JULY 2013 LETTERS WRITE TO REPLY
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
July 2013
Clubs need to deliver better diet and lifestyle coaching
I read the article on plus-sized fitness with interest (see HCM June 13, p38) as I’m a strong believer that the fitness industry can do much more to reach out to those who need us most, getting better results for them by doing a better job at delivering both diet and lifestyle coaching. Many clubs would benefit from
offering the services of a registered dietitian, providing members with individually prescribed eating plans. The effectiveness of fitness programming can also be improved with lifestyle pattern coaching that helps people change their current habits to make weight loss last. This has been our approach at Vivafit
Staff who can connect to new members will bring clubs greater success
The new member journey: dedicated staff are key
I read with interest the first part of Guy Griffiths’ retention series, about new member journeys (see HCM May 13, p51). Having implemented a structured
new member journey in 2011, I fundamentally agree with the article in terms of the impact a new member journey can have. This is especially the case when emphasising the club’s service for the newer members, interacting more with them and even offering them tangible rewards for achieving a set number of visits. However, our experience has shown
that this on its own is not enough. What wasn’t touched on in the article is the importance of the staff’s ability to build up a relationship with the new member. We have recently hired staff specifically to mentor new members
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through the member journey, which has resulted in an average retention increase of 20 per cent over the first 15 months. Just having the member journey in place is not enough unless the right people are recruited and trained to implement it effectively. The member journey is also about
much more than getting people past the first four to six weeks: no matter how dedicated a member is, there are always periods of lapsing that need to be picked up on down the line. Recruiting staff who build genuine relationships with members is key, as they are much more likely to entice the member back to the gym.
Jack Bishop Fitness manager, Synergy Health and Fitness
Read Health Club Management online at
healthclubmanagement.co.uk/digital
Success: Carla Felix lost 53kgs in a year
July 2013 © Cybertrek 2013
for the last two years, and we have now launched VivaSlim – a nutrition and coaching software platform for health clubs that want to launch their own branded weight loss programme. It’s based on the lifestyle of the individual, helping members to identify their eating patterns: meal-skipper, midnight nibbler, emotional eater and so on. It also looks at their stress patterns – accelerator, people pleaser, procrastinator, etc. All of this is tied into an eating plan, written by a dietitian, to deliver both diet and lifestyle coaching for weight loss.
Constance Ruiz President, Vivafi t / VivaSlim
PHOTO:
SHUTTERSTOCK.COM
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