INDEPENDENT FOCUS
PATRICK DORMEUIL
OWNER, OXYGEN HEALTH CLUB,
PENZANCE
A
lthough our industry will
continue to be tested by
the fragile economic conditions, independents
– with our passion for our vocation and our dedication
to a personalised service – have a unique opportunity to
capitalise on this weak environment.
DAVE WRIGHT
The large chains cannot offer the same fl exibility, variety
and high levels of service we can, as they’re committed to MD, FEELGOOD FITNESS
offering a product that appeals to the masses. We, on the
other hand, must continue to develop our niche market,
showing our members how they can achieve tangible results
in a trusting environment and with a personal touch. T
he recession of the past 18
months has proved to be a
saving grace for the independent
The customer is king: never has this been truer than it is operator – the lack of available money has slowed down
today. The era of taking customers’ money without offering the aggressive expansion strategies that many of the
an exceptional service has all but gone. Now, they rightfully chains had planned. This has provided breathing space for
expect added value with an honest a la carte menu, rather independents, allowing us to focus on what we do well and
than a restricted menu with complicated hidden ingredients prepare for the fi ght ahead.
and poor service. Independents can and should offer clear Opportunities still lie in the fact that independents are
and simple choices: contracts at an ‘economy class’ price, quick to act/respond, as they don’t have to answer to
for example, or no contract at a ‘business class’ price. boards and management: remember, it’s not the big that
Joining fees are also becoming an increasingly sensitive eats the small, but the quick that eats the slow.
issue, so now could be the perfect time for independents to Maximising auxiliary spend is the greatest opportunity for
lead the industry by eradicating them. independent operators – being able to help our members
However, if we’re to take full advantage of the more via value-added services. Supplements, group personal
opportunities before us, we need to look at our sales training, weight loss programmes and so on will lie at the
processes. The majority of independents cannot afford heart of successful independents’ businesses.
the luxury of employing dedicated sales people, yet The ability to enrol members into enforceable contracts,
the recruitment and retention of new members is the and then to continue to service those members in the
backbone of our business. It’s essential that we invest in friendly and engaging way that only we know how, is also key.
the training of colleagues who can multi-task and fulfi l that In a nutshell, independents should guarantee their
role – we cannot rely solely on marketing companies to cashfl ow with contracts, then secure more money per
generate sales for us. member from auxiliary products and services.
42
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