Value vs. Motivation at Gyms

Health and fitness is increasingly becoming a lifestyle choice for many people, and the options available to train and keep fit are also expanding despite the economic climate. With the different options come different service levels and support from the club in achieving your fitness goals.

Budget clubs such as FitSpace, MiFit, and NuYuu are springing up all around the country, offering no frills memberships from £10 per month, some without joining fees or contract tie-ins. Existing gym goers are being convinced to switch and save money, but new users are also attracted by the low cost. Like budget airlines, the focus is on no frills, so members either need to be self-motivating or purchase classes or personal training sessions. For previous gym goers, this may be OK, but some of the new users will drop out unless properly motivated.

Beyond the chain clubs that most people consider when thinking of joining a gym there are other options in the traditional treadmill/bike/weights gym at prices that will fit most budgets but also offer encouragement and good customer service.

Many student or college gyms have public rates and offer a wide range of classes. The Institute in East Finchley has decent sized gym with a membership called Health Zone which provides a series of pathways to help focus on your goals, and keeps the staff in regular contact with all members. Member Tony says, “I like the monthly healthcheck and program review which makes sure I’m always getting value from my membership, plus the gym is right next to the tube, so it’s very convenient on the journey home from work.”

Personal training studios are also performing well at the moment, largely due to flexible membership options and the interactive nature of the business. “We are now attracting a different class of member with our new studio” says Browne Bailey of =Results on the border of Muswell Hill and Crouch End. “Our second studio is a classroom space for X-bike training, Kettlebells, Yoga, Boxing, and Parent & Baby classes. We put the same focus on our clients’ results as with the personal training studio, and it’s clearly a model that works for our members, as they keep coming back.”

Movers and Shapers in Muswell Hill has the same concept of buying a number of half-hour sessions, but a different environment with its PowerPlate studio. With almost 300 active members, but a maximum class size of 5 people, the staff are keen to help you to achieve and of course, to renew. “We only have a few instructors, but they are all selected for their motivational skills” says Store Manager, Chris Taylor, “We rotate instructors taking classes so that members and staff all get to know each other, and every member has staff interaction on every visit.”

For a totally different kind of workout, try a British Military Fitness (BMF) session. All classes are taken outdoors around the UK (Hampstead Heath and Finsbury Park in North London). With beginner, intermediate and advanced sessions at each meeting, BMF is not just for the super fit, nor is it run by army sergeants screaming at you Full Metal Jacket style. Member Emily says, “I love BMF, everyone gets on well; it is more sociable than a gym, and the instructors always find the perfect balance of pushing everyone’s fitness without humiliating anyone!”

If you’ve tried the gym and lost motivation, need more of a push, or just feel that you’ll drop-out before you begin, there are alternatives out there for you. You can fit your fitness into your budget, but make sure you also get the level of support that you need to achieve your fitness goals.

Programming for Motivation

Many members who joined gyms in January are now at a high risk of stopping their visits, which in time will lead to cancellation of membership. Clubs who want to retain their members will be offering exercise programme reviews from 8-12 weeks of joining (some sooner), hoping to re-energise their members.

Regular exercise programme reviews are typically recommended for fitness benefits; muscle memory, cardio or strength improvements, and progression. However, the primary purpose is member motivation. Programme reviews are critical in maintaining regular visits: our research shows that just offering a programme review increases visit frequency, which improves member retention.

In January 2010, 1,225 members were offered programme reviews at 4 leisure centres across Huntingdonshire, and visit frequency increased by 47%, i.e. from once per week to 1.47 times per week on average per member contacted. Instructors were initially confused by the results, as less than one in 5 members had actually booked a programme review, but it is clear that contacting a member to offer a review drives up visit frequency. Jai Garcia, Instructor at One Leisure Sawtry, said “it’s really great to see the positive impact of our interactions with members, and to know that just offering a programme review will increase motivation”.

We’ve visited many clubs that claim to review programs every 8 weeks, only to find the first ten cards in the file had all expired. So why do we find that on average three quarters of members at gyms and health clubs have an expired program? The two main reasons are the systems and rules being used to manage the programme review process. Work on one or both of these, and as a club you will improve your member retention, or as a member, you will improve your motivation and fitness.

Systems range from a simple card based box file to state-of-the-art Exercise Management Systems (EMS). If you can afford an EMS like Technogym’s Wellness system, then go for it. Your members can have a tailored exercise programme with start and expiry dates (or number of sessions to expiry), and both the club/trainer and member will get a reminder when the programme is due for renewal. In the middle ground, there are online solutions like the Interactive Fitness Manager (IFM) from FusingFitness and PocketPT, both of which can support clubs or individuals to maintain a current program. We’ve also worked with clubs who use members’ exercise cards, which with a little admin, also works as a system. Reception staff flip through the card boxes each week, flagging members who need to be offered a programme review, and the date that the review is offered or next required is noted on each member’s exercise card following contact. Colour coded Post-it notes are an inexpensive but efficient retention tool!

