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editor’s
letter
Subscriptions
Julie Albone
+44 (0)1462 471915
great inductions
Circulation Manager
YNA KURHAN
Michael Emmerson
It takes a massive amount of effort, time and energy to get to
+44 (0)1462 471932
that precious point where a new member comes into the club
Editor
for their induction: finding the site, designing the club, building it,
OCK.COM/IR
Liz Terry
+44 (0)1462 431385
fitting it out, finding and training the staff, doing the marketing,
.IST
Managing Editor
selling the membership and finally getting the new member into

WWW Kate Cracknell
the gym for an appointment with the person doing the induction.
VER:
+44 (0)1462 471906
At this point in time the new member’s expectations are at
Deputy Editor
their highest level and the club will have the benefit of the doubt in pretty much every way. This
Jo Talbot
goodwill is quite simply and straightforwardly there to be kept or lost, depending on what follows.
ONT CO
+44 (0)1462 471906
FR
When people commit to joining a health club they want to get in and get on – get exercising and
Assistant Editor
Katie Barnes
get results. They feel motivated and keen to become involved and the way they’re dealt with can
+44 (0)1462 471925
make a huge difference to how positive they feel about their new commitment to exercise.
News Desk
If their needs are understood, if they’re professionally dealt with and a programme is designed which
Pete Hayman they’ll enjoy and which will engage and motivate them, then they’ll be off on the right track and will
+44 (0)1462 471938
never look back. However, if there are any
Martin Nash
problems setting up an induction or if it’s
+44 (0)1462 471933 Creating a warm welcome
badly done, then disillusionment can set in and
Sarah Todd
+44 (0)1462 471927
and a memorable, the membership will not go well.
Tom Walker
effective induction that
Yet how much attention do we give to this
+44 (0)1462 471934
vital meeting? How much training do we give
Products Editors
empowers new members to staff. How carefully do we carry out
Mark Edmonds
and enables them to
inductions and how aware are we that if
+44 (0)1462 471933
they’re done badly, we’re almost certain to
Sarah Todd
channel their motivation
lose that member sooner rather than later?
+44 (0)1462 471927
Getting inductions right is something
Designers
is absolutely vital to the
Andy Bundy
worth spending time on and is a practice that
success of the club
+44 (0)1462 471924
will underpin the success of your club and
Ed Gallagher
business by forging enduring loyalties.
+44 (0)1905 20198 I know from personal experience over the years that inductions are often done exceptionally badly
Claire Toplis and that many people choose not to continue with their membership because of this. So much can go
+44 (0)1462 471910
wrong: delays in getting appointments with staff to do an induction can create frustration as the
Website Team
momentum is lost, lack of awareness of members’ needs can leave them feeling as though they’ve
Katie Eldridge
been ‘processed’ rather than benefitting from a bespoke programme and indifferent staff who show
+44 (0)1462 471913
no enthusiasm for the task in hand can also make for an awkward and uncomfortable meeting. Finally,
Dean Fox
+44 (0)1462 471900
lack of knowledge on the part of the staff member doing the induction can undermine confidence in
Emma Harris
the ability of the club to offer the level of instruction which the new member is expecting.
+44 (0)1462 471921 There’s a unique bond between the member of the team who does the induction and the new
Tim Nash member so it’s important that regular contact is maintained between the two and that check-ups are
+44 (0)1462 471917
done to ensure the prescribed programme is understood and is suitable, motivating and enjoyable.
Michael Paramore
When we lose members as a result of bungled and ineffective inductions, it’s not only bad for the
+44 (0)1462 471926
business, but we’re also sending people out into our catchment area with bad things to say about our
Publisher
club. We know that far more people will pass on complaints than pass on recommendations and each
Jan Williams
+44 (0)1462 471909
time this happens it is weakening the business. Creating a warm welcome and a memorable, effective
Sales
induction that empowers members and enables them to channel their motivation is absolutely vital.
Julie Badrick
+44 (0)1462 471919
Liz Terry, editor
John Challinor
email: healthclub@leisuremedia.com
+44 (0)1582 607970
Nuzhat Hayat
01604 415414
health club
S P O R T S Attractions
s p a b u s i n e s s
management M A N A G E M E N T management
Nadeem Shaikh
A NEW
3D DIMENSION FOR CINEMA
Bringing fencing to Maurice Kelly
a wider audience On re-engineering Rileys BANKSY
+44 (0)1462 471902
INDIVIDUAL THE SCARLET VS
T R E A T M E N T Three sisters open their BRISTOL
eco hotel in Cornwall MUSEUM
Getting Wigan Active
Financial Controller
THE VALUE The Fab4D experience opens
OF RETENTION at The Beatles Story museum
Measuring the impact of
your retention initiatives
MICHAL KREJZA
The head of the EU Sport uniting the
Sue Davis
Unit talks about its policies world of spas
M I K E C R O C K E T T
on the launch of the new
Soho Gyms Academy
+44 (0)1395 519398
How many 50m
swimming pools
GATHERING EVIDENCE do we need? Do we need a tourism bank? CHRIS RAPLEY DURRELL WILDLIFE
CONSERVATION TRUST
Financial Administrator
Denise Gildea
NEWS AND JOBS UPDATED DAILY ON THE INTERNET leisureopportunities.co.uk
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Credit Controller
CONTACT US The Leisure Media Company Ltd, Portmill House, Portmill Lane, Hitchin, Hertfordshire SG5 1DJ UK
Rebekah Scott
+44 (0)1462 733477 SUBS Tel: +44 (0)1462 471915 Fax: +44 (0)1462 433909 © Cybertrek Ltd 2009
november/december 2009 © cybertrek 2009 Read Health Club Management online 3
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