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New category Precor invented
the cross trainer in 1995 and now
its AMT is another world-fi rst
While the AMT boasts the technical survey their members. Hundreds of new that many operators have found an
merits to deliver superior results to users have completed questionnaires innovative new attraction and
members, ensuring instructors and about their experiences of the AMT, retention tool. Sports and Leisure
members understand its potential and the quantitative and qualitative Management (SLM) Ltd is one of the
has also been key. Members are often information obtained has vindicated UK’s most established leisure
reluctant to try new machines and this investment made by facilities. Overall, management contractors, managing 60
situation can often be compounded if 97 per cent of users surveyed enjoyed leisure centres and serving a customer
instructors aren’t properly educated using the AMT, 92 per cent would base of nearly half a million people.
about the machine and its benefi ts. recommend it to a friend and, as further SLM’s commercial director, Neil King,
With this in mind, Precor has provided endorsement, 45 per cent now consider concludes: “It’s a genuine point of
an array of educational materials to the AMT to be their favourite machine. differentiation for us – we’re attracting
accompany the AMT, from instructor new members because we have AMTs,
manuals, a bespoke website and tutorial ahead of the competition but we also know that our existing
DVDs for gym staff, through to point-of- Operators continually seek genuine customers appreciate the investment
sale materials to encourage members competitive advantage, which is easier we’ve made by bringing AMTs into our
to incorporate the AMT into their said than done in an ultra-competitive facilities. Our clubs now have a huge
workout routine. marketplace where members have such number of AMT fans, and these
Encouraging member feedback is vast freedom of choice and all too customers know that they won’t
always best practice and Precor has regularly exercise that freedom. necessarily find an AMT at a
embraced this principle from the AMT’s However, the proliferation of the AMT competitor down the road, which
inception, by encouraging facilities to in such a short space of time suggests certainly doesn’t harm retention rates.”
TO FIND OUT MORE ABOUT THE AMT, VISIT WWW.AMTFITNESS.COM
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