Club Management 101: Leading Your Club to Success
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Club Management 101: Leading Your Club to Success
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Club Management 101: Leading Your Club to Success
- 1. Welcome to IHRSA 2015
- 2. Club Management 101: Leading Your Club to Success
- 3. “The real voyage of discovery is not in seeking new landscapes but in having new eyes.” Marcel Proust
- 4. Don’t tell customers what you do. Tell them what you do for them. Let your message speak to your target audience. • Example: “ABC Club has 35,000 square fee of state of the art equipment, sauna, steam room, etc… Join us.” • Versus: “ABC Club can help YOU prolong your life, and the quality of that life by helping YOU improve your fitness, wellness and overall health. Start today and feel better tomorrow!”
- 5. Always remember you’re unique… Just like everyone else.
- 6. Are you going to be a niche boutique facility? Are you going to meet the needs of many by providing a larger facility with an assortment of product and services? What age group are you targeting? Are you targeting male, female or both? What is your pricing model? ?’s
- 7. Each customer is different. As club owners and managers you have to decide whom you are targeting within your demographic and what services that target market will require and want. http://www.city-data.com
- 9. Know what you do, for whom and what benefit you provide.
- 10. • Create an experience • Solve a Problem • Serve • Create an opportunity • Inspire • Connect – CommUNITY Do the right thing and the right thing will happen!
- 12. Create the organizational structure for your business. The structure of your organization is the foundation that supports everything that you will do in your business. The only goal of the foundation is to support the core functions of your business.
- 13. • Define the core functions of your business that support your business. • Once defined, hire the appropriate staff with the skillset to perform those functions.
- 14. What are some core functions? • Business strategy and development • Processing contracts and managing database • Customer relations and sales • Greet and welcome members • Event planning and execution • Clean the equipment and floors What are the core roles? • General Manager, Assistant Manager, Marketing, Membership Director, Sales Staff, Activities Director, Front Desk Staff, Childcare Staff, Housekeeping All roles must support the organizations core functions.
- 15. NickPresident/Owner KathyAquatics Mngr RichRacquet Mngr JonYouth Activities ColeMarketing JennGeneral Manager TomAsst. Manager What role do the people play in your organization?
- 16. “You can’t build your reputation on what you are going to do.” Henry Ford • In a fight, culture will beat strategy hands down! • Create your company’s culture to support your strategy. • Align the culture to drive the strategy.
- 17. • Choosing what to do and what not to do equals strategy. • Strategy is only as good as the ability to implement it. • Strategy is an executable road map which supports measurable objectives and is supported by tactics, related to roles and responsibilities for your team.
- 18. Key ingredients to building culture Leaders Good leaders look for followers. Great leaders develop other leaders!
- 19. Key ingredients to building culture Vision A unified vision of what could be fueled by a passion to make it happen!
- 20. Key ingredients to building culture Expectation The team knows and understands what is expected of them and the services and product they provide.
- 21. “There is nothing more powerful in an organization than having all employees rowing fiercely in the same direction.” Brent Gleeson, Forbes Magazine, October 2, 2013
- 22. Define your company’s core values then demonstrate them L = Loyalty E = Enthusiasm I = Integrity S = Strong work ethic U= Unity R = Responsible E = Excellence
- 23. Keys to building culture Hire good people and let them do their job. Develop them into a team of doers and thinkers; give your team some freedom by empowering them.
- 24. Ask the question before the question Examples: 1. How can I get my team to engage clients? Versus: Why isn’t my team engaging clients? 2. How can I get my team to straighten up the front desk? Versus: Why doesn’t my front desk team straighten up the front desk? 3. How can I develop my trainers to recruit clients? Versus: Why don’t my trainers recruit clients?
- 25. Recap of building culture 1. Leaders 2. Vision 3. Expectation 4. Core Values 5. Empowerment 6. Ask the questions before the questions
- 26. Gain insight into strategic planning and implementation Strategy is the creation of a unique and valuable road map, in support of a set of measurable objectives, supported by tactical activities to achieve an end result. Define your destination, then create the right vehicle to get you there.
- 27. Things to consider when building your company strategy 1. Is it possible? 2. Is it feasible? 3. Is it actionable?
- 29. KPI’s = Key Performance Indicators What are the KPI’s for your facility? Examples: 1. How many new members in a month? 2. What is the usage of the facility and peak times? 3. What is the revenue dues on XYZ daily, weekly, monthly, and annually?
- 31. Client Satisfaction 1. Do you ask them? 2. Regularly? Who’s your boss? The client!
- 32. Be successful through leadership Bring out the best in your team!
- 33. Build relationships with your team
- 34. Build camaraderie with your team
- 35. Be successful through leadership Articulate your expectations and goals clearly.
