decisions and be able to quickly an- swer questions or to research and fol- low-up within 24 hours.


How enduring are your customer relationships? Clubs work hard to acquire new mem- bers and to keep them (rather than replace them). Do you know how loyal your members are to your busi- ness? Understanding how engaged they are and how likely they are to maintain their memberships and refer other members is critical information. Measuring these factors can be a wake- up call to your operation. Implementing regular formal and informal surveys of your members will help determine if you are on the right track.


How balanced are your strategic objectives and business plan? Strategic objectives are key to direct- ing your business planning. Having one without the other can lead to mis- steps without achieving the desired outcome. Over time this can become


costly, confusing and frustrating for your staff and members. Be sure that your planning efforts are aligned with your strategic objectives. Provide your team with clarity and purpose to achieve what you envision for your business.


over-promising and under-delivering,


combination of “If there is a


then customers will feel they have not received value for their money.”


How coordinated are your marketing, sales and services? Too often there is a gap between sales and service functions. Marketing and sales people make the promises that the service and program team are ex- pected to deliver. If there is a combina- tion of over-promising and under-de- livering, then customers will feel they


BE PART OF THE COMMUNITY


have not received value for their mon- ey. Service and sales departments need to work together to develop a plan that is both attractive to sell and reason- able to deliver. A fresh perspective, re- spect for other departmental respon- sibilities and happy customers are the likely outcome of a coordinated effort.


Like members who rely on person-


al trainers to help them achieve their goals, there are industry consultants who can assist you in evaluating the effectiveness of your fitness business. An objective review of your business, followed by customized recommenda- tions and prioritized action steps can help you operate a more-fit business. FBC


Greg Simmons is the general manager for fitness and recreation services in the Atlantic Region (Canada) for Health Systems Group. He combines his 25+ years as a personal trainer, manager, owner and mentor helping fitness facilities start, grow and renew. Contact him at gsimmons@healthsystemsgroup.com.


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