Where Did That Member Go? by Thomas Plummer

Author:Thomas Plummer [Plummer, Thomas]
Language: eng
Format: epub
ISBN: 978-1-60679-101-1
Publisher: Healthy Learning
Published: 2011-08-10T04:00:00+00:00

Create a membership system that has many layers and options where everyone who wants help can get it at a price they can afford.

We exist to change lives and any fitness business should be nothing more than a delivery system designed to change as many lives as possible.

Change lives, and people stay longer and pay longer, which results in more income for the business, usually more profitability, and a chance to change more lives in the future.

The tool that enhances this mission to change as many lives as possible is customer service. Every member who pays us each month to belong to the club in essence trusts us to facilitate this change, and every member who pays deserves some respect from the club and its team. This glowing and somewhat simplistic business idea breaks down, however, when it comes to the direct application in most fitness businesses.

In most clubs, there are usually two distinct classes of members. There are the ones who have the money to purchase one-on-one help, and therefore get the best results from their membership, and then there is everyone else going through the motions practicing self-inflicted fitness.

Everyone else is defined as all the other members still doing their original circuit workout from the day they started, the members carrying sweat-stained copies of Men’s Health, and the wannabe bodybuilders still carrying around Arnold’s 1977 hardcover edition of The Education of a Bodybuilder. All of these people are seekers of a more fit life, but almost all will be failures since the club simply doesn’t have a system to help them that isn’t restrictive and expensive.

If we want to keep more members staying longer and paying longer, then we have to design a membership system that allows everyone to get help at a rate they can afford.

Doing this requires that you stop copying the traditional one-on-one business model and move to a system that is more inclusive for more members, yet more financially successful for the club due to a much higher percentage of your members paying a monthly fee that is higher than your rate for just a simple access membership.

The current system only serves one type of client.

The traditional training model only serves one type of client. If you are on the average a middle-aged, fat, white guy and have money, you get a trainer. If you’re not, then you are much less likely to seek out the services of the club’s training department.

The club loses money, and fails to deliver great service, by limiting its business plan to only a single user group. If you want to generate the highest revenue possible from the most members, and deliver service to the widest range of clients, then you need to expand your model to seek out the other types of clientele who are waiting for you, but are untapped because your model fails to serve them.

Following are all of the categories you could be serving in your business by expanding your current training model and by making it more inclusive.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.