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HEALTH CLUB MANAGEMENT

2O1O

HANDBOOK

For Curves, a personal approach based on touchpoints with members is crucial

health considerations a member may have, such as high blood pressure. The iGo fi gure software can track any attributes a club owner wishes to track and deliver these at member check-in.” For Curves, the US-based, women-

only health club franchise – which also now has more than 300 clubs in the UK

– this sort of attended check-in and staff acknowledgement is an essential part of the member experience. Curves uses the iGo Figure software but operates a highly personalised service approach, where touchpoints with the members are crucial to the business model. Jeanne Smith, director of Curves’

operating system (OS), explains: “The whole ethos of Curves is community:

Kiosk terminals are used at FitSpace to manage the joining process and issue membership cards

being ‘stronger together’. To ensure members stay motivated and positive, with success in reaching their goals, we need to stay close to them. “Our new Curves OS system,

combined with the Curves Smart technology on our circuit machines, aid staff in providing that ‘stronger together’ member experience. Curves Smart is programmed when a member joins and follows their workout journey, prompting staff to take action to aid them in having the best possible workout. We’ve effectively brought technology and personal service together to better look after our members: staff can not only quickly retrieve critical information about a member working out, but now have the ability to assist that member in staying motivated and reaching her goals.”

options open

It’s quite clear that advances in technology present health club operators with a range of options when it comes to planning or reviewing reception customer service delivery, and the question of attended or unattended member check-in has very real operational cost implications. Ultimately, it’s a matter of how much

service and at what cost, because technology and well-organised administrative structures will allow complete service automation at reception – something with which today’s customer is quite comfortable. But of course this has to fi t with the

club’s business and service model; if what happens at check-in is an important part of the member experience, then health club management software – though clearly capable these days of running wholly-automated member check-in – can equally provide extensive prompting and messaging tools to assist staff in providing a very personal service.

healthclub@leisuremedia.com

sean james

june 2010 © cybertrek 2010

Copies will be available to purchase at £25 each and all content will be available online.

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✦ Who’s who? of key industry personnel: • Private sector operators • Public sector operators • Trade associations

✦ Updated State of the Industry reports

✦ Competitive edge – charity events to motivate your staff and members for the year ahead

✦ Diary dates – a guide to all industry events, shows and networking opportunities

✦ Predictions for 2010 from key industry figures ✦ Features and reference material ✦ Multiple listings of all industry suppliers by: • A-Z • Phone book • Web address book • Product selector

✦ Company profiles including key information, contact details, images of products

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