A close relationship with members ensures Vivafit’s success
Vivafit:
very intimate To grow so quickly and dramatically, these three firms have had to learn how to do phenomenal things on a number of fronts—sales, customer service, staff instruction, standardiza- tion of systems, technology utilization, constant innovation, etc. The two critical factors that all of them identi- fied, however, when talking with CBI, were: a close relationship with mem- bers; and producing results for clients. Vivafit, which both owns and franchises facilities, would seem to have a fairly standard women-only business model: it offers 30-minute circuit workouts, nutrition counseling, and classes by Les Mills International, the Auckland, New Zealand–based provider of prechoreographed group exercise programs. But Constance Ruiz, the cofounder, along with her husband, Pedro, of the chain, under-
stands the importance of excelling. “Standing out,” she says, “is crucial to selling your brand and keeping people coming back for more.” Ruiz has done her part to help Vivafit stand apart, on at least one occasion, by dressing up as a giant apple and taking to the streets to pass out promotional flyers.
But, more importantly, she stresses connections, concrete results, and anything that serves to produce them. “That’s our focus—our focus is on results. We’ve got to deliver results. We’ve got to get it right,” she empha- sizes. “I’m always wondering: Are my members getting what they want? Do they possibly want more?’
“If we deliver tangible value, if we
surpass their expectations, growth follows almost naturally.”
The size and options offered by Vivafit
facilities foster a certain amount of interaction. Most feature a circuit with 10 machines and 10 platforms,
and modest group-exercise studios, and serve approximately 400 mem- bers; at any given time, a maximum of 20 might be on the circuit and 10–14 in a class. “So we have this small inti- mate environment,” observes Ruiz. “And we’re obsessive about knowing people’s names, and we’re always introducing members to one another.” Clubs nurture the camaraderie with regular social events: e.g., an annual Christmas party; themed par- ties every three months; and gala launches of new group-ex classes, which are open to members’ friends. “Then, in the summer, we take members out for walks,” says Ruiz. “There are always things going on.” To make sure it stays ahead of the curve with respect to member needs, for the past two years, Vivafit has conducted a comprehensive customer- satisfaction survey.
What it’s learned has prompted two significant changes: an increased >
ihrsa.org | NOVEMBER 2011 | Club Business Internat ional 57
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