FBC


SUPPLIER NEWS UPFRONT» Happenings


Technogym Donates Equipment with Let’s Move for Rio


T


echnogym has donated 600 pieces of equipment through the “Let’s Move for Rio” campaign, which supports disadvantaged communities in Rio de


Janeiro. Launched in 2016, the campaign encouraged Olympic


athletes in Rio and fitness enthusiasts around the world to track their workouts on Technogym equipment and through the Technogym app using Technogym’s mywell- ness cloud. As a result, and in partnership with the Empresa Olimpica Municipal, 22 Rio facilities will be outfitted with Technogym products. As the official supplier for Rio 2016, Technogym


equipped 15 Olympic fitness facilities with over 1,200 piec- es of equipment. The company also endorsed tennis star Rafael Nadal, San Antonio Spurs and Italian national bas- ketball player Marco Belinelli and Jamaican-American track and field medalist Sanya Richards-Ross.


3 Measures to Drive the Member Experience


Use these evaluation tools to help drive initiatives to create superior member experiences BY BILLY KATELNIKOFF


E


valuating overall business per- formance to improve the mem- ber experience is the most im-


portant action a club owner can take. But which variables are the most im- portant to evaluate? Here are the top three.


1 Average member visits per month


How often your mem- bers visit your fa- cility dictates how long they will stay as members. Measure visits-per-month ev- ery month, and com- pare these numbers to the prior year as well as to the three, six and 12-month trends. When av-


erage vis- its per month per member


14 Fitness Business Canada September/October 2016


begin to dip look at the entire club experience, such as how equipment is set up, peak time equipment usage times, staffing levels and group fit- ness classes. Determine changes that may be necessary to improve member engagement.


2 Percentage of renewed


member contracts The number of mem- bers renewing their contracts reflects their long-term expe- riences at your club. If existing member renewals decrease over time look at pro- grams that reward longstanding mem- bers, such as reason- able renewal discounts and other perks. Keeping


existing


members with small perks that cost little is far cheaper than attracting new members. Basic customer acqui- sition costs can be calculated by tak- ing the cost of advertising and sales and marketing related salaries and dividing this by the number of new members attracted during the year.


3 Customer Satisfaction Surveys


Engaging a survey company, which can easily email your members, is one approach to gathering member feedback and discovering areas need- ing improvement. If you own mul- tiple clubs, this is a good opportunity to compare location results.


Billy Katelnikoff, B.Mgt., CA, is owner of Power Forwards Chartered Accountant Firm which provides chief financial officer services with an emphasis on improving profitabil- ity and making key organizational decisions for privately owned fitness clubs in Canada. Contact him at www.powerforwards.ca.


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