S Darrik Smith


keep statistics on memberships, demo- graphics and swipes, which is standard practice but doesn’t really tell us how our facility is used. This is where we tap into our staff members to help us dig deeper into our usage. For fitness class programs we always


T


take attendance statistics, which, in conjunction with registration software data, allows us to identify our most popular class times and to also statisti- cally capture members who access our classes free of charge. Staff members supervising our


weight room and track areas provide customer service and also track use by gender per hour. With this information we determine the total use by males and females and the approximate number of people per hour per area of the facility. Our lifeguards track bather loads using a similar method. These statistics allow us to better


allocate resources by area and time of day, to offer the best service pos- sible for our clientele, and also provide us with the demographic information necessary to understand trends.


Darrik Smith program supervisor–Adult Fitness & Wellness supervisor–Inclusion Services Canada Games Complex Thunder Bay, Ont.


he Canada Games Complex is a relatively large facility at 40,000 sq. ft. and with approxi- mately 3,000 members. We


tats relating to general busi- ness operations are obvious: revenue generated, accounts re- ceivable, payroll and marketing


expenses. Regarding sales, we track several


stats that reveal how well we are pay- ing attention to the day-to-day pro- cesses that bring in new business and retain current clients:


New Prospects for the Month: This


statistic indicates the response to our current marketing initiatives. Since we want long-term value from the dollars spent on signs, artwork, etc., our goal is to reuse promotions that attract traffic and to retire those that don’t. Prospects Converted Into New


Clients: Bringing prospects through the front door is one thing, but an in- ability to move prospects into the stu- dio negates our opportunity to make the sale. This stat is reviewed monthly with each salesperson and provides an excellent opportunity for ongoing sales training, role-playing, etc. Prospects Renewing Their


Training Packages: This speaks di- rectly to the perceived quality of the experience by the client. A highly pro- fessional trainer recognizes the impor- tance of the initial client intake–con- ducting a consultation that establishes the needs and the goals of the client, setting the pace, and understanding clearly the client’s desired experience.


Linda Burden owner 440Fitness for Men and Women Burlington, Ont.


Linda Burden


David Hardy


models to reflect the shift. For this rea- son, one of our most important reports at the moment is our monthly dues roll. It tells us if we are attaining and retain- ing higher-paying members. We have several reports that reflect daily sales activity–the one number I pay most at- tention to is number of appointments by club. We have determined that our suc-


W


cessful clubs typically book more than 300 appointments per month. If clubs are not on track for that level of ap- pointment booking early in the month, they cannot catch up by the end of the month and the likelihood of a success- ful month is much lower. Lastly, I review our club net pro-


moter scores daily, which reflects di- rect member feedback through scores and comments. I have found this is the fastest way to identify what is and isn’t working at the club level, includ- ing cleaning, equipment upkeep, re- ception coverage and staff/member engagement.


David Hardy president Franvest Capital Partners Edmonton


NEXT ISSUE’S QUESTION:


How do you recognize outstanding prospects when you interview them for a job with your company?


To respond to this question or to sug- gest a question for a future Q&A, contact Stephen Longwell at stephen@fitnet.ca.


July/August 2016 Fitness Business Canada 17


orld Health Edmonton is currently moving up-mar- ket with upgraded member services and new pricing


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