2. Be crystal clear in trainers’ roles
and the expectations. Make member retention job one. 3. Give them the tools to deliver.
Teach them how to interact and build rapport, empower them to solve prob- lems and inspire them to have a great purpose for doing what they do. 4. Model the way for them. Correct
them the moment they don’t do it right and celebrate the moment you catch them doing it right.
Mark Miller Vice President Merritt Athletic Clubs Corporate
A Trainers may simply not be aware
of their role in membership attrition. Perhaps it wasn’t discussed in their training or the club doesn’t spend time focusing on it. Many believe that the personal trainers’ role is pivotal in membership retention and that with- out their contributions a gym cannot survive. An effective strategy is to give
trainers an understanding of the rela- tive contribution they make to the or- ganization as a whole. Typical personal training contributes from 3%–12% of the gross revenue of a club. Membership retention is about mak-
ing members feel valued by providing a positive experience and creating posi- tive relationships. The more positive the trainers’ interactions with mem- bers, the better the retention will be. Obviously, training a member on a reg- ular schedule is going to create a desire to come back again and again. I tell trainers to not forget the rest of
the members, even if it means encour- aging them to do something other than personal training. In the long term, this philosophy always pays off.
Anthony Wall Director of Professional Education American Council on Exercise
Select portions of this feature were reprinted with permission from IHRSA. For more infor- mation, visit
www.ihrsa.org/industryleader.
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merrithew.com July/August 2012 Fitness Business Canada 31
4004 ™/® Trademark or registered trademark of Merrithew Corporation, used under license. All rights reserved.
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