FBC


UPFRONT» Q&A


Q&A


Which club statistics are the most important to you and why?


A Dean Brown 16 Fitness Business Canada July/August 2016


t the Cambridge Group of Clubs, we report on every- thing under the sun and are always looking to get even


more information to help us guide strategy and business decisions. Obviously, the backbone to this


business is membership. We had Salesforce customize a CRM (custom- er relationship management) program for us, complete with dashboards, to give us daily updates on our member- ship sales at each of our three clubs. The dashboards drill down to show where individual reps at each club stand relative to their monthly goals. Aside from being great information for the general managers, this data also acts as a motivator for our salespeople who are really striving to make their goals. We also do a very thorough job of


tracking our new members, and we’re especially interested in how many complete our fitness consultation pro- cess. We track how many new mem- bers participate in the complimenta- ry assessment, the type of assessment they choose (we give them the choice of an assessment or a one-on-one train- ing session), how many we convert to training, and the number of overall members taking training. The new-member base is the best


way to grow this business, so knowing exactly what is happening with this group and how they integrate into the club environment is key.


Dean Brown COO Cambridge Group of Clubs Toronto


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