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Bodylife conference 2013

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Bodylife conference 2013

  1. 1. The 4 types of CustomerHighLowSelfmotivationFitness club experienceHigh3241• High self -motivation• Low experience• High self - motivation• High experience• Low self -motivation• Low experience• Low self -motivation• High experience
  2. 2. The 4 Member Killers:Lack of interactionFailure to integrateLack of motivationFailure to achieve
  3. 3. The 5 key questions thatMUST be answered in themarketing process1. Am I healthy enough to take part?2. Will I fit in ?3. Will you make me look stupid ?4. Will I stick it out and get results5. Do you deliver results ?
  4. 4. The 3 Levelsof Service Excellence•Consistent• Intentional•Non differentiated• Non ValuableLevel TwoPredictable Experience• Consistent• Differentiated• Valuable• Inconsistent• UnintentionalLevel threeBranded ExperienceLevel OneRandom ExperienceCustomerEXCELLENCE
  5. 5. CustomerEXCELLENCEManagementPlanningProgrammeMarketingResources TechnologyStaff
  6. 6. The 4 types of CustomerHighLowSelfmotivationFitness club experienceHigh3241• High self -motivation• Low experience• High self - motivation• High experience• Low self -motivation• Low experience• Low self -motivation• High experience
  7. 7. Social MediaEmailVideoTestimonialTrial ExperiencesReferral obsession4 & 6 week trialsGroup presentationsProspecting
  8. 8. Does it really work ?• Measure the differences..• Inch loss• Weight loss• Fitness tests• Heart rate reaction• Reps & weights• Usage• Challenges
  9. 9. Presentation ( tour)• Create visual presentations• Tell the story :motivate educate integrate
  10. 10. •Sell on service & quality•Price discounts commitment•Non contract memberships•Don’t give the joining fee away•Fairness & equalityPrice presentation
  11. 11. Close the saleReduce the barrier to entry ...
  12. 12. • Money Back Guarentees (14 days )• Transferable enrolment• Refundable Joining Fees• Book the first visit• Follow up the first visitClose the sale
  13. 13. • Thank you notes• Thank you emails• Book the first session• Book the first follow up callFinish Strong....
  14. 14. CustomerEXCELLENCEManagementPlanningProgrammeMarketingResources TechnologyStaff
  15. 15. • Lead generation tactics• Developments to the fitness services offering• Monthly Member & Guest day content• Club events• Enrolment days for group activity sessions• Communications timetable & Staff meetingsWhat to plan?
  16. 16. Create 12 week planning periods• January - March -• April – June• July – September• October – DecemberPeriod Planning Finalise Brief ReviewJan –MarchOct Nov Dec FebApril -JuneJan Feb March MayJuly -SeptApril May June AugOct – Dec July August Sept NovThe Momentum 12 week planning Cycle
  17. 17. CustomerEXCELLENCEManagementPlanningProgrammeMarketingResources TechnologyStaff
  18. 18. Developing a ComprehensiveProgramming strategyFive Steps to Success1. Define a purpose2. Set a goal3. Develop a promotional plan4. Measure the result5. Promote a follow up Programme***
  19. 19. The wheel ofLogicalProgressionFunImprovement AchievementInvolvementInstructionIntroduction
  20. 20. Programmes***• Foundation• Rituals• Lessons• Clinics• Contests• Classes• Seminars• Tournaments• Events• Leagues
  21. 21. What could people want ?• Gym rituals- Abs on the hour• New members follow up programmes• Progressive Programme system• Heart rate training (controlledprogrammes)• Volitional failure resistance programmes• Individual & Group training opportunities
  22. 22. • Specialist Group Programmes• Physical Assessments• Personal Progress MeasurementTracking• Nutrition Analysis• Member & Guest Days• Specific 6 weeks ProgrammesWhat could people want ?
  23. 23. • Fitness Education• Group Holidays• Internal Challenges• External Challenges• Activity Groups• At home services• Corporate Wellness ProgrammeWhat could people want ?
  24. 24. • Mentoring schemes• Fitness team accountability• Member & Guest days• Comprehensive educational journeyOngoing Support
  25. 25. 1. Communication2. Responsibility3. Recognition4. Sociability5. Commitment6. Diversification7. Progression8. Promotion9. Reliability10. Accountability10 keys to Retention
  26. 26. CustomerEXCELLENCEManagementPlanningProgrammeMarketingResources TechnologyStaff
  27. 27. StaffProgramDirectorExerciseInstructorAdvancedSpecialistsMentorsProgrammeLeadersStrength Nutrition Physio
  28. 28. • Customer Relationship Mgt system• Online booking portal• Email & SMSCommunicate !
  29. 29. •Inform•Educate•Survey•Support•Celebrate•Instruct•PromoteEmbrace email &crm technology
  30. 30. Service Presentation• Create visual presentations• Tell the story :motivate educate integrate
  31. 31. X 2
  32. 32. X 2
  33. 33. To finish ...The 10 Rules ofSuccess
  34. 34. RULE 1Start with the endin mind -Build the story
  35. 35. RULE 2Aim at a target
  36. 36. The 4 types of CustomerHighLowSelfmotivationFitness club experienceHigh3241• High self -motivation• Low experience• High self - motivation• High experience• Low self -motivation• Low experience• Low self -motivation• High experience
  37. 37. RULE 3Motivatethe members
  38. 38. Does it really work ?• Measure the differences..• Inch loss• Weight loss• Fitness tests• Heart rate reaction• Reps & weights• Usage• Challenges
  39. 39. RULE 4Supportthe new guys
  40. 40. RULE 5Establish 12week Planningwindows
  41. 41. Create 12 week planning periods• January - March -• April – June• July – September• October – DecemberPeriod Planning Finalise Brief ReviewJan –MarchOct Nov Dec FebApril -JuneJan Feb March MayJuly -SeptApril May June AugOct – Dec July August Sept NovThe Momentum 12 week planning Cycle
  42. 42. RULE 6Embracetechnology
  43. 43. • Customer Relationship Mgt system• Online booking portal• Email & SMSCommunicate !
  44. 44. RULE 7MeasurePerformance
  45. 45. RULE 8Resourcefitness services
  46. 46. RULE 9Relook at yourfunctional roles
  47. 47. StaffProgramDirectorExerciseInstructorAdvancedSpecialistsMentorsProgrammeLeadersStrength Nutrition Physio
  48. 48. RULE 10Motivate the team
  49. 49. • Join FREE Business Innovation Networkfor Health & Fitness, Sports, Leisure onLinkedIn• Ask for FREE demos of any of the DigitalPlatforms• FREE no risk Income share Trial ofTrimBellyActions

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