» Executive Focus


company supply all the equipment, BCIT ultimately chose four different lines of cardio and strength equip- ment. It is impossible for one company to be the best in every category, says Embree. “The key to making relationships


with vendors work is getting beyond the sales aspect so you become more of a peer than a prospect,” he says. He found this quickly happened once vendors understood that he had done his research and that they were talk- ing the same language. One vendor even loaned BCIT a not-yet-released prototype as a result of their good relationship.


5. Host a grand opening Originally, BCIT considered a soft


opening with a staggered introduction of the new equipment. But ultimately they decided the new equipment and new look deserved an exciting grand opening. They closed the centre for two weeks and then hosted a splashy opening day event. “Along the way we were fairly qui-


“Our previous mix of equipment allowed for 60 to 70 people to exercise uncomfortably in our gym. Now that we have a smarter layout and fewer machines, but ones that accommodate multiple people, we easily accommodate 100 people at a time and the space feels lighter and less cluttered. Members are overwhelmingly positive about the new equipment. Since the arrival of the new equipment, our average visits per day has tripled to an average of 500.”


Tye Embree fitness and wellness coordinator BCIT


et about all the changes that peo- ple could expect, which built a lot of excitement and anticipation,” says Embree. “At the grand reveal there were a lot of dropped chins.”


More Tips from BCIT: • Keep your timeline loose, if pos-


sible. You only get one opportunity to do this, so be sure the final product is exactly what you want. Go and see the equipment, try it, take measurements and don’t commit too quickly. Don’t let tight deadlines rush the process.


• Don’t be shy about bargaining


with vendors. Let them know what others are quoting. As a result you may get a better price or, like BCIT, a custom colour thrown in at no charge.


• Plan for the future. BCIT chose


to network its cardio equipment. Advertisements are currently free, but this is clearly a potential revenue stream.


• Be cautious soliciting input from


users. Gather information by listen- ing to and watching your patrons, but unnecessary conflict can arise with formal surveying and by providing too many reno details. Some veteran patrons may also be fearful of or resis- tant to change. FBC


Barb Gormley is the senior editor of Fitness Business Canada, a freelance writer and editor, and a certified personal trainer. Contact her at www.barbgormley.com.


32 Fitness Business Canada March/April 2017


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36