It is important to remember that rules are there to be broken when setting retention policy. Programme reviews every 8 or 12 weeks will work for the club as a whole, particularly for new members, but one size will not fit all. It is most important to check and record each member’s goals and timescales at the initial programme and at subsequent reviews. A member who visits three times each week will probably want to review their programme sooner than someone who only visits once per week. So consider setting a number of visits review (think car services – 1 year or 12,000 miles, whichever is sooner). Ultimately, it should be up to the member when they want their programme reviewed; someone who only wants 2 reviews per year should be asked every 6 months, rather than drop out of the system, or be asked every 8 weeks. In general, a reminder after 8 to 12 weeks or 20-30 workouts is good as a recommended standard or for a new member.

This is one of the reasons for the success of personal training studios where members buy a number of sessions. A review is built into the end of each block of visits purchased, with progress, goals and achievements assessed, which should lead to a further block booking. “A review after 8, 12, or 16 sessions is integral to our business model” says Browne Bailey, owner of =Results in Muswell Hill. “We show our members that they have achieved their goals, and they keep coming back for more”.

So keep it simple, or make it as complex as you and your systems can handle. Ensure all staff understand the system, what the recommended rules are, and how to bend them. Most importantly, try to keep your members on a regular programme review cycle. And for those people that don’t currently want a programme review, ask them again in 11 months’ time at the latest.

The February Rush

We find ourselves in February once again, encouraged by January’s new member sales, despite the difficult climates (financial and meteorological). Some staff put their feet up after all those inductions, but now is the time to work even harder at retaining members.

Member questions:

• How many new members in January?
• How many inactive members “re-joined”?
• How do you make other members feel valued too?

Motivation / Programming:

• When is the next appointment with each new member?
• Will a program review motivate them, or not?
• What will motivate them – friends/class/PT/outdoor/GP?

If a member has not been for n days, will you:

• Call or text?
• E-mail?
• Send them a banana?

(and what is n?)

There are only 4 weeks in February. Make them count!

January Gym Offers

January is perceived as the busiest month for health clubs and gyms as people resolve to get fit, join, and then stop going a few months later.

Interested to find out what local clubs are doing differently in 2010, I’ve visited and spoken with managers and members at chain clubs, leisure centres, private clubs, and studios around North London. It seems the classic waived joining fee is still the standard policy to encourage new joiners, followed by a 12 month contract, but some clubs are being more innovative, and are reaping the membership rewards.

The big chains are offering the same old formula of discounted joining fee, sometimes dressed up as free membership periods. For example, at LA Fitness you can enjoy 3 months free, when you sign up for 15 months premier membership (which gives access to other clubs in the chain). If you will make use of other club locations and are happy to be locked in for the long term, this is great, but it doesn’t give me the impression that these clubs have much confidence in their member retention methods. The alternative is a 12 month single club contract, but with no discount. Virgin Active in Crouch End and Fitness First (women only) in Crouch End have similar offers.

The Laboratory next to Alexandra Palace in Muswell Hill is much more confident about retaining members, with a monthly cancellation option. Prices are comparable to the chains, but there is big focus on customer service and the integrated gym, swim, spa offering rather than January sales initiatives. General Manager, Vas Hava anticipates having to re-introduce the new member waiting list soon, due to the recent success of new member sales. “Our members expect a certain level of service, and we make sure that we deliver because then happy members bring their friends along.”

Local personal training studios seem to be doing very well at the moment, and bring a great alternative to the 12 month sign-up, along with better motivation and coaching. Movers and Shapers is a Power Plate studio in the heart of Muswell Hill, selling blocks of 10 half-hour sessions. A monthly Direct Debit membership option is newly also available for frequent visitors, but the majority of members still buy blocks of sessions. New member Tracy enjoys the social nature of the workouts; “every session is like a one-to-one, but with a small group of friends. The instructors are all really friendly and I’m really looking forward to toning up after my pregnancy.”

Park Road Leisure Centre offered (reduced price) gift memberships in December, but now has standard annual, monthly, and pay as you go memberships. “December was a bumper month for new joiners,” says Tony Harrison, Senior Fitness Instructor, “and our new member induction timetable is nice and full as usual in January.” The local leisure centre is the most flexible and best value around, and they also have the systems and equipment in place to help with your motivation.

If you do what you’ve always done, you’ll get what you’ve always got, as the motivational speaker’s saying goes. Joining a gym is seen as a January duty for many. If you’re looking to do it in 2010, do it differently, with a club that does it differently, and you might just notice a difference.

15 TIPS FOR JOINING A GYM

Thinking of joining a gym in 2010? Here's what you should think about before you start looking, when you go on a tour, and during a trial membership:

Before you start looking
1. What’s your goal? (fitness, shape, weight loss/gain, etc)
2. What will motivate you? (friends, environment, personal trainer, etc)
3. When / how often will you visit? (should it be close to home or work)
4. What facilities do you need? (gym, classes, pool, etc)
5. How much time/money do you want to commit?

