Does Your Gym Have a Club Concierge; How to Maintain a Healthy Retention Rate

Club Concierge. That’s my term for a retention manager. Depending on the facility this could be a shared position or if payroll and activity will warrant it, this could be a full time person.

Before I get into a strategy, please consider the following;

1. Bain and Company research shows that increasing customer retention rates by 5% increases profits anywhere from 25% to 95%.

2. Temkin Group research shows moderate improvements in customer experience can generate an average revenue increase of 28% each year over a three year period

3. In my experience, I have seen annual attrition as high as 75% and the normal being in the 40% — 50% range. In many cases, gyms are losing half their member base every year. This puts enormous pressure on creating new membership sales.

4. I was conducting a nationwide webinar recently and most on the call acknowledged not having a defined retention strategy.

Club Concierge Job Description

The entire focus here is to reduce the member attrition percentages by nurturing new and existing members to use the gym more frequently. I’m defining nurture as helping to maintain interest and desire. The focus here is to entertain, educate, motivate, inspire and incentivize usage by using all forms of member communication (not just one source).

Here are some tips to help improve your member retention (with a club concierge);

1. It all starts with how you sell. If you sell based on features and price, you’re setting yourself up for trouble. The key to successful selling is to solve problems for people. Identify what problem they have and how you can solve it — you will have set the proper foundation.

2. Are you asking for a commitment? I see many gyms running ads that say, “Join now — no commitment.” My question is this; when is the last time someone got results at anything without making a commitment. Learn how to sell the benefits of term agreements.

3. Do you monitor member usage? This number can vary depending on the amount you charge, but generally, we want our opening person to run a report each morning of people who have used the gym 4 times or less that last 30 days. We know these will be potential problems down the road and want to be proactive in our approach, not reactive.

4. Nurturing your new members. This will help make a world of difference. We want the new members to use the gym. The goal is to get them to use the facility 20 times the first 60 days. We want to motivate, educate, inspire, incentivize and use all means to do it when it comes to connecting with the new member. Establish the habit of regular usage right off the bat.

5. Ongoing member nurturing. Here’s something I hear all too frequently in gyms; owners don’t want to contact existing members because they might remind them they are still a member and will want to cancel. Of course, that’s not the ideal business model and one that needs to change. In the end, you want to have contact will your members monthly. There are just too many ways to do this for it not to be done.

6. Entertainment business. Don’t forget this; treat this like the entertainment business. Work to keep people entertained and having fun. If they have fun, are entertained in the process and keep showing up — they will get results.

This will get you started on a successful strategy. Incentivize your Club Concierge on member usage and retention percentage…it will be well worth it. It will be like having a second sales manager, only not as expensive.

Now, go retain your members!

An Outsourced CEO, Jim Thomas is the founder and president of Fitness Management USA Inc., a management consulting, turnaround and brokerage firm specializing in the gym and sports industry. With more than 25 years of experience owning, operating and managing clubs of all sizes, Thomas lectures and delivers seminars, webinars and workshops across the globe on the practical skills required to successfully to overcome obscurity, improve sales, build teamwork and market fitness programs and products. In addition, his company will buy gym equipment from gyms liquidating or closing. Visit his Web site at:www.fmconsulting.net orwww.jimthomasondemand.com.

How to Reverse Decline and Restore Stability to your Health Club, Fitness Center or Gym

Several years ago, I received a call from a gym owner with several facilities. He called me in despair. He knew that his gym was failing because membership sales had been declining steadily.

The club owner had just received a major wake-up call. In addition to the loss of some long-term key personnel, his business has just lost a major corporate account that made up a significant part of his overall sales.

Fortunately, he had some good cash reserves. From our conversation and initial evaluation of the gym, it was clear the gym could be saved. The cash reserves would give us enough time to fix the business.

I explained the drastic action that we would need to take in order to save his gym business. It was too much, too quick and too much heartache for him. (Significant layoffs of club staff were going to be required.)

He decided not to retain our services. He looked for a miracle and hoped everything would work out in the end.

Unfortunately, he was wrong.

Approximately 4 months later, the gym owner called me again and he was very down as he spoke on the phone. Membership sales had continued to decline (which caused other sales to decline), long term members and key staff had left the club and he was now almost out of cash. He was literally down to his last $1,000 with hundreds of thousands of dollars in debt.

His gym chances for survival were gone. Within a week of his last call, he closed his business. Even worse, his home backed-up the personal guarantee on his business loan.

