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FEBRUARY 10 LETTERS
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Do you have a strong opinion or disagree with somebody else’s views on the industry?
If so, we’d love to hear from you – email: healthclub@leisuremedia.com
we need to think differently
if we’re to be taken seriously
As I write this letter, I’m in the middle manager. The GM relented on the
of the ISPAL conference at Ponds Forge, condition that I, and others, completed
where much of what we’re discussing a PAR-Q. As a result, the 200 or
concerns how we as an industry can so delegates could now access the
work together to get people more excellent facilities and keep their fitness
physically active. regime ticking over if they so wished –
Yesterday I asked at the front desk if I excellent! And of course Ponds Forge
could access the gym while staying over in also made some additional, unexpected
Sheffield for a couple of nights to attend revenue. Well done to the team for
the conference. Having checked the reacting positively.
.COM
T
O
website prior to my visit, I was anticipating However, the irony of this situation
the response I received: no, I could not, as is clear and illustrates why we need to
I had to undertake a full induction (costing ‘think differently’ if we’re really going to
OCKPHO
£15) and there were no slots available be taken seriously on our quest to get © IST
anyway. In other words, go away! the nation moving. Measurement of retention initiatives
However, I wasn’t willing to let andy king will be a key differentiator in 2010
this one go and managed to persuade community development director,
the sales manager to ask his general serco leisure retention is key, but doesn’t
need to be complicated
Well done to Melvyn Hillsdon and
Health Club Management for the recent
three-part retention series (HCM
July, Sept and Nov 09). It should really
have helped demystify some of the
calculations around member retention
and help clubs with their measurements.
According to our research at GG Fit,
not all clubs are doing so well in the credit
crunch; budget gyms and specialist clubs
are gaining and retaining, while some of
the chains are losing members. Systems
Delegates were allowed to use the gym provided they completed a PAR-Q are currently being put in place at one
major chain to manage member contact
and improve retention, and we look
the letter
Taking early legal advice can often prevent
forward to more of the same in 2010.
a problem becoming a dispute. The team at
of the law
For smaller clubs, it’s important
Croner Consulting answers readers’ questions
to remember that a system does not
have to be hi-tech or expensive. A few
Q
I have read in the national press that I should avoid clearing snow in the reports or spreadsheets will measure
street outside our business premises as I may be liable if I fail to do it one or all of the retention metrics,
properly and someone is injured as a result. Is this right? either against industry standards or
against your previous performance.
A
If the land is your own, you have a general duty to keep it safe for visitors, Then a well-written retention policy
staff etc, and therefore you should clear snow and ice and lay grit if you can. will help to improve retention.
As for land you don’t own, the press reports are a bit misleading. By clearing A key differentiator for clubs in 2010
snow and ice on, for example, the pavement in front of your premises, you are will be measurement of retention, and
not assuming responsibility for the pavement. The only liability that could really how clubs adapt customer service and
follow would be if you were negligent in some way, thereby making communications to constantly improve.
things much worse than they were before. guy griffi ths
director, gg fi t
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