Anytime Fitness’ approach has helped produce some 1,400 sites


the real reason, the emotional reason, that prompted them to come in. Once we know that, once we’ve completed the client-profile sheet, we can figure out if we have what’s right for them. “I think the biggest mistake a sales- person can make is not taking the time to get to know the prospect.” Once a prospect has joined, the club strives to keep them interested and engaged with, among other things, social outings, giveaway pro- grams, and weekly surveys. “What we’ve actually done,” he says, “is hire a person to call our membership base. They call a certain number of members from each club every week, and ask them, ‘What’s good? What’s bad? What can we do to improve? Do you have any comments about our staff?’ If something wrong is going on, we catch it right at the start, rather than down the road.”


“


WE GO OUT OF OUR WAY TO BE


WELCOMING AND EXTRA FRIENDLY. WHEN YOU COME IN, WE GET UP OUT OF OUR CHAIR TO SAY HELLO. WE WANT TO KNOW YOU— YOUR NAME, WHAT YOU DO FOR WORK, SOMETHING ABOUT YOUR FAMILY. WE WANT TO DEMONSTRATE THAT WE CARE, BECAUSE WE GENUINELY DO.”


When members aren’t using the club regularly, staff reaches out to them in a light-hearted way. “We just want to remind them that exercise is a priority for anyone who has a body,” says Coffey, “and we try to employ a humorous touch—you know, kid people, but also motivate them at the same time.” Videos provided by


ihrsa.org |


the franchise company take a similar tack: e.g., an elliptical unit that’s saying, “I miss you. I wish you were here stepping on me.” “It just makes people laugh,” reports Coffey. “And, half the time, they’ll come in and say, “I’ve been thinking about getting back to the gym, and that was a great reminder.” >


NOVEMBER 2011 | Club Business Internat ional 59


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