Do You Operate Your Gym with a Sense of Urgency?

A quick check showing the definition of urgency to be; 1) to act promptly; 2) act with intention to make things happen; 3) doing what needs to be done immediately.

So, here’s what I see frequently in gyms…many time there are lots of good things going on but the business and staff have become stagnant because of a lack of urgency. Here’s the deal, without urgency, it simply doesn’t matter when something is done…it could be tomorrow, the next day, next week, next month or even next year. By simply acting with urgency can make all the difference in getting your business back on track or maximizing the opportunity.

Here are some things to consider if your gym needs a kick-start with urgency:

  1. As an owner, manager, department head, sales person…make your own smart, quick decisions with confidence. It all starts with you, right? This is a way of thinking you want to act on immediately and your behavior will help train your team to act accordingly.
  2. Identify obstacles to your staff’s progress and quickly remove them. Take a look around for obstacles that are getting in your way of acting with urgency. In many cases, I have seen the commission schedule or the lack of one being an obstacle. In the end, a simple process is usually a successful process.
  3. Establish a culture that is focused on outcomes, not individual tasks. Here’s the bottom line on this, effort without results is meaningless.
  4. Communicate consequences for inaction; clarify what happens if desired outcomes aren’t met. Too many managers think consequences mean they fire someone, not so. My favorite is to role play the telephone inquiry script in front of the group — if we’re not setting phone inquiries or not getting shows….that will normally get them to memorize the script. Or in the sales process, many times we will roll out a Love at First Sight Offer.
  5. Identify what systems work for your gym and eliminate the systems that no longer serve you. Don’t keep old, tired ways of doing things in place just because “that’s the way you’ve always done it.”
  6. Announce and celebrate small success to demonstrate what happens when desired outcomes are met. For example, break a sales record; the entire team goes out to dinner together to celebrate. Or celebrate when members sponsor in a new members and receive their gift before the deadline.
  7. Agree on deadlines and provide reminders. Final day for a membership special. Final day to sign up for a class. Final week on the referral contest. You get the idea — then be sure to communicate across many different platforms….in club signs, email, phone, social media….
  8. Keep meeting short by always providing an agenda. Always have a planned, crisp agenda for each meeting. Don’t allow the meeting to drag from the original intent.
  9. When speaking, get to the point quickly; encourage your team members to communicate in a similar manner. Say what you want, when you want it and get to work — no long drawn out explanations necessary.
  10. Demonstrate leadership by example by meeting your personal deadlines. This one should be simple enough; leadership by example.
  11. Hold one-on-one meetings to secure each staffer’s buy-in to the team. Meet with EVERY team member and communicate the expectations and their understanding of each — you must get 100% acknowledgement and buy-in before you can get started…..and then be sure you follow-up.
  12. Follow up. It will not be good enough just to express your expectations, you must continue to follow up and train where necessary. The culture of urgency will never be important to you staff until its first important to you.

Now, go get it done…now!

AnOutsourced CEO and expert witness, 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 or www.youtube.com/gymconsultant.

4 Signs it’s Time to Hire a Lead Generation Company for your Gym

One of your primary responsibilities as a gym owner or operator is to make sure the door is swinging, the phone is ringing, the email is dinging and the text is pinging.

Do you think your membership sales team could benefit from the expertise of a lead generation company to get things going, but you’re not sure you’re there yet?

Should you wait until membership sales or private training reach a certain level before bringing someone in? Should you just ride this slump out? Like anything in the the gym business, you want to be confident that you will see a return on your investment.

With that in mind, here are 4 telltale signs that you may be ready to bring in the outside help of a proven lead generation company for your gym.

1. Your Membership Sales Have Dipped (and overall traffic is down)

This is the most obvious issue.

Your sales numbers aren’t where you want them to be. However, you’re still confident that you have a strong sales team (including management) in place and you want to ensure that you’re giving them everything they need to succeed.

Bringing in the gym experts can give them a chance to examine your policies and procedures to find any gaps or opportunities, while they can also look at your sales culture and selling capability.

2. You Feel That You’ve Plateaued

Maybe your sales numbers are fine. But they’ve remained “fine” for months and you feel like your team is capable of more.

