This page contains a Flash digital edition of a book.
Since Liebert (left) joined the company, around 60 new clubs have opened


“WHAT I REALLY LOVE ABOUT HEALTH, WELLNESS AND FITNESS IS THAT WE’RE SELLING PEOPLE SOMETHING THEY NEED”


of a different size, put them together... They’ve performed well, but we’ve now settled on a standardised format for all new clubs: 3,900– 4,400sq m (42,000–47,000sq ft) of open plan space. Within that footprint, we create space for functional training – a typical new club has a 280–370sq m (3,000–4,000sq ft) functional zone. There’s also a basketball court, group cycling studio, separate group exercise room, swimming pool and state-of-the-art kids’ club. “Since I’ve been with the company, we’ve built approximately 60 new clubs


september 2012 © cybertrek 2012


– taking our total to 415 – and they’re performing really, really well. Our old clubs are performing well too, and that’s very important because that’s still where most of our members are – the members who have been with us the longest. It’s important that we continue to invest in those clubs, and we have a number of initiatives underway in terms of remodels and refreshes to create a really great workout experience in all of our clubs. “It’s all about member satisfaction


and we use a JD Power methodology to monitor that, providing external benchmarking on our service and satisfaction scores. Every one of my senior leaders has a JD Power KPI, and we’ve seen our JD Power satisfaction scores climb over the last four years – high single-digit growth year-on-year – and even accelerate this year. I believe that’s a refl ection of all


the investment that we’re putting back into our existing fi tness clubs.”


A sense of team 24 Hour Fitness has also taken a brave but very positive step towards a non- commission environment, introduced in April 2011. “It’s not that commission sales are bad – we had good satisfaction scores when we had commissioned sales people,” says Liebert. “The dilemma, though, is that some people would prefer to join online or on their mobile device, without talking to a single person. And the more you encourage people to join on their terms, not our terms, the more it puts the sales counsellor in confl ict with the member objective. “We wanted to change things in line with what the customer wanted, but also so our team members – we call them team members, not employees – didn’t


Read Health Club Management online at healthclubmanagement.co.uk/digital 33


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