This page contains a Flash digital edition of a book.
editor’s letter


Subscriptions Julie Albone


+44 (0)1462 471915


Circulation Manager Michael Emmerson +44 (0)1462 471932


Editor Liz Terry


+44 (0)1462 431385


Managing Editor Kate Cracknell +44 (0)1462 471906


Assistant Editor Katie Barnes


+44 (0)1462 471925


News Desk Pete Hayman


+44 (0)1462 471938 Martin Nash


+44 (0)1462 471933 Sarah Todd


+44 (0)1462 471927 Tom Walker


+44 (0)1462 471934


Products Editor Sarah Todd


+44 (0)1462 471927


Designers Andy Bundy


+44 (0)1462 471924


Ed Gallagher +44 (0)1905 20198 Claire Toplis


+44 (0)1462 471910


Website Team Katie Eldridge +44 (0)1462 471913


Dean Fox


+44 (0)1462 471900 Emma Harris


+44 (0)1462 471921 Tim Nash


+44 (0)1462 471917


Michael Paramore +44 (0)1462 471926


Publisher Jan Williams


+44 (0)1462 471909


Sales Julie Badrick


+44 (0)1462 471919


John Challinor +44 (0)1582 607970 Sarah Gibbs


+44 (0)1462 471908


Stephanie Rogers +44 (0)1462 471906 Astrid Ros


+44 (0)1462 471911


Financial Controller Sue Davis


+44 (0)1395 519398


Financial Administrator Denise Gildea +44 (0)1462 471930


Credit Controller Rebekah Scott +44 (0)1462 733477


august 2010 © cybertrek 2010


new measures


Traditionally, if you wanted to find out what your customers thought about your operation, you asked them directly; many health club operators routinely undertake customer feedback research and score performance against a range of industry benchmarks to achieve this set of useful KPIs. Now, with the growth of social media, some of your customers


aren’t waiting to be asked – they’re telling you on a minute-by-minute basis what they think of your service, and are sharing their experiences with each other. This presents a great opportunity to monitor customer attitudes, but it also brings challenges, because there aren’t yet any straightforward ways of measuring and analysing what’s going on out there. Really getting to grips with the impact social media is having on your operation may not seem like a


priority, but experts are already advocating both listening in to the conversations that are happening online and engaging with key contributors to relevant discussions with the aim of creating brand champions. One thing’s for sure: with around 200 sites already up and running and more on the way, a growing number of your customers will be using some form of social media. Many of these, by their nature, encourage


Libel laws which apply in print, TV and radio are yet to be thoroughly tested in the social media environment and it may be more fruitful to engage and infl uence than call your lawyer


users to make judgements, turning people into critics or advocates, so you’ll find some of your customers are championing your brand, while others may be damaging it. The libel laws which protected many


businesses from criticism in print, TV and radio are yet to be thoroughly tested in the social media environment, making it the wild west of today’s world and meaning it may be more fruitful to engage and seek to influence rather than getting huffy and calling your lawyer. Until


our ability to monitor and analyse these channels catches up, this may be the best we can do. Starting to think of customers as either critics or champions could be an interesting direction to


take in any case, as it chimes well with the social media world. With this in mind, a customer loyalty metric which was originally introduced in 2003 – The Net Promoter Score – seems to be coming into its own, because its focus is on engaging with influential advocates while reshaping the views of critics. Developed by Fred Reichheld, Bain & Company, and Satmetrix, Net Promoter was introduced to


the industry this month as a new service by Leisure-net Solutions. It asks only one question – on a 0 to 10 rating scale: “How likely is it that you would recommend our company to a friend or colleague?” Based on their response, people are categorised as either promoters (9-10 rating), passives (7-8 rating) or detractors (0-6 rating). Subtracting the detractors from the promoters gives a Net Promoter score, with 75 per cent or above considered high. Leisure-net says early reports show the health and fitness industry score running at a 34 per cent average. Net Promoter claims to be comparable across industries and businesses, making it very worthy of


consideration as a new KPI which is in tune with the way management thinking is likely to be heading. It’s also structured to empower managers to address problems raised by detractors, with the aim of converting them into promoters through improvements in service delivery.


Liz Terry, editor email: lizterry@leisuremedia.com


health club management


mixing it up Introducing fusion pilates


Fiona Reynolds


The iconic venues of the future


ROBIN COPE


The founder of BMF on inspiring staff and members


MEMBERSHIP PACKAGES Stockholm FlOW HOUSE BRINGING THE SURF TO BEDFORD


NEWS AND JOBS UPDATED DAILY ON THE INTERNET leisureopportunities.co.uk


CONTACT US The Leisure Media Company Ltd, Portmill House, Portmill Lane, Hitchin, Hertfordshire SG5 1DJ UK SUBS Tel: +44 (0)1462 471915


Fax: +44 (0)1462 433909 © Cybertrek Ltd 2010 Read Health Club Management online at healthclubmanagement.co.uk/digital 3


FRONT COVER: © ANDRES RODRIGUEZ | DREAMSTIME.COM


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  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84
Produced with Yudu - www.yudu.com