1. All staff members should be in full uniform while working. This means looking sharp with nametag. The uniform is to identify us to our members, to show we are available to serve, to create an image of professionalism and quality.
2. All Fitness offices should be immaculate. That means: clean, certifications framed, matching furniture and furnishings, no bags, no handwritten notes, no schedules or phone lists on the walls or bulletin boards. This is a warm, professional, almost clinical (but not sterile) environment. This is where our credibility, competency, and how we deliver is first evaluated. This needs to be perfect.
3. All offices need to be clear of clutter and professional in appearance. Your offices indicate how you are organized and the perception of the management of the club not only to members but also to staff.
4. The web site is your responsibility to keep current with content. This is a valuable tool in the promotion of new business as well as member satisfaction. Please make this an on-going process to update. Collect E-mail addresses of members whenever possible. This is a valuable tool in member communications.
5. Maintain promotional materials in the club – new member packets, flyers and signage – in the most visually pleasing and professional way possible. Clean copies. No handwritten signage. Well stocked. What is displayed should be re-enforced by fitness, programming, massage, service desk and sales. What are we promoting? Let’s all promote as a team.
6. Manage sales on a daily basis. First week – outreach. Second week – member follow up. Third Week – phone, e-mail, more distribution, hustle. Fourth week – press on close out. Every day – Appointments! Sales success is consistent daily production requiring consistent daily management. Have the number of appointments each day to deliver each day’s needed sales goal. Walk-Ins and unexpected sales will then be “extra.” Appointments lead to Shows, Shows to Tours, Tours to Sales, Sales to non-dues revenue and Referrals… then the cycle begins anew… Appointments are key. Follow the Sales System.
7. Manage your payroll. What is the minimum amount of coverage needed to deliver extraordinary service and a safe, clean environment. Don’t be afraid to adjust schedules to reduce payroll. Do you have two or three people on duty in a department when one would be adequate? Staff for service but don’t waste staffing dollars when not necessary.
8. Focus on Ownership & Accountability, Relentless attention to detail, Responsiveness, Proactive Hospitality and an overall sense of urgency. Take corrective actions immediately when issues are identified. Along with this keep your commitments and honor deadlines. If you cannot make a deadline – renegotiate it or do whatever it takes to deliver based on the expectations. Be on time.
9. We must only handle paperwork one time and it must be 100% accurate and complete. Change forms, Incident Reports, New Hire paperwork, Benefit Forms, PTO Requests, Deposits, Petty Cash Journals, Sales Reports, and Enrollment Paperwork (do the complete process with every member – paperwork, service presentations, Referrals, E-mail, Photo, Fitness Assessment, Follow up.) Follow the Only Handle It Once (OHIO) principle.
10. Live the company purpose and values on a daily basis and keep alive with the full team. Make sure every new team member knows and understands why your club is different and how we deliver before we bring him/her on board. Every new member is properly hired and oriented. It begins with the New Hire Orientation and two-week training program. We are ready for our new team members: cards, uniform, nametag, training schedule…we start them the right way and we live it every day. One area of emphasis this year will be eliminating the barriers between individual, small group and group fitness, creating better service & results for our members and better career opportunities for our staff. Living the values, operating and implementing as a TEAM.
11. Meet with each team member regularly (part time, full time, every department). Know your staff and what’s going on in your club. The front line has a pulse on the club’s energy.
12. The GM contacts each new member personally to welcome him or her to their club.
13. Walk your club, spend time at your front desk, and learn who your members are. Get to know them. Know what they think about your club. Meet with them. Talk to them. Listen to them. Respond to all comment cards / feedback with 24 hours.
14. Every new member needs to go through an Orientation/Fitness Assessment – This is about connectivity. We must connect with our members and establish member/staff connection and member/member connection. We must start every new member with an Orientation without fail.
15. Our goal is to get our attrition rate at or below 30%! We will probe and learn from every member that cancels. We will need to have a “save” strategy and reach out to all members prior to their cancellation date. This includes supporting Member Services with past due balance collections to avoid bad debt write offs.
16. We should connect three times with every member each visit. Once upon entry. Once in their area of usage (massage, individual fitness, group fitness, sports, etc.). Once upon their exit. Three service-encounters every time. The goal is to WOW our members with service, results and connection.
17. We need to embrace our sales software and utilize our CRM tool to enhance our communication with prospects and members. This is a huge tool for sales, retention and non-dues revenue (NDR).
18. We need to score 90% or better on every Inspection and 100% on the Safety/Posting component every time we are inspected. Our clubs must be ready, clean and maintained every day.
19. Focus on Non-Dues Revenue per member. “Plug & Play” programming. Cross promotion and team alignment. We have a lot of opportunity for growth in this arena.
20. Perfection is the goal! Get Members / Keep Members. Run it the right way and the results will come. Put it all together and focus on putting people first, product second and the profits will be there. Manage your numbers to achieve your quarterly targets. This is the year of alignment and putting it all together!