£2.99, RRP
UPTO £1.80 PROFIT
club revenue
Energeau: Giving fitness professionals the skillset for effective sales
James Lewis General manager, Energeau Ltd
T If you are int
If you are interested in learning ho
in learning how to optimise your optimise your secondary spend and need solutions
and need solutions that not only
ondary spend t not only
provide you with extra profit, but your clients with added value, then please contact;
ide you with a profit, but
ur clients with
added value, then please contact;
Karl Schwick, rl Sch
UK Sales Manager 3 30
UK Sales Manager on 01273 303817
he majority of UK gyms are tasking the wrong staff to sell the wrong products. I wouldn’t take
advice from a hairdresser when servicing my car – nor should I expect members to take nutritional advice from a receptionist.
SOME OF OUR CLIENTS ARE GENERATING AN ADDITIONAL £200K A YEAR
To generate high levels of
secondary spend, you need to source good value, quality products – and then you have to motivate the right people to sell them. The right people in our case must be fitness professionals – that is, gym staff or personal trainers. Most members appreciate and retain advice given to them by fitness professionals, and the key for operators is to harness this inherent trust. The primary obstacle is that
fitness professionals tend to have limited sales experience, or sales confidence, so educating and
56
incentivising them is paramount. At
Energeau, we’ve become recognised as a sustainable source of secondary spend by giving fitness professionals the knowledge and skills to become effective sales people. We run a general programme for all staff, which builds understanding, excitement and buy-in from the team. For the fitness professionals, we run a nutrition programme that explores the science behind electrolyte and vitamin balance and outlines the importance of hydration during exercise. Our sales programme deals with who, when and how to approach gym members. Our trainers also provide a
management programme, which implements a range of processes and commission structures. Once the right product is given
to the right staff and sold in the right way, the sky’s the limit. Some of our operators have become so successful that 85 per cent of their members now pay an extra monthly flat rate for our product, generating an extra £200k a year.
june 2012 © cybertrek 2012
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