facility does not leverage the motivation that brought the person into the facility. To be specific, when a person is on the verge of joining a facility, there are four opportunities that are often not lever- aged. First, there is an opportunity to ask the prospect to be as explicit as pos- sible about their fitness goals. Second, there is the opportunity to let the per- son know, in a supportive way, that not everyone who joins a club succeeds in achieving their fitness objectives. Third, there is an opportunity to communi- cate to them that the achievement of their fitness objectives requires a two- fold commitment—one from the club and one from the member, and then to ask them if they are ready to make that commitment. Finally, there is the opportunity to


ask the member’s permission to periodi- cally remind them of their objectives and ask them if they are making prog- ress. Such a conversation with a mem- bership prospect opens the door to com- munication that supports membership retention. FBC


Kristen Walsh is the associate publisher at IHRSA.


Strength, Determination & Positivity all have a new meaning to me as I go


through this journey of rehabilitation. There is still a long road ahead but, I wouldn't be complete without pausing to say thank you to my friends, colleagues & of course the unbelievable Canadian Fitness industry.


I could not be more excited to get back to our team at Lifestyle Equipment this January!


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