Wednesday, 8 August 2012

Club 2.0 - How it's used... part 2 - Interaction

Club 2.0 Aspiration Finder is a brilliant tool from Technogym that enables you to know more about your members.  It is also known as the ‘Profile’ MyWellness App, part of the MyWellness Cloud.

We’re running through some of the ways clubs use the tool to further their business.  Last week's post was about improving member retention through programming. This time round, we're looking at how Club 2.0 can increase member interaction…

Interacting with club members is a key element of being a fitness instructor.  Regular contact is part of providing good customer service, and linked to member retention.  

Club staff who attend our interaction coaching workshops often say interacting with people is one of the enjoyable parts of their job.  However, they also admit to talking to the same people each day, and ask for reasons to be able to contact more members – the members who really need contact.

The Profile App (Club 2.0) helps instructors do this in a couple of ways.  Firstly, it provides the ice-breaker to the staff member, as they can find out what the member’s primary aspirations are, and approach them knowing this…

For example, a FUN person likes to socialise, is not too serious, likes meeting new people, and trying new things, particularly classes.
FUN - members who enjoy trying new things, interaction and movement

Someone who is predominantly a BALANCE aspiration will be more serious, and likes to talk about the health and wellness benefits of exercise.
BALANCE - relaxation, increased body awareness, body & mind balance
Goal setting is another problem that some members and instructors struggle with.  This is particularly relevant for members who are new to exercise, and not used to setting exercise goals.  Knowing a member’s aspirations makes it easier to sit down with them and help them define individual goals that are specific, measurable, attainable, relevant and timely.  Examples usually come easily for aspirations like SHAPE (what shape would you like to be, and why) or POWER (what training results would you like, and why).

We do not provide scripts for instructors, as they need to put their own spin on the basic aspiration foundations, rather than be actors or robots.  It is often enough to approach a member, show you know their key aspiration(s), then listen to them, perhaps asking a couple of key questions.  Any interaction should be two-way, with the instructor listening more that talking, if possible!

Fitness staff find that the profile app makes their day more interesting, so it delivers member and staff retention improvements!

The Profile App (Club 2.0) can also help with marketing.  We’ll look at this next time round.

Please let us know below if you have any comments or other uses for Club 2.0, or contact us directly.

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