Ask on your gym tours
1. Can I have a trial membership?
2. What are the options, can I upgrade/ downgrade/ freeze/ cancel?
3. Do I need an induction and will you set/review my program?
4. Are your instructors REPs certified? (Register of Exercise Professionals)
5. What’s included in the membership, and what’s extra?

To-do on your free visits
1. Visit at peak times, and times you would normally use the club
2. Use the facilities you need (check out the others)
3. Talk to instructors and other members
4. Haggle. Will the club waive the initiation, or reduce the monthly fee?
5. Share your goal with the instructors so they can help you

Merry Christmas

We wish you a very Merry Christmas
and a Happy, Healthy and Prosperous New Year

Pru cuts gym discounts

Interesting news last week in the Observer that PruHealth is cutting discounts on gym memberships. From policy renewal, the maximum gym membership discount available will be 25%. I’m surprised this hasn’t happened earlier, or that better processes haven’t been put in place to check on members’ commitment to their fitness.

Several club managers that I’ve visited have told me of members who seem to visit gyms just to swipe-in and maintain their level of vitality points (or similar at other providers). Some occasionally work-out, but there are a lot of people cheating by giving false data. A director at PruHealth who I spoke to last year said they were most interested in building critical mass, and not so worried about people exploiting the system. Now it seems that both the clubs and PruHealth will be losing members.

I think that the practice of discounting either gym membership or medical insurance in a partnership is a great one, but it clearly needs more monitoring than the current “visits per week”. Full health screening is expensive and does not necessarily link to effort. However, if the gym measured members’ performance with an exercise management system, it could report calories burned, weight lifted, or any other exercise parameters, rather than simply visits. This data would be appealing to the right kind of members/policyholders, and invaluable to the insurance company.

Sure, there would be a big brother aspect about this information, and I expect that the health informatics guys would have something to say about it, but I believe that it would work better than the models tried so far. It would also need much closer partnerships between the insurance providers and health clubs, but that would be another good thing, and might even lead to more healthchecks being carried out at the gym.

10k along Brighton Seafront

Up early this morning to get down to Brighton for a breezy 10k run along the seafront with Brandon, owner at FitForAll, a friendly, results focused gym in Hove.

A couple of FitForAll members joined us, and we headed down to the bracing seafront, running from Portslade eastwards past the old pier, and up to the new pier. Brandon certainly extolled his “local gym” image by saying hello to most of the people we passed, runners and pedestrians alike. The wind on our backs helped on the outward 5k, but it was a different story on the way back.

I wasn’t allowed to stop for a breather, so we slowed the pace for a few minutes before picking it up again. Cutting inland by a couple of blocks reduced the wind resistance, and Brandon kept me going with local knowledge and points of interest.

Back at the club 50 minutes later, I have to say it was a tough run but very enjoyable, and set me up for a good day’s consulting (and a good nap on the train home that evening!)

Measuring Retention

We hope you’ve been reading Melvyn Hillsdon’s retention series in Health Club Management about outlining your retention strategy and measuring effectiveness. The articles help to demystify retention calculus, setting out four measurements:

• Member Retention
• Member Attrition
• Membership Length
• Dropout Risk

Using some or all of these metrics, and setting clear targets is the key to improvement. As long as you measure consistently, you can check on progress.
You will need a system to measure effectiveness, but it doesn’t have to be a high tech computer based tool; a system could be a spreadsheet or a list. The secret to a successful system is to get the buy-in from the people using it and feedback the results.

HCM July 09 p37 – member retention
HCM Sept 09 p45 – member retention part 2
HCM April 09 p69 – retention software

More next time on member contact and communications.

Sell software downstream to achieve results

Why do so many software packages fail to deliver the solution promised? How come you’re struggling to achieve the amazing results that were presented in the case studies? Where is that return on investment?

One key factor is that the sales process often stops when the deal is done. The price is agreed, contracts signed, and management happily looking forward to the results and performance improvements. Next, staff are subjected to training and told of all the new tasks that they now have to do. There’s no need to sell to them, right? They’re just the staff, and the hard work has already been done getting the price right and contract signed.

Consider these alternatives:

1. Management involve staff in the sales process and also get involved in the training to show their buy-in, and ensure the staff buy-in to the solution
2. The sales process continues through the implementation of the system, ensuring needs are met and everyone realises the benefits (personal and corporate) of the new tasks that they have to do
3. Goals are set throughout the implementation, to show quick wins and ongoing benefits, to ensure everyone continues to buy-in to the new solution

The hard part often comes after the financial & contractual sale is complete. Focus on continuing to sell the solution throughout the organisation and you will have greater success, and possibly even exceed the promised ROI.

There are other alternatives and other important factors, such as not overloading on training. Why not add a comment with alternatives you’ve experienced?