The saddest part of this story is the gym owner sent me an email a few weeks later. He knew that he could have avoided all of this if he had acted sooner…back when we first spoke. By failing to act quickly, he had lost his gym, his livelihood and his home.

Do not become paralyzed and fall in the trap of hoping for a miracle. You need to take immediate action to get a handle on your existing circumstances and get your business turned around.

Are You a Candidate for a Gym Turnaround?

Conducting a gym turnaround is all about reversing a gym’s decline and restoring stability to the business of the gym. There are some key factors that will help determine if your gym is a good candidate for a successful turnaround. Here are some questions you should ask yourself?

1. Is your gym still a viable business? If you were going to open this club today…what would you need to know to make an informed decision?

2. Is there still enough time left to get this done? Are there any hard deadlines looming that could stop you in your tracks?

3. Is there enough available cash to get this done? If your cash flow is good enough, many times you can use a simple float to get it done, if not, you will need outside funding.

4. Do you have a clear vision on how your gym should operate? Have you done this before? Do you know how this should look?

5. Do you have the proper management team and leadership in place? Are your key people truly committed to the success of the gym?

6. Do you have the confidence and belief of your stakeholders? Of course, your stakeholders will see you as the person who got them into this mess. You will need to win these folks over…again.

7. Do you have a structured and proven approach to get out of this mess? Go with what’s known and proven…no guesswork here.

Key Steps for the Gym Turnaround

 The first step is critical. You must recognize the need. Most gym owners wait until it’s too late. If you have a problem…face up to it now! Speaking from my consulting experience, don’t wait to admit the need until the patient is on the operating table. The longer you avoid what’s happening, the worse it will get and the more difficult the turnaround becomes.

 You must get an immediate grip on your finances. Only pay what will keep you in business. Everything else can wait.

 Next, you must take an objective look at your situation and develop short term and long term priorities. Don’t let emotion rule your decision making. Be willing to make the difficult decision.

 You will need to determine what has caused the underperformance. If you don’t know why this happened, you are doomed to repeat the mistake. Be sure and re-establish discipline.

 Establish a marketing plan and get the entire management team on board for the planned objectives. Do your research. Now is not the time to be testing new marketing ideas. Go with what’s proven.

 You will need supplier and vendor support to ensure your plan can happen. Don’t ignore these folks. Meet with each of them and let them know your situation and your intentions. The key here is good communication.

 You need to become an expert at health club management, particularly sales management. Start surrounding yourself with people who are better than you are at what you are asking them to do. Get your system in place. Assume nothing.

 Keep everyone involved in the process. Communicate, don’t keep anyone guessing. Communication is the key to most anything, but it’s the foundation when trying to keep everyone on the same page during a gym turnaround.

 Manage the process. Let people know what needs to be done and why. Then follow up. Train. Train. Train.

 Know your numbers. Don’t let the process of change distract you from the need to manage your gym. Track everything that is done in your gym just like you normally would.

 Manage with a cautious optimism. Know the risks moving forward and be prepared to deal with them. There are many elements that can stall your turnaround progress. Make a list of these potential setbacks and then a have plan if this were to happen.

 Keep your foot on the accelerator. Don’t let up. Ever. Don’t take success for granted. It’s hard work. Be on the lookout for success apathy.

Benefits of Turning your Gym Around

• You will save your investment and that of your investors.
• You can keep your well-paying job.
• You will get rid of any criticism that you have been receiving.
• You can continue to have the good things in life, such as a big house, vacations and a college fund for your children.
• You will give your gym a fresh start.
• You will increase the cash flow, the profitability and productivity of your gym.
• You will gain valuable experience that will keep you from trouble again.
• You will be able to sleep well at night.
• You will save many of your employee’s jobs.
• You will be a hero to your family, your board, your investors and your employees.
• And most importantly, you will have the personal satisfaction of knowing that you saved your business.

Learning Experience

The difference between winners and losers is that winners take responsibility for their actions and learn from their mistakes. This will be your key to bouncing back and taking the necessary steps forward. High achievement usually only comes after having a failure.

With this done, put the past behind you. Nothing good comes from lingering on the past. You need to look forward and figure out how to save your gym business.

In the end, you and your gym will survive. You will save many jobs and increase your investors’ stake in your business. Most importantly, you will have revived an important business for your community.

The key to getting out of your rut and moving forward is having very specific and defined goals. Your key goal now is to fix your gym. However, you must balance this goal with compassion since your goal will affect many lives negatively.