- 36. Be successful through leadership “Good judgment comes from bad experience… and most of that comes from bad judgment!”
- 37. Be successful through leadership Empower your team. Make your staff members and team accountable.
- 38. Teamwork!
- 39. Be successful through leadership Display a positive attitude!
- 40. Be successful through leadership Experience is something you get just after you need it. Be willing to make changes.
- 41. Be successful through leadership Don’t ask anyone to do anything that you would not do.
- 42. Communication and organizational skills are a must! What is your style and your company’s style? “Zappos Communication Policy – Be Real and Use Your Best Judgment.” Delivering Happiness, by Tony Hsieh June 2010
- 43. Recap on Leadership 1. Bring out the best in your team. 2. Articulate your expectations and goals clearly. 3. Empower your team. 4. Make your team accountable. 5. Set clear goals. 6. Build teamwork. 7. Display a positive attitude. 8. Be willing to make changes. 9. Don’t ask anyone to do anything that you would not do. 10.Communication and organization skills are a must.
- 44. Club Management 101: Leading Your Club to Success 1. Clearly define your market position, target clients and value proposition. 2. Create an organizational structure that supports the core functions of your business. 3. Create a culture to build a winning team. 4. Align your culture to drive strategy. 5. Create a strategy that you can implement. 6. Drive success through leadership.
- 45. Succe ss
- 46. Roberta Kruse-Fordham WTS International General Manager of Ashburn Village Sports Pavilion (301)622-7800 or (703)729-0581 ext. 202 roberta.fordham@wtsinternational.com www.wtsinternational.com
- 47. Thank You!
Editor's Notes
- Welcome to IHRSA 2015! Introduction of self and WTS International. Turn off cell phones, handout is online, please fill out the survey. Take a few minutes to get to know the audience and where they are from. Give them a few minutes to network.
- Club Management 101: Leading your club to success. What is required for success? Today you will learn about things that you need in your leadership toolbox to lead your club to success. This can be applied to a niche boutique business, multi sport facility, and online coaching business, in fact, any business.
- “The real voyage of discovery is not in seeking new landscapes but in having new eyes.” Marcel Proust – What does that mean? Think about this, we walk into our clubs everyday, we walk around our clubs everyday, but, do you stop and really look at your club as if it were the first time? What is it that really works? What is that needs attention? Do your locker room needs updating? Is your staff looking sharp and smiling? Is there paperwork on your desk from 6 months ago that you still need to sort through? How is your marketing plan this year… your budget,,, your strategy?
- Define your market position, target clients and value proposition. The goal of market positioning is to find the ideal opportunity in the market, based on the customer’s needs, market dynamics and competition. Once you know your market you can develop your product/service. Don’t tell customers what you do. Tell them what you do for them. Let your message speak to your target audience.
- Always remember you’re unique… Just like everyone else. We all think we are special and unique, are customers all are special and unique… bottom line, what is going to set your facility apart from the crowd?
- Questions to ask: Are you going to be a niche boutique facility? Soul Cycle, Fly Wheel, Orangetheory, YogaFit, CrossFit, etc… Are you going to meet the needs of many by providing a larger facility with an assortment of products/service? LifeTime, Golds, LA Fitness, Equinox, Planet Fitness, Sport & Health, etc… What age group are you targeting? Are your clients’ male and female or both? What is your pricing model?
- Each customer is different. As club operators/manager you have to decide whom you are targeting within your demographic and what services that target market will require. Do you know your facilities demographics? If you don’t, go check it out… one site you can look at is http://www.city-data.com. You will find a wealth of information from the population numbers, to median income, married vs. single vs. divorced, and so much more.
- Here is a small snapshot of the demographic report.
- Know what you do, for whom and what benefit/value you provide. Does your facility bring UNITY in to the commUNITY by hosting special events, member socials, social media and more?
- Here are some simple things to think about to develop ideas: Create an experience, Solve a Problem, Serve, Create an opportunity, Inspire, Connect – with the commUNITY. Do the right thing ant the right thing will happen!
- Loyalty, trust and respect – Loyalty – 1) Why Subways vs Jimmy Johns? 2) Special events bring the club to a whole new level and the club becomes the heartbeat of the commUNITY. TRUST – 1) Why one mechanic over another? 2) Trust makes business go faster and is less taxing on the business. RESPECT – Don’t expect it – It is earned and not just a given.
- Create the organizational structure for your business. The structure of your organization is the foundation that supports everything that you will do in your business. The only goal of the foundation is to support the core functions of our business.
- Define the core functions of your business. Once defined, hire the appropriate staff with the skillset to perform those functions. Make sure you have the right people in the right place. You are only as good as your team!
