This document provides guidance on creating a successful fitness club through excellence in customer management. It outlines key drivers like increasing membership, retention, and services purchased. Six features of successful business models are described, focusing on consistency, low-skill operations, order, documentation, predictable service, and uniform branding. Customer excellence is achieved through strategic planning, effective programming, marketing, technology usage, and staff training. Regular periodic planning and review helps maintain momentum. The ten rules of success emphasize communication, responsibility, recognition, sociability, commitment, diversification, progression, promotion, reliability and leadership.

1. Creating
The Successful
Club Excellence
Blueprint
Duncan Green
Director

2. The 3 key financial drivers ....
More Customers
Staying longer
Buying more services

3. Customer
EXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff

5. The 6 key features of
successful business
prototypes ...........
1. The model provides consistent
value to customers, employees,
owners , and suppliers BEYOND
their expectation

6. The 6 key features of
successful business
prototypes ...........
2.. The model is operated by
people with the lowest possible
level of skill necessary to deliver
expectations.

7. The 6 key features of
successful business
prototypes ...........
3. The model is operated and
stand out as a place with
impeccable order

8. The 6 key features of
successful business
prototypes ...........
4. All work undertaken within the
model is documented in operating
handbooks

9. The 6 key features of
successful business
prototypes ...........
5. The model delivers a uniformly
predictable level of service to the
customer ,EVERY TIME !

10. The 6 key features of
successful business
prototypes ...........
6. The model utilizes a uniform
colour, uniform and facility code

11. The 3 concepts behind successful
Business Development
Innovation
Quantification
Orchestration

12. Customer
EXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff

13. The 4 Member Killers:
Lack of interaction
Failure to integrate
Lack of motivation
Failure to achieve

14. The wheel of
Logical
Progression
Fun
Improvement Achievement
Involvement
InstructionIntroduction

15. The 4 types of Customer
High
Low
Self
motivation
Fitness club experience
High
32
41
• High self -motivation
• Low experience
• High self - motivation
• High experience
• Low self -motivation
• Low experience
• Low self -motivation
• High experience

16. How do people learn ?learn
?
• 1. Visually - handouts , videos,
emails , txts
• 2. Auditory – webinars, audio,
instruction , lectures, clinics
• 3. Kinaesthetically – Trials, clinics,
sessions

17. What could people want ?
• Gym rituals- Abs on the hour
• New members follow up programmes
• Specialist Programme Advisors
• Heart rate training (controlled
programmes)
• Volitional failure resistance programmes
• Group training (weekly)

18. • Group Programmes
• Physical Assessment
• Personal Progress Tracking
• Progressive Programme Cards
• Nutrition Analysis
• Chances to bring friends & family
• Specific 6 weeks Programmes
What could people want ?

19. • Fitness Education
• Group Holidays
• Internal Challenges
• External Challenges
• Activity Groups
• At home services
• Corporate Wellness Programme
What could people want ?

20. Customer
EXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff

21. • Cloud based CRM – Key !!
• Landing pages and data capture
• SMS broadcasting
• Online booking & payment
• Video & Audio presentations
• Email marketing
• Unique Fitness Services website
• Google adwords Pay per Click
• Facebook & Linked in advertising
Embrace technology

22. • Lead farming
•Inform
•Educate
•Survey
•Support
•Celebrate
•Instruct
•Promote
Embrace email

23. Customer
EXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff

24. Staff
Program
Director
Exercise
Instructor
Advanced
Specialists
Mentors
Programme
Leaders
Strength Nutrition Physio

25. Customer
EXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff

28. 7 Step Process
1. Greeting
2. Qualification
3. Presentation

29. 7 Step Process ( pt 2 )
4. Price presentation
5. Close
6. Ask for referrals
7. Ongoing Support

30. Customer
EXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff

31. Period Planning Finalise Brief Review
Jan –
March
Oct Nov Dec Feb
April -
June
Jan Feb March May
July -
Sept
April May June Aug
Oct – Dec July August Sept Nov
The Momentum 12 week planning Cycle

32. • Lead generation strategy
• The fitness & member services offering
• Guest day content – 3rd Thursday Monthly
• Quarterly Reactivation Weeks - Fixed
• Enrolment days for group sessions – Fixed
• Staff meetings – ( Cyclic )
What to plan?

33. Does it really work ?
• Measure the differences..
• Inch loss
• Weight loss
• Fitness tests
• Heart rate reaction
• Reps & weights
• Usage
• Challenges

34. Social Media
Email
Video
Testimonial
Trial Experiences
Referral obsession
4 & 6 week trials
Group presentations
Prospecting

35. Customer
EXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff

36. 1. Define a purpose
2. Set a goal
3. Develop a promotional plan
4. Measure the result
5. Promote a follow up programme
5 Steps to Programming
Success

37. 1. Member trains 1-2 times per week
2. Takes part in a weekly programme
3. Forms relationships with other
members
4. Uses the club at similar times each
week
5. Knows at least one staff member well
Successful Member
Programming ..

38. Customer
EXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff

39. Presentation
• Create visual presentations
• Tell the story :
• P.O.S , Re-programmes & Member Days
motivate educate integrate

44. X 2

48. • Up sold at POS , Member days and by
video embedded in emails.
• Delivered quarterly
• 6 week programmes x 2
• Heavily supported by a mentor
VIP Mentoring Schemes

49. The 12 week V.I.P Programme Components
• 6 weekly re-programme sessions
• Ongoing Mentoring support via phone,f2f,email , sms
• Educational support via emails, videos
• 6 weekly Personal Progress pack to measure results
• Discounted Personal Training Services
• Discounted Group Training Programmes (WOW,RMC,TB)
• Online FitnessAge assessments every 12 weeks
• T Shirt Rewards scheme ( 1442, 50 , 100)
• Nutritional support (every 12 weeks )
• Friends and family nomination scheme ( every 12 weeks)
• At home health & fitness services

53. • Join FREE Business Innovation Network
for Health & Fitness, Sports, Leisure on
LinkedIn
• Ask for FREE demos of any of the Digital
Platforms
• FREE no risk Income share Trial of
TrimBelly
Actions

54. Customer
EXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff

55. To finish ...
The 10 Rules of
Success

56. RULE 1
Communication
- Invite !

57. RULE 2
Responsibility
- Take accountability

58. RULE 3
Recognition
- Multi level

59. RULE 4
Sociability
-Group is good !

60. RULE 5
Commitment
- Build a routine

61. RULE 6
Diversification
-Keep it varied

62. Create 12 week planning periods
• January - March -
• April – June
• July – September
• October – December
Period Planning Finalise Brief Review
Jan –
March
Oct Nov Dec Feb
April -
June
Jan Feb March May
July -
Sept
April May June Aug
Oct – Dec July August Sept Nov
The Momentum 12 week planning Cycle

63. RULE 7
Progression
-Keep it moving up

64. RULE 8
Promotion

65. RULE 9
Reliability
- Keep the basics the
same

66. RULE 10
Leadership