei mpWorlly d Bkannok wFiitnegs s
month. ccoommpmeotnit sioen ntoimff erns tb aimggoenr, gnste twheer satnady- Cyeonuterr ms in eWmabsheinrsg bton y nD.Ca.m, is ea a3n0d-y aeacr kvneotewraln-
Many of the longstanding clubs are emrso: rHe uegxe tefnacsivlie tiefas ccilain tiebs e ait mpsigenrisfiocnaanl t- oef dthgei nfitgn tehsse imnd ausstr tyh. Heey i as arlrsiov ae afrenedla lnecea ve
ly lower rates? wyroituerr , ncaetniotnrael . pIrte’ss esnitmper anled: vpoeicoepovle erl aikertis t.
Ytoo u bcae n rceocnotagcnt ihzim eda. t Bmujat mmesa1n@y wocrluldbas nakr. e
ohrgo.peless at this basic courtesy and
Creating brand
make the mistake of treating mem-
BY MIKE JAMES
loyalty begins
bers as numbers. A smile with a warm
hello and goodbye makes people feel
A
lexandria, Virginia, a bed-
room community just out- with simply
appreciated. This builds lasting re-
lationships and makes people think
side of Washington, D.C.,
boasts a dozen fitness clubs.
knowing your
twice before considering
another club.
Many of these clubs have been operat-
ing for over 20 years. In 2007, one of
members by
Friendly, approachable staff mem-
bers and an atmosphere where “every-
the older established privately-owned
clubs closed and was replaced with a
name.
one knows their name” can help you
retain your membership base even
new expanded facility. Xsport Fitness, when faced with newer, bigger and
based in Chicago, now operates the What makes the stayers stay? bolder kids on the block. FBC
80,000 sq. ft. facility with new equip- At one of the clubs, members cite
ment, a basketball court and a swim- convenience and fear of high pressure Mike James, manager of the World Bank
ming pool. It is open 24 hours a day, sales tactics as reasons for staying put. Fitness Centers in Washington D.C., is a
seven days per week, 365 day a year. Reciprocal rights at other clubs is a 30-year veteran of the fitness industry. He
Membership is just $40 per month. big factor for frequent travellers, and is also a freelance writer, national presenter
Many of the town’s longstanding a strong group exercise program was and voiceover artist. You can contact him at
clubs are struggling because they also mentioned. mjames1@worldbank.org.
48 Fitness Business Canada November/December 2009November/December 2009
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52