INDUSTRY INSIGHTS
Go the extra mile to ensure every member visit is an enjoyable one
MATT SANDERSON OWNER, WOODLANDS FITNESS CENTRES
I
don’t believe the current economic climate plays into the hands of any health club, independent or chain.
Independents do have some advantages,
particularly when it comes to making quick decisions about the direction the business can take. But as an independent I stick to the Six Ss – my ‘must do’ points for competing against the big chains in these economic times: • Service: Never compromise on this. Look after your members. Treat them like gods, even if they don’t deserve it. Go the extra mile to ensure every visit is an enjoyable one. Clean the changing rooms and equipment. Don’t give them anything to complain about. • Supervision: ‘How’s your exercise programme going Dave?’ It takes one second to ask, but that member will be grateful for the contact. It rarely gets asked at the big chains. • Secondary spend: Introduce the benefi ts of heart rate training and supplementation. Sell the watches and shakes and coin in that extra revenue. • Social: Buffets at the local restaurant offer a chance for staff and members to interact outside of the gym. • Showtime: Jazz up the class timetable and introduce new, themed sessions that get people motivated. • SOS: Know when to turn to external support, such as marketing agencies that can help bring in new members.
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STEVE LEWIS OWNER, THE MARLOW CLUB
both succeed, but they are likely to do so for different reasons. The reasons why multiples might thrive are location, local management, marketing power and economies of scale. If any chain club fails to tick all four of these boxes, all of the time, it will almost certainly fail, or at least under-perform. But as independents we have the chance to become
M
outstanding. To do this we must know our market and fi nd ways to deliver services that our competitors – chain or independent – cannot or do not match. This can be hundreds of different things. At our club, we’ve chosen the following: • Warmth of welcome and ongoing care provided by staff who are integrated into a culture of interest in members. • Hand-picking a few key points of physical or service differentiation: the milon circuit and the Aquarino soft drinks system. Valet car-parking is now being considered. • A focus on building friendships among members, and between members and staff, to create a core membership who are much less likely to leave.
In short, we try to provide something special for every member that will make them want to stay – preferably something our competitor does not provide.
arket conditions remain diffi cult for all health club operators. Multiples and independents can
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