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Investing in the estate Refurbishments
at clubs such as Dorking (above) have,
in many cases, resulted in a double-
“THERE’S ALWAYS MORE THAT CAN BE
digit growth in membership sales
DONE TO IMPROVE MEMBER EXPERIENCE.
in refurbishing the site, we’re seeing the
benefi ts coming through in terms of
I’LL NEVER SIT BACK AND BE CONTENT”
increased membership sales – double-
digit growth – and decreased attrition.
“And people are buying into the fantastic personal training goals, perhaps, wanting to focus on strength training,
Harpers Experience programme [fi ve or who’s trained really hard to run their and those who’d rather their gym wasn’t
personal training sessions for £20 in fi rst marathon, all the way through to dominated by the grunting and groaning
the fi rst eight weeks of membership] people who are simply heroes because of weight lifting. “We’re looking at some
which was launched last year. It’s helping they’re the life and soul of that particular potential sites to trial the concept at the
with attrition as well as with sales of gym, or because they’ve raised money moment,” says Millman, “but we’re
personal training – the magic number for a local charity. It can be anything taking the time to correctly evolve the
kicking around is that our PT sales are where people have done something offering; lots of new ideas keep coming
465 per cent ahead of where we were extraordinary, and we’re going to cascade out when we bounce the idea off people.”
this time last year. I think we’re on the it up to national awards with prizes and a Are they likely to introduce other
third re-forecast of our expectations for gala dinner. It’s a way of creating a feeling niche concepts – women-only gyms,
the fi nancial year – and we’ve only just of community among the members and for example? While not detailing any
reached the half-year point – because making people feel special.” specifi c plans, Millman acknowledges:
Kevin [Yates, national health and fi tness “We’re continually looking at different
manager] keeps breaking all the targets. ongoing innovation initiatives. These provide more ways for
“Harpers’ Heroes, which is going live as But the willingness to try new things us to make money, obviously, but more
we speak, is also something I’m excited doesn’t stop there. The company is, for importantly they further the experience
about as a way of enhancing the member example, experimenting with niche and the offering we bring to members
experience and improving retention. It’s a offerings: a weights-focused gym concept and potential future members.
programme where we ask our members called Harpers Steel is currently in “We’re always looking at new ideas
to recommend another member who’s a development in response to an identified across the whole business. For example,
hero – somebody who’s achieving some need among members – both those the other day we were asking ourselves
june 2009 © cybertrek 2009 Read Health Club Management online 31
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