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.

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