In addition, you must make time for family and friends and all that’s important to you.

This will give you the strength to go into the gym the next day and continue the honorable work of saving your business.

You must start immediately to give your gym its best chance to survive.

Now, go turn around your gym!

An Outsourced CEO, Jim Thomas is the founder and president of Fitness Management USA Inc., a management consulting, turnaround and brokerage firm specializing in the gym and sports industry. With more than 25 years of experience owning, operating and managing clubs of all sizes, Thomas lectures and delivers seminars, webinars and workshops across the globe on the practical skills required to successfully to overcome obscurity, improve sales, build teamwork and market fitness programs and products. In addition, his company will buy gym equipment from gyms liquidating or closing. Visit his Web site at:www.fmconsulting.net orwww.jimthomasondemand.com.

Textmunication and Fitness Management USA Announce Strategic Partnership

PLEASANT HILL, CA, Jan. 23, 2019 (GLOBE NEWSWIRE) — Textmunication Holdings, Inc. (OTC PINK:TXHD), a cloud-based mobile SMS marketing platform provider, has announced a strategic partnership with Fitness Management USA, Inc. (“Fitness Management). Textmunication will be offered as a mobile marketing solution under the Fitness Management portfolio of products and services. Both companies will collaborate to expand valued-added services, such as mobile marketing and health club consulting services, to health clubs in North America.

Wais Asefi, Chief Executive Officer of Textmunication, stated, “Jim Thomas is a true leader in the fitness consulting business with deep connections offering innovative solutions to the health and fitness industry.” Mr. Asefi concluded, “We look forward to working with Jim and Fitness Management to open new opportunities for both companies with cutting-edge technologies and fitness consulting services.”

Jim Thomas is founder and president of Fitness Management USA, Inc., a management consulting and turnaround firm specializing in the fitness and health club industry. With over 25 years of experience owning, operating and managing clubs of all sizes, Mr. Thomas lectures and delivers seminars and workshops across the country on the practical skills required to successfully build teamwork and market fitness programs and products. Mr. Thomas will be an advocate of the Textmunication mobile marketing solution to his base of clients.

“I’m thrilled to be associated with Textmunication,” stated Jim Thomas, Founder and President of Fitness Management. “Every gym needs to overcome the issue of obscurity and Textmunication has the right product at the right time for gyms to cost-effectively increase exposure in their marketplace.”

Text TXHD to short code 52236 to sign-up for news alerts and announcements via SMS.

About Textmunication Holdings, Inc.

Based in Silicon Valley, Textmunication Inc. is a leading mobile marketing solutions provider to more than a thousand clients across North America. An early adopter of next-generation text message protocol Rich Communication Services (RCS), the Company currently leverages its proprietary SMS software platform to deliver robust APIs and integrated solutions to a diverse range of end users including health and fitness facilities, beauty salons, sporting events, hospitality organizations, entertainment and digital marketing firms. Committed to ongoing innovation, Textmunication was recognized by CIO Review Magazine as one of the “Top 20 Most Promising Digital Marketing Solution Providers” of 2018. For more information: www.textmunication.com

About Fitness Management USA, Inc.

Jim Thomas is the founder and president of Fitness Management USA Inc. , a management consulting and turnaround firm specializing in the fitness and health club industry. With more than 25 years of experience owning, operating and managing clubs of all sizes, Thomas lectures and delivers seminars and workshops on the practical skills required to successfully build teamwork and market fitness programs and products.

Safe Harbor Provision:

Except for the statements of historical fact contained herein, the information presented in this news release constitutes “forward-looking statements” made pursuant to the “safe harbor” provisions of the Private Securities Litigation Reform Act of 1995. You are cautioned not to place undue reliance on any forward-looking statements in this press release as they reflect Textmunication Holdings’ current expectations with respect to future events and are subject to risks and uncertainties that may cause actual results to differ materially from those contemplated. Potential risks and uncertainties include, but are not limited to, the risks described in Textmunication Holdings’ filings with the Securities and Exchange Commission. Accordingly, readers should not place undue reliance on forward-looking statements contained in this news release and any document referred to in this press release.

Contact:

Wais Asefi, CEO

Textmunication Holdings, Inc.

(800) 677–7003

wais@textmunication.com

Fitness Management USA and 3 Elements Lifestyle Gym Licensing Announce Strategic Partnership

Fitness Management & Consulting and 3 Elements Gym Licensing Announce Strategic Partnership to help provide gym licensing programs for new gym start ups at a fraction of the cost.

