Think Outside the Box!


Cast your net further than your immediate competitors by borrowing ideas from thriving non-fitness businesses


BY BARB GORMLEY T


he fitness club business is changing faster than ever with club consolidation, new business models and inno- vative consumer technology


now solidly-embedded trends. As competition continues to ramp


up, now is the time to identify how your club can better serve your mem- bers and prospects—and where you need to step up your game. Here is how two successful non-fit-


ness retailers help keep their turnstiles spinning with happy clients. Could you tweak their customer service tech- niques and apply them to your club or business?


KITCHEN STUFF PLUS Kitchen Stuff Plus is a 26-year-old


company that has grown every year, even during the last two recessions, and is on target to jump from 16 to 20 locations in 2017. The Toronto-based chain credits much of its success to its robust customer service training program. “Training is easy with just three or


four locations,” says Jeff Schack, the company’s manager of training and as- sociate development, “but as we added more stores we realized we needed a formal training department and a customer service program that could withstand growth.” The cornerstone of the company’s


associate training program is its “5 Non-Negotiables of Service,” guiding


principles of service that each associ- ate must follow. “We want our custom- ers to feel at home in our stores and our associates to be successful inter- acting with customers,” says Schack. How important are these Non-


Negotiables to the company? When visiting a location, operations staff may randomly ask a new employee, in a positive and upbeat manner, “What’s the 4th Non-Negotiable?” or “Tell me everything you know about this product.”


The Kitchen Stuff Plus 5 Non-Negotiables of Service


1. Smile and acknowledge every customer Make people feel welcome and com-


fortable. Smile, and try to say some- thing more than just “Hi.” Maybe, “Is it still raining out there?” or “Your baby is so cute.” Whatever feels natural for your personality.


2. Be available “Your head should always be on


a swivel,” says Schack. “Let custom- ers know that you’re available for as- sistance, but don’t be too attentive or they’ll see you as a circling vulture and want to leave.”


3. Keep customers’ hands free Make it easy for people to buy by


taking their items to the front counter or offering them a basket. People are more apt to purchase if they can pick up items.


» May/June 2016 Fitness Business Canada 27


FITNESS EXPERT COMMENT:


“Like Kitchen Stuff Plus, clubs need to lay


out very specific customer service expecta- tions of their staff, for example, ‘say hel- lo, make light conversation, say good-bye.’ Smiling and chatting with members should be a no-brainer, but it still doesn’t happen in enough clubs. It’s also hard to hold employees accountable if you don’t have a system that sets clear expectations. And you can’t assume that staff will define being “friendly” the way you define it. “In the fitness business, staff members also


need to ‘own the floor’ by knowing everything possible about their club’s services, programs and policies. In many clubs, the personal train- ing and group exercise departments operate as silos. Instead, trainers and group exercise (and sales staff) should regularly participate in each others’ programs so they can speak about them knowledgably with prospects and members. When I hear a personal trainer say, ‘Sorry, I don’t know anything about group ex- ercise,’ it’s like fingernails on a blackboard for me. Alternatively, when people sense that staff members are working together as a team and are happy, there’s a sense of positivity in a club that attracts and retains members.”


Jodi Rumack CEO of Personal Training Mentors and a former personal trainer regional manager


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