» Retention


This Really Irks Me!


• Personal trainers who wear worn out or


dirty running shoes. They set a bad example for their clients, plus it makes them look like they’re not successful enough to afford proper footwear. Katarina Simons, owner, Building Balance, Toronto


• Seeing a client leading their trainer


to the next exercise or piece of equipment. It shows that the trainer isn’t in charge and in the director role. Tony Mark, co-owner, Balance Fitness, Toronto


• Staff members who say they can’t


remember names. I use a notebook, and coach others to do the same, to remember names and information about staff, members and people I speak with. I refer back to it later to refresh my memory. It really helps make connections with people. To remember unusual names, I tell people to think of a rhyme. For example, the name Ronke rhymes with donkey. When it’s time to ask for a referral or sale, it’s much easier when you already know people’s names and have relationships with them. Darlene Burgess


• Two staff members talking face to


face and excluding members. Have your conversation, but be inclusive and open it up to members so they can be included if they want to be. Kevin Attewell


• Personal trainers who take their focus


off their clients to talk to passerby members or clients make me cringe. They end up ignoring the client they are training. Darlene Burgess


• Personal trainers who stand beside the


treadmill, instead of in front of it, so clients have to speak loudly and turn their heads to talk to them. Katarina Simons


• Salespeople who use a prospect’s name


too many times during a sales conversation. It sounds unnatural and it can be annoying and distracting for the prospective member. Jerry Pilkey


A simple and objective way to evaluate the quality of your staff and their interactions with members is to send in a mystery shopper. Hire a professional consultant, or ask a trusted friend to make some basic observations.


24 Fitness Business Canada Spring 2019 • At a club where people really care,


all of the staff, even the manager, will stop to pick up a paper towel on the floor and throw it in the garbage or to replace a torn schedule on the bulletin board with a fresh copy. Angie Wood


• I like to see managers mingling


with members, finding the right bal- ance of engagement–even a wave and a smile as an acknowledgment might be enough–without distracting members from their workouts. Greg Simmons


Salespeople • You hear the best salespeople


start conversations by asking good questions around people’s needs and goals. They want to build rapport and understand what the person wants to accomplish. They don’t rush in with, “I can help you!” Jerry Pilkey, sales trainer and coach, Komoka, Ont.


• Good salespeople keep the


message clear and simple when meeting and touring new members. They avoid too much technical information (for example, brands of equipment and fitness jargon) which can make people feel inferior and possibly think, “Maybe I don’t belong here.” Darrik Smith, Program, Supervisor–Adult Fitness, Wellness & Inclusion Services, Canada Games Complex, Thunder Bay, ON 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.


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