DALLAS — Jan. 23, 2019 — PRLog — Fitness Management & Consulting and 3 Elements Lifestyle Gym Licensing Announce Strategic Partnership to help provide gym licensing programs for new gym start ups at a fraction of the cost.

With experience providing functional fitness and certification programs for boutique and big box fitness operations, 3 Elements Life Style Gym Licensing offers new gym start up solutions for entrepreneurs across the USA. 3 Elements Lifestyle Gym Licensing delivers a business plan and consulting services for all new licensees. “As a longtime fitness industry professional, I understand the importance of creating a business opportunity that allows the entrepreneur to make money and not have to be at the gym 24/7,” says Dave Gilbertson, President.

The extensive background and experience of 3 Elements Lifestyle Gym Licensing helps to maximize productivity and eliminate all of the guess work of a new gym start up. Their philosophy of treating the licensee like a partner makes 3 Elements Lifestyle an ideal business associate. “Any person or company dealing with Dave Gilbertson and 3 Elements Lifestyle can be confident they are getting the best possible information to make an informed decision on a licensed new gym start up,” says Jim Thomas, President of Fitness Management & Consulting.

Whether you operate a health club, fitness center, gym or other type club, Jim Thomas and Fitness Management & Consulting have a sales, marketing and operations program to fit your need, expand your market base, and keep your staff productive and enthusiastic.

About Dave Gilbertson and 3 Elements Lifestyle Gym Licensing

3 Elements Lifestyle was founded to help fitness entrepreneurs to open a licensed gym without all of high costs normally associated with gym start ups. The 3 Elements Lifestyle program offers men, women and youth the results they are looking for in a high energy, fun environment. 3 Elements Lifestyle is a privately held company based in Thousand Oaks, CA. For more information on 3 Elements Lifestyle, please visit www.3elementslifestyle.com.

About Jim Thomas and Fitness Management & Consulting

Jim Thomas is the founder and president of Fitness Management USA Inc.(http://www.fmconsulting.net/), a management consulting and turnaround firm specializing in the fitness and health club industry. With more than 25 years of experience owning, operating and managing clubs of all sizes, Thomas lectures and delivers seminars and workshops on the practical skills required to successfully build teamwork and market fitness programs and products. Fitness Management & Consulting is a privately held company based in Dallas, Texas. For more information on Fitness Management & Consulting, please visit www.fmconsulting.net.

Media Contact:

Jim Thomas

Fitness Management & Consulting

jthomas@fmconsulting.net

www.fmconsulting.net

Call/Text 214–629–7223

Dave Gilbertson

3 Elements Lifestyle Gym Licensing

daveg@3elementslifestyle.com

www.3elementslifestyle.com

Call/text 310–422–6289

Why Your Business Needs Text Messaging

Reposted from www.textmunication.com

Read on to explore reasons on why your business needs text messaging in its marketing mix arsenal.

We live in a customer-centric world. Retaining clients is as important as bringing in new clients. New clients are hard to find and acquiring them can be costly. Mobile marketing is a great tool to engage, retain and provide loyalty. A recent survey by the Harris Interactive Poll stated that 64% of consumers are likely to have a positive perception of companies that offer communication via text (Source).

Smartphones have turned into an ecommerce solution for consumers with the use of text and chat apps. More and more businesses are turning to mobile marketing due to 97% read-rates and a cost-effective solutionThe ROI is quick and the messages are received by those who want to receive them.Below are key focus areas of SMS marketing.

1) Huge Market Base:

More than 22 billion texts are sent daily. Text messaging is the most used data service in the world. About 80% of Americans text regularly with more than 6 billion texts sent daily.

2) Quick Reach of Customers:

The average open-rate of text messages is 97% and 95% of the texts are opened within three minutes.

3) Response Rate:

Average response time for a text message is 90 seconds. Text messages have a 45% average response rate.

4) Positive Perception:

65% of consumers favor companies offering communication via text messaging.

5) Consumer preference:

The average consumer sends 72 messages per day, which includes app-to-app messaging. 90% of consumers prefer texting over calling and e-mail. They prefer texting for scheduling or changing appointment or confirming reservations.

6) Texting by Age:

Teens text 91% of the time. Adults under the age of 45 receive and send 85 texts daily. Adults between 45 and 54 years send and receive 33 texts a day, while those over 55 send and receive 16 texts a day.

7) Professionals Preference:

80% of professionals use texts for their business purposes.