- What are some core functions? 1) Business strategy and development 2) Processing contracts and managing database 3) Customer relations and sales 4) Greet and welcome members 5) Event planning and execution 6) Clean the equipment and floors What are the core roles? 1) General Manager 2) Assistant Manager 3) Marketing 4) Membership Director 5) Sales Staff 6) Activities Director 7) Front Desk Staff 8) Childcare Staff 8) Housekeeping ALL ROLES MUST SUPPORT THE ORGANIZATIONS CORE FUNCTIONS
- What role do the people play in your organization?
- “You can’t build your reputation on what you are going to do.” Henry Ford - Choose a path. In a fight, culture will beat strategy hands down! Create your company’s culture to support your strategy. Align the culture to drive the strategy.
- Choosing what to do and what not to do equals strategy. Strategy is only as good as the ability to implement it. Strategy is an executable road map which supports measurable objectives and is supported by tactics, related to roles and responsibilities for your team.
- Key ingredients to building culture: Leaders Good leaders look for followers. Great leaders develop other leaders! Who are you? A leader or a follower?
- Key ingredients to building culture: Vision A unified vision of what could be fueled by a passion to make it happen! Do you have a mission statement? Great! Do you have a vision statement? What do you envision for your company? “Healthy and Happy in Ashburn Village”
- Key ingredient to building culture – EXPECTATION The team knows and understands what is expected of them and the services and product they provide.
- This has become one of my favorite quotes. It is so powerful, “ There is nothing more powerful in an organization than having all employees rowing fiercely in the same direction.” Brent Gleeson, Forbes Magazine, October 2, 2013
- Define your company’s core values. Example: ABC club is committed to service and delivers their service with integrity, honesty, and pride with a positive energetic attitude. Or, ABC Club delivers services with a smile and fun!
- Keys to building culture: Hire good people and let them do their job. Develop them into a team of doers and thinkers; give your team some freedom by empowering them.
- Ask the question before the question: How can I get my team to engage clients? Versus: Why isn’t my team engaging clients? How can I get my team to straighten up the front desk? Versus: Why doesn’t my front desk team straighten up the front desk? How can I develop my trainers to recruit clients? Versus: Why don’t my trainers recruit clients?
- Recap of building culture: 1) Leaders 2) Vision 3) Expectation 4) Core Values 5) Empowerment 6) Ask the questions before the questions
- Gain insight into strategic planning and implementation: Strategy is the creation of a unique and valuable road map, in support of a set of measurable objectives, supported by tactical activities to achieve an end result. Define your destination, then create the right vehicle to get you there. You can’t get to your destination with the right vehicle.
- Things to consider when building your company strategy: Is it possible? Is it feasible? Is it actionable?
- Most things happen outside of the your comfort zone. Step out of your comfort zone.
- KPI’s – Key Performance Indicators: What are the KPI’s for your facility? Examples: How many new members in a month? What is the usage of the facility and peak times? What is the revenue dues on XYZ daily, weekly, monthly and annually?
- Does your team know their numbers? How do they compare YTD, Month over Month, Year over Year?
- Client Satisfaction: Do you ask them? Regularly? Who’s the boss? The client!
- Be successful through leadership: Bring out the best in your team! Acknowledge, thank and reward them for a job well done!
- Build relationships with your team inside and outside of the club.
- Build camaraderie with your team.
- Be successful through leadership: Articulate your expectations and goals clearly.
- Be successful through leadership: “Good judgment comes from bad experience… and most of that comes from bad judgment!?
- Build a team and demonstrate teamwork. Remember the quote, “ The power of an organization is the people. Make sure that all employees are rowing in the same direction with the same vision and goal.”
- Be successful through leadership: Display a positive attitude
- Be successful through leadership: Experience is something you get just after you need it. Be willing to make changes.
- Be successful through leadership: Don’t ask anyone to do anything that you would not do.
- Communication and organizational skills are a must! What is your style and your company’s style? “Zappos Communication Policy - Be Real and Use Your Best Judgment.” Delivering Happiness, by Tony Hsieh, June 2010
- Recap on Leadership Bring out the best in your team. Articulate your expectations and goals clearly. Empower your team. Make your staff members and team accountable. Set clear goals. Build teamwork. Display a positive attitude. Be willing to make changes. Don’t ask anyone to do anything that you would not do. Communication and organization skills are a must.
- Club Management 101: Leading Your Club to Success Clearly define your market position, target clients and value proposition. Create an organizational structure that supports the core functions of your business. Create a culture to build a winning team. Align your culture to drive strategy. Create a strategy that you can implement. Drive success through leadership.
- Wishing you all great SUCCESS!
- Thank you! Please do the survey online and give IHRSA your feedback!