This page contains a Flash digital edition of a book.
tech serie


As a


A highly functional, constantly


have a partner with the local knowledge and relationships necessary to secure real estate and long-term leasing agreements. Choosing the right local partner is critical, as most business in the Middle East – whether dealing with bureaucratic or legal requirements – is based on the relationship and influence network of the local individual. It is also important to do a comprehensive feasibility and market analysis to ensure the success of the business venture. As you begin to define your services


for your particular market, the key to differentiation will be the delivery of customer service, and improvement on the current standards in this area; it will be customer service which drives perceptions of value for money. One way to deliver this is to ensure that your staff are motivated and incentivised, and that there is a comprehensive in-house training programme. Securing your staff’s co-operation might help address the trend of staff moving from operator to operator, leading to a merry-go- round of poor service, inefficient clubs and high member attrition. Staines believes that: “International


standards in customer service in the region – in particular the way some employees interact with clients – needs improving. This element of human nature has been lost.” He stresses that the change must come at boardroom level, with continued investment and training. Meanwhile Ali A Al Muftah, director


of the Al Muftah group, says: “One area to differentiate yourself in the market is through investment and training in staff, which is why we put a huge emphasis on training and quality to ensure members receive excellent service.”


march 2012 © cybertrek 2012 In line with above, the key to being


unique in the market will depend on hiring the right personnel, for positions from front of house to sales to gym instructors and studio instructors. Most companies will hire senior staff from abroad and aim to hire other positions from within the local labour market. However, hiring staff from outside the region can have significant impact on your expenses because of the relocation costs; there is now a growth in the number of qualified staff within the region thanks to the emergence of training companies beginning to offer a range of courses to qualify staff in varied fitness disciplines.


THE WAY AHEAD While there are some challenges, the potential for growth in the Middle East market for fitness brands and operators continues to rise, and is worth exploring for those interested in access to a relatively stable, health-conscious society of locals and expatriates with disposable income. The key to long-term success and profitability will rest on the ability to provide quality staff, service and offerings at competitive prices.


ABOUT THE AUTHOR


Liam N Fitzgerald is the CEO of Dubai-based Nomad Leisure Solutions, which provides operational and business planning strategies to investors and owners interested in the Middle East and North African tourism, sports and leisure industry. Contact: lfitzgerald@nlsinternational.com


108


improving system, to manage most leisure environments


STAR T Tel: +44 Star Trac® Blade is th frame des The Lever design and user pre-s Section:


is a com environ proced thanks clubs, w of their Second are imp or misp effectiv Rasm


TECHN Tel:+44 ( Technogym Stations ca range of m solution,pe there will your mem CPD Mast CPD-Mast demonstra longest str informatio Section:


Fitness with SA non-bu two or Our m by tech during and lat automa exercis automa “In ge


manual custom proces differen of our would


THE A Tel:instal +44lin Thyears ae Londo ahehaas beed of th t benchm ramm


Cutti Serco L footpri its 70 le Legend Manage Since


o 50% thr pr iotgs daily proagnrd is aamm apcent r


prentice


transformKeith Section:


● Membership / CRM ● Sport & class booking ● Till & credit card ● Access control


● Fingerprint scanning ● Spa management


Contact us on: +44 (0)1423 873873 www.sportsoft.co.uk


XN LE Tel: +44 Xn Leisure the public turnkey PC including h associate w product d benefits-p the leading based mem Manageme Image cap Direct De card paym project an Section:


are face 73


Serco L are com the hea but also We aim deliver to cust environ Serco


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  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100