FBC


TRAINERS » Q&A Trainers need to grasp that mem-


A


Rod Macdonald Vice President. canfitpro


ber retention is job retention. What they don’t understand is that those non-client-members are all potential clients, and are probably evaluating the trainer whenever they see them because at some point they would like to hire a per- sonal trainer. I like to think of member- ship retention (or any sale) like build- ing a house of cards. We build the base of the house with trust, rap- port, interest, and caring. We


then add layer upon layer with other el- ements such as knowledge, experience, sense of humour, effectiveness, deliv- ery, and so on. The higher we build the house, the better it is, but it is always fragile. One bad move, be it an injury, an ill-timed joke, a critical comment, and the whole house can come crash- ing down. Everyone and everything in a club either adds to, or subtracts from, the house of cards. That includes the trainers, the instructors, the upkeep of the equipment, the cleanliness of the change rooms, music, lighting; every- thing. Members want to stay in one place, but only if they feel cared for with a true sense of belonging. If they don’t feel that, they will go where they think they will get it.


A


“Remember that trainers can only be successful with clear direction from the company and its management team and when provided with the means and tools necessary to accomplish what is expected of them.”


core values stand for and how actions are taken and shaped to obtain results with customers, suppliers and staff. 2. During the interview and hiring


process, trainers should be clearly in- formed of the mission statement and their role in membership retention. Responsibilities should be clearly ar- ticulated in the job description, and trainers should agree to all before they sign a contract. Their respon- sibilities and related actions should be re- inforced dur- ing the orien- tation process post-hire. 3.


Fred Hoffman international fitness consultant, speaker and author


Communicate with trainers


I believe that whatever takes place


in a club is a reflection of the company and its management. Policies, proce- dures, suggestions, etc., must be based on the company’s mission statement and should represent the company’s core values. The following should help motivate trainers to understand their role in membership retention. 1. If not already done, determine


the company’s mission statement (or re-visit it if one already exists). The mission statement should be a pre- cise description of what the company does and should speak to the com- pany’s culture and how it is demon- strated on a daily basis. It should state the company’s core values, what the


30 Fitness Business Canada July/August 2012


on a regular basis and, if needed, re- fer back to the mission statement and company policies and procedures con- cerning membership retention. Review and update these policies as needed and inform trainers of any changes. Remember that trainers can only be successful with clear direction from the company and its management team and when provided with the means and tools necessary to accom- plish what is expected of them.


A


members adds money to the bottom line. This additional money, as a re- sult of improved retention, pays for new fitness equipment for the train- ers to use with their clients, potential promotion opportunities and/or in- creased compensation and bonuses. Trainers need feedback. Send an


online survey to members who have worked with a trainer for their feed- back. Share the favourable survey re- sults with the trainer. Use non-favour- able results to create training tracks to improve service. Trainers need to realize that the


scope of their business is beyond just their clients. They need to service not only their clients but service all members who could be future clients. Servicing all members through con- sultations and seminars will result in higher retention numbers for the club. A recommended incentive for a trainer is a bonus for recruiting a first-time client. Keep the trainers engaged in all


club activities, communicate their im- pact on your business, and retention will grow.


Scott Lewandowski regional director Fitness Formula Clubs


A Trainers must first understand why


retaining members is important, the club’s retention goal, and how reten- tion will improve their training busi- nesses. It costs approximately three to five times more to attain a mem- ber than to retain a member due to advertising and marketing costs and sales team compensation. Retaining


Motivation is a tricky thing – it’s an


internal value that everyone needs. The old carrot-and-stick ideas no lon- ger work with long term motivation (read Daniel Pinks book, Drive.) Here is my best leadership advice: 1. Hire the right people–the play-


ers who embrace the “us” versus “me” mentality. These are the players who understand that their jobs are not a one-dimensional thing but are multi- faceted. Hire people who see the in- terconnection of everything they do with the success of the business.


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