1. Topic:
Creating Demand for
Presented by:
Doug Werner
Vice President of Operations

2. Agenda
1. Who are your members
2. What members want
3. What members fear
4. Evolution of XPRESSline (Circuit Training)
5. XpressLine 8-week study
6. What the company wants
7. What the staff wants
8. Membership sales benefits
9. Benefits of XpressLine training
10. How to profit from XpressLine
11. PT sales benefits
12. Effective training with XPRESSline
13. Questions

3. 60% of TSI members are over the age of 35 –
Mean age is now 40 and 16% are over the age of 55

5. Source: “100 Million Members by 2010”, IHRSA
and The Fitness Products Council of The
Sporting Goods Manufacturing Association.
The “aging baby boomer” market

6. What members want
Source: “100 Million Members by 2010”, IHRSA
and The Fitness Products Council of The Sporting
Goods Manufacturing Association.

7. Source: “100 Million Members by 2010”, IHRSA
and The Fitness Products Council of The Sporting
Goods Manufacturing Association.
What members want

8. What members want

9. What members fear
1. Fear of feeling stupid
2. Fear of being isolated
3. Fear of looking and feeling like a klutz
4. Fear of “physique anxiety”
5. Fear of getting hurt
6. Fear of getting “too big” (female)
Source: “100 Million Members by 2010”, IHRSA
and The Fitness Products Council of The Sporting
Goods Manufacturing Association.

10. 8-week study
XpressLine only Individualized choice
8 exercises – 1 set 12-15 exercises, multiple sets
22-minutes/workout 60+ minutes/workout
27 new members (66%) 14 new members (34%)
21 completed study 8 completed study
78% adherence 57% adherence
“Strength Training for New Members” –
Westcott & Hatten, 2003
Group A Group B

11. Source: “100 Million Members by 2010”, IHRSA
and The Fitness Products Council of The Sporting
Goods Manufacturing Association.
What members want

12. What members want
Source: “100 Million Members by 2010”, IHRSA
and The Fitness Products Council of The Sporting
Goods Manufacturing Association.

13. Group A: XpressLine (N=21) Group B: Individualized (N=8)
Parameter
Parameter
Beginning
Beginning
Ending
Ending
Change
Change
Beginning
Beginning
Ending
Ending
Change
Change
BODY
WEIGHT
BODY
WEIGHT 165.0 lbs.
165.0 lbs.
165.4 lbs.
165.4 lbs.
+0.4 lbs.
+0.4 lbs.
156.4 lbs.
156.4 lbs.
154.5 lbs.
154.5 lbs.
-1.9 lbs.
-1.9 lbs.
23.3
percent
23.3
percent
20.8
percent
20.8
percent
21.3
percent
21.3
percent
19.1
percent
19.1
percent
-2.2
percent
-2.2
percent
38.8 lbs.
38.8 lbs.
34.5 lbs.
34.5 lbs.
34.6 lbs.
34.6 lbs.
30.7 lbs.
30.7 lbs.
-3.9 lbs.
-3.9 lbs.
126.2 lbs.
126.2 lbs.
130.8 lbs.
130.8 lbs.
121.7 lbs.
121.7 lbs.
123.7 lbs.
123.7 lbs.
+2.0 lbs.
+2.0 lbs.
Systolic
BP
Systolic
BP
114.6
mmHg
114.6
mmHg
118.3
mmHg
118.3
mmHg +3.7 mmHg
+3.7 mmHg 116.6
mmHg
116.6
mmHg
116.1
mmHg
116.1
mmHg -0.5 mmHg
-0.5 mmHg
Diastolic
BP
Diastolic
BP 74.0 mmHg
74.0 mmHg
77.6 mmHg
77.6 mmHg
+3.6 mmHg
+3.6 mmHg
73.3 mmHg
73.3 mmHg
75.6 mmHg
75.6 mmHg
+2.3 mmHg
+2.3 mmHg
- 2.5 %
- 4.3 lbs.
+ 4.6 lbs.
% Fat
Fat
Weight
Lean
Weight

14. What the company wants
1. Better member retention as a result of better
member service and member results
2. Personal training revenue growth as a result
of higher client penetration rates
3. Improved product value as a result of better
programs and services (membership sales
advantage)
4. Reputation for results oriented programs and
services
5. Reputation for staff development and career
advancement

15. Why members quit
Source: “100 Million Members by 2010”, IHRSA
and The Fitness Products Council of The Sporting
Goods Manufacturing Association.

16. What the staff wants
1. More opportunities to make more money
2. More opportunities to advance career
3. Pride of workplace
4. Recognition for a job well-done
5. Self-satisfaction of lifestyle influence on
members
6. Continuing education
7. Referrals

18. Membership sales benefits
1. Uncrowded facilities
2. A “beginner” exercise program
3. Time efficient exercise
4. Safe exercise
5. Effective exercise (results)
6. Non-intimidating environment (semi-private)
7. Professional supervision and instruction
8. Professional relationship with staff
60% of all new members want:

19. Benefits of training
 Improved joint flexibility
 Improved body composition
 Improved resting metabolism
 Increased physical capacity
 Injury prevention
 Improved bone density
 Improved cholesterol levels
 Improved resting blood pressure
 Reduce pain of arthritis
 Improved gastrointestinal transit

20. How to profit from
Avg. presentations/month = 100
Avg. sales/month = 50
Avg. number of lost sales/month = 50
Close 50% of those selling benefits of XpressLine
Equals an extra 25 sales/month
Avg. commission/sale = $50
Equals extra $1,250 in commissions/month
Equals extra $15,000/year

21. PT sales benefits
1. Uncrowded facilities
2. A “beginner” exercise program
3. Time efficient exercise
4. Safe exercise
5. Effective exercise (results)
6. Non-intimidating environment (semi-private)
7. Professional supervision and instruction
8. Professional relationship with staff
60% of all new members want:

23. “After nearly two years of exhaustive and
diligent consideration of nearly a dozen
strength equipment companies, we chose
Nautilus Nitro for our new core fitness
program…Xpress Line, and we’re glad we did!”
Ed Trainor,VP Fitness Operations
TSI/New York Sports Clubs