You may have done an expert job of recruiting and training your current roster of membership sales superstars, but they have gone as far as they can with the resources you have in-house.

Many times a fresh perspective can be invaluable when you’re looking to take your gym to the next level.

3. You’re Chasing Unqualified Leads

Everyone wants a sales funnel that is overflowing with nothing but qualified leads. However, we don’t have to tell you that this is not how the real gym world works.

Unqualified leads remain a major challenge in every gym. In fact, half of surveyed gym owners say that increasing their lead-to-customer conversions is their biggest challenge and their top priority.

A team of lead generation gym experts can help you gain access to more leads and ensure they’re qualified.

4. Your Sales Team is Spending Less Time Selling

Is your full-time sales staff only selling part-time?

This is another major issue that plagues many gyms. The average membership salesperson today is only spending about a third of their time on actual selling (or even less). The rest of the time, they’re performing non-revenue generating activities like prospecting leads or writing/ responding to emails.

Of course, these other tasks are crucial to their ability to sell memberships and do their jobs. But should they really take that much time? Two-thirds is too high. You can do better.

A lead generation company for your gym can help you streamline your processes and get your team back on the phones and selling more memberships.

Too many gym owners will only consider bringing in a lead gen company once their leads have dried up. There is always an opportunity to get help long before you get to that point. If you’re noticing your sales slowing or plateauing, now is the perfect time to seek outside assistance. Or, you can reach out if you simply feel that your sales team needs to spend more time selling.

There is really no wrong time to hire a lead generation company. Don’t wait until it’s too late!

Now, let’s start selling!

An Outsourced CEO and expert witness, 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.netorwww.jimthomasondemand.com.

Attention Fitness Club Owners!! Are you struggling to grow your club and operate it?

Here are some of the most common problems I see club owners facing:

  1. They don’t have enough time to scale and manage because they are putting out fires 🔥
  2. They are barely breaking even or worse…..losing money 📉
  3. They are experienced with fitness but not with running a business
  4. They don’t know if they should sell their club or try to bring it alive 🏥
  5. Because of this, they are impeding the growth of their club

If one or more of these sounds like a problem you have had recently, then it’s time to make a change.

I’m Jim Thomas and I’ve been specialize in helping club owners make the right decisions to take their clubs to the next level. If you would like me to personally audit your club, and provide you with a strategy session to see how we can improve your current situation, simply click the link below, fill out your name and number, and I will be in touch with you shortly! (Offer limited)

Because…..When the going gets TOUGH, the SMART get HELP.™

Get a strategy session ➡️➡️ https://lnkd.in/dGs2SVu

An Outsourced CEO and expert witness, 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.netorwww.jimthomasondemand.com.

Health Club Employee Management

Reposted from www.abcfinancial.com

Every two interactions a member has with fitness staff in a given month results in one extra visit from that member the following month. It is essential to understand the correlation between employee turnover and member retention. Members value engagement from staff, and the staff values happy members.

Retaining and engaging employees is as important as retaining members. Many costs are associated with hiring and training new employees, so keeping the high performers in order to minimize hiring and onboarding costs can save your facility serious money and a lot of headaches. Here are some tips to keep employees engaged while boosting your facility’s efficiency:

1. Create a thorough onboarding process.

Supply employees with all information needed to prepare for the job: introduce them to the tools and team they will work with, and orient them to the facility. This process should be stan­dardized, making it repeatable and reliable. When new employees are trained at the discretion of whoever is working that day, significant details could be left out. Helping everyone stay on the same page builds trust among your employees while relieving you of actually training new people yourself.

2. Invest in employee education and training.

Similarly to the onboarding process, weekly staff meetings — as well as training sessions on gym equipment, software, and POS systems — keep everyone aligned in terms of club goals and how to use technology. Employees should also be familiar with new workout routines and techniques so they can help any member that might need assistance. The ability to recommend specific classes or trainers based on desired goals gives employees a greater sense of knowledge and credibility to members. This education creates more inherent value in whatever role that employee has and also instills a greater sense of trust between the member and employee. Members should feel confident that most questions they have can be answered by the staff at hand.