8) Cost Effective:

The cost of Texting is low compared to other communication methods. Direct mailers are expensive and emails are only opened 18% of the time.

Are you interested in mobile marketing for your business? Contact your Textmunication Texpert for more information on how your business can grow with mobile marketing. www.textmunication.com

An Outsourced CEO, Jim Thomas is the founder and president of Fitness Management USA Inc., a management consulting, turnaround and brokerage firm specializing in the gym and sports industry. With more than 25 years of experience owning, operating and managing clubs of all sizes, Thomas lectures and delivers seminars, webinars and workshops across the globe on the practical skills required to successfully to overcome obscurity, improve sales, build teamwork and market fitness programs and products. In addition, his company will buy gym equipment from gyms liquidating or closing. Visit his Web site at: www.fmconsulting.net orwww.jimthomasondemand.com.

How to Improve Sales at Your Fitness Center

Owning a fitness center or gym can be a great investment and career choice as they can be very profitable in all economies. While a fitness center can be successful and profitable, it does count on sales and other efforts to drive enrollment and overall revenue. I continue to work with many gyms that continually say, “I thought it would be easier than this.” When evaluating their business, it will many times come down to simply a failure to properly understand and implement sales and marketing strategies. When you are looking to improve your sales efforts at your gym, there are a few tips that can be followed that will provide an immediate return.

1. Regardless of circumstance, be sure that everyone gets a presentation. So many gyms owners work so hard and spend so much money to get someone walk in the front door and then many prospects never get a presentation. Prospects will come in wanting to work out with a friend, they just want to take a class, and they have ice cream melting in the car…you name it. If you can master this tip, it will have an immediate impact.

2. Treat everyone like a buyer. This is easy to say but very difficult for many people to follow. Don’t prejudge your prospect. Treat them like they are there to buy, you’ll be amazed at the difference. Us this tip with everything, telephone inquiries, gym prospects, follow up, corporate accounts, marketing efforts, etc.

3. Sit down with every prospect. Many personal trainers will make this mistake, but I see it across the board. Solving problems for customers is what you want to do and the customer does not know what the desired outcome is. Guide them through the process.

4. Use a pre-printed price sheet. Now, it’s my suggestion that you decide on two programs you would like to sell and that’s what you show your prospect. You want to keep this simple for your prospect AND your salesperson. Don’t show your customer a menu of options, you’ll just create objections.

5. Be agreeable. This is another tip that will take some practice for many folks. I hear and see too many salespeople trying to sell from a standpoint of disagreement. Be agreeable, it will draw people to you. Now, this doesn’t mean we lay down or anything. “Mr. Customer, I understand, it seems like everything cost more these days, what do you say, can we get you started.”

6. Ask for the sale. Of course, this is the biggie. If you do nothing else, be sure you do this one. Of everything I teach, this is consistently the most difficult one for everyone — new and even experienced. It will take practice and regular training. The big mistake everyone seems to make when they are covering price…is when the customers offers and “objection” we have a tendency to go back to selling when in reality we need to be asking for sale.

7. Follow up. This is another one that offers a significant opportunity if it’s done properly. I won’t bore you with the statistics, but most leads don’t get properly followed up on. Learn how to do this properly and you’ll always have a full pipeline. The key here is to nurture your prospects and members — in other words, work to help maintain interest and desire.

One of the big problems I continually see is how we choose to view membership and personal training sales. In the end, you’re really not selling a membership or training, but rather, you’re solving problems for people and providing solutions. You gym will need a process that allows you to do this and you’ll have be sure and snag that first sale. Where do you find that first sale? We’ll it’s you. That’s the first sale you’ll need to make before to start talking to customers. YOU must be sold. Can you solve your customer’s problem? Do you have the best gym to sole their problem? Is now the best time to solve their problem? It’s easy to say “yes” on all of this, but it will take work, regular training and accountability.

Now, go improve your sales!

An Outsourced CEO, Jim Thomas is the founder and president of Fitness Management USA Inc., a management consulting, turnaround and brokerage firm specializing in the gym and sports industry. With more than 25 years of experience owning, operating and managing clubs of all sizes, Thomas lectures and delivers seminars, webinars and workshops across the globe on the practical skills required to successfully to overcome obscurity, improve sales, build teamwork and market fitness programs and products. In addition, his company will buy gym equipment from gyms liquidating or closing. Visit his Web site at:www.fmconsulting.net orwww.jimthomasondemand.com.

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