Go Get Fit: STAFF RECRUITMENT AND RETENTION IN RETROGRADE

Tuesday 10 May 2022

STAFF RECRUITMENT AND RETENTION IN RETROGRADE

This article examines how staff retention is becoming tougher, whether money is the answer, and how creating more purposeful staff can help.

Retaining staff has always been difficult in the fitness industry and has a knock-on effect contributing to poor member retention. Low pay is often cited as a factor, but teachers and nurses face similar challenges. Their sense of purpose and vocational work are things that are channelled by good fitness professionals. You have the ability to significantly improve people’s health and lifestyle, extending or even saving lives.

PT in the Pandemic

Of course, the pandemic has exacerbated the issue. Some PTs and group exercise instructors have gone it alone, running sessions online, in the park, and building an online or remote following. They blame a lack of support from the industry during lockdowns, which forced them to go direct to members and clients to maintain some level of income.

On re-opening, many found it slow to restart, or that they were not needed, and had to find other income sources. Some re-skilled or changed careers following a period of self-reflection during the pandemic.

Delivering Obesity and Inactivity

The proliferation of gig economy ‘jobs’ is another factor. You can earn more money driving around delivering food, parcels, or people. Pick your hours, be your own boss, and work when you want or need to, rather than when you must. There’s no development pathway or job prospects, but you can pay the bills.

From a ‘big-picture’ perspective, this is also negatively impacting the health of the population. They’re delivering food (mainly fast food) direct to people’s doors, transporting goods, and carrying people from A to B, making lives even less active! These big businesses have boomed due to the pandemic, and there will always be someone to do the work. However, it’s frustrating when you hear of staff switching from delivering health and fitness to delivering obesity and inactivity.

Purpose over Paychecks

One of the important headlines of the excellent sector reports by Workplace Mental Wealth is that staff need to feel their work has a sense of purpose. People need to feel valued, have a good work-life balance, and be treated well. There are many ways of supporting and rewarding staff aside from pay, although it clearly is a factor.

A great example of building a sense of staff purpose is where coaches (instructors) are delivering health checks to ex-members at 1Life. They focus on the customer’s health, and their capability, opportunity, and motivation to make small changes to their lifestyle. There’s no emphasis on selling memberships. Staff enjoy this change of objective and customers appreciate the good intention too.

Pathways and Personal Growth

Along with a sense of purpose, staff need to see how they can develop and improve themselves. Some want career progression and promotion, but not all do. Providing access to education and encouraging personal growth is a much better way of motivating and retaining your good staff. It can sometimes also identify those who find their skills better deployed elsewhere.

In the same way that you have member journeys, there should also be clear pathways for staff (new and existing) to keep engagement high, identify those who need help, and save those in need. And if you had staff pathways in place before the pandemic, they probably need reviewing now!