3. Offer employee incentives.

Reward employees when they do a great job. This incentivizes them to continue striving above and beyond and demonstrates that you recognize this behavior. How you measure the benchmarks for rewards is up to you. Consider things like the number of new members signed up or positive reviews left online or in a suggestion box. If this is clearly spelled out to employees, you offer them a clear line to rewards. These prizes should not be given out randomly, but rather enshrined in a well-defined and circulated document. You’ll be able to tell if this works by analyzing the metrics that the awards are based off. If your employees truly feel incentivized, you’ll achieve those goals much faster. Also, if this ends up costing your gym more than it produces, consider revisiting how you reward employees. Cash is always nice, but free membership packages or gift cards to local restaurants might prove more sustainable.

4. Test employees’ knowledge.

Quiz employees regularly to ensure they understand all processes and procedures thoroughly. This can be done through multiple choice quizzes or in-person roundtable discussions. Give them the opportunity to ask questions in weekly meetings and provide their feedback for overall facility improvement. Sometimes a shy employee might not bring up what he does not know for fear of losing his job or your trust. Encouraging a welcoming environment of learn­ing without stigma will eventually create an educated workforce unafraid to ask a question or speak up when something is not clearly explained. You can also reward employees for their knowledge of your gym, as mentioned before. Be sure to keep tabs on the people trying to learn the most. The more your staff knows, the more helpful they can be to members.

5. Adopt a Member Focus Approach

Adopting a member focused approach, offering different experiences, products, and services to different customers based on their individual needs, is a key ingredient and philosophy for success in the health club industry today. This approach puts customers at the center of business strategy, places an emphasis on customer service training, and aims to maximize the lifetime value of health club members. The lifetime value of members being one of THE most important key performance indicators in the health club industry today. Do you want to get your staff to adopt a more member-centric approach in your health club business?

6. Create a Personalized Member Experience

Consumers in general along with gym and health club members expect personalized communications and services tailored to their individual preferences. Personalization in the health club, gym and fitness industry c needs to go beyond basic tactics like addressing customers by their first name in emails or providing one size fits all workout or exercise programming. Creating new fitness solutions and messaging using technology helps to Hyper-Personalize Health Club marketing and services.

  • Genomics to Personalize
  • 3D Body Scanning
  • Artificial Intelligence and Predictive Analytics

An Outsourced CEO and expert witness, 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.netorwww.jimthomasondemand.com.

Scaling Up Your Gym Business? Here Are Possible Investments to Consider

The health and fitness industry is a $30 billion industry that showed no signs of slowing down in the last decade, growing by 3-4% per year. If you’re a gym owner and would like to enjoy the profits of a booming industry, now is probably a good time to expand your business. However, before scaling up your fitness business, it is not only important to ensure that you crunch the numbers and make sure that you have the funds for expansion, but also think carefully what investments are going to bring the profits you need.

A Business Vehicle Makes Sense

It’s often thought that buying a vehicle is an investment loss because your car depreciates in value the moment you drive away from the dealership. However, being mobile is important if you’re going to be there for your business or provide the support it needs for its daily operations or unforeseen emergencies. For example, you might need supplies urgently for the shower, bathroom or changing rooms, and if equipment breaks down, you’ll need to fix it fast.

Having a vehicle dedicated to the business can make it easy to do errands when required. You can even offer a service to gym goers who have limited mobility. Organize rides for elderly people who have no car to make a gym membership more attractive. Minimum taxi fares are from $2.50 to $8, so you can make this money while providing an important service and expanding your market. Obviously, before putting money down on a vehicle, research is vital to finding a car suitable for your needs and budget.    

Vending Machines Are Low Cost Investments

Another way to scale up your business is to set up vending machines in strategic places in the gym. Vending machines make about $300 or more a month in profit depending on traffic, according to Brandongaille.com. A new vending machine costs around $3,600, but you can also get a used one for $1,000.  

Contrary to popular notions that vending machines only sell junk foods, stocking up on healthy snacks and beverages can triple sales, as more people are conscious of their weight. In addition, snack or food dispensers are convenient and practical. Someone who needs to go to the office immediately after an early morning workout will require nourishment to start their day. If they have forgotten to grab a power bar or a drink from home, the vending machines at the gym are life savers.  

Scaling up a business is both an exciting and scary moment, and investments should be made carefully. The trick is to find investments that can help your business grow, such as investing in vending machines and a business vehicle.

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