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Fit for Business W


e all know what a fit per- son looks like. But what about a fit business? Just like the body, suc-


cess can be affected when weak areas are not addressed and improved. Use the following questions to explore the key factors that may be holding you back from achieving your business’ full potential.


How strong is your brand? Your brand is defined as your business identity and how you are perceived in the community. More than just a trademark or a fancy logo, a brand is a collection of user experiences. If your brand promises cutting edge equip- ment and excellence in customer ser- vice and programming, be sure you are offering these. Upholding a brand promise takes continuous effort and attention to detail. A reputable brand takes a long time to build and just a short time to erode.


How agile are your staff members? Can your team members shift from


24 Fitness Business Canada March/April 2018


instructors to problem solvers to mem- ber greeters to promoters to cleaners? The service industry is fast paced and full of daily (and sometimes hourly) surprises. Hire team members with the ability and desire to be part of the big- ger picture in terms of fulfilling and exceeding their job descriptions. Set clear expectations and provide train- ing that covers handling difficult situations.


How flexible are your finances? Annual budgeting and forecasting lets a business predict expenses and make plans for purchases. But not everything is predictable. If you are stretched month to month without a cushion, it puts your business in a pre- carious position when an unexpected expense or an event causes a shortfall. Having flexibility with your finances is essential to business longevity.


How powerful is your programming? The fitness industry has never been so competitive, especially with today’s numerous branded group fitness and small group training programs. While


Questions to ask on the path to peak performance BY GREG SIMMONS


licensing these products can come with advantages, the added expense may or may not be a good invest- ment for your facility. A program plan that offers members your own unique and intriguing product—that includes consideration of your target market, strong promotion and a team of cre- ative and competent instructors—may be able to deliver similar results with- out the expense. With a lacklustre or status quo program plan, your opera- tion may survive but not thrive.


How fast is your customer response? A friend once told me that to cancel her gym membership she required an appointment (which isn’t uncom- mon), however, there was no staff per- son available to meet with her for over a week. When she called back and asked about buying a membership, there was someone available right away. The reason (e.g., a sale, cancella- tion or complaint) or the medium (e.g., e-mail, phone, face-to-face or sugges- tion box) for an inquiry should not af- fect the timing of the response. Every staff person should know the facility and its services, feel confident making


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