Club Insider

The Club Insider Archives: March 2022

From the Industry, For the Industry

By: Justin Cates

Justin CatesJustin CatesThe world is a different place now than it was two years ago, and as such, the health and fitness club industry is a vastly different place, as well. Now, imagine twenty years! Many of the technologies we know today did not exist or were at levels of development that they are unrecognizable today. Additionally, and because of technology, customers have changed. Simply, they expect more, and to succeed, we must deliver... all the time. Just over twenty years ago, Visual Fitness Planner (VFP) was ready to blast off, and blast off it did!!! What began as a software tool that allowed people to physically see themselves in advance of their fitness journey has turned into an end-to-end Customer Relationship Management (CRM) system called VFPnext. In this new world, the companies who are able to attract, sell to and then seamlessly serve customers from end-to-end will retain those customers. The customer bases builds and builds over time, and greater successes are achieved. Read More

Are You Onboarding Your New Salespeople Successfully?
By: Gary Polic

Gary PolicGary PolicThe number one objective of this article is for you, the reader, to take a good look at your sales representative onboarding process. With that said, the war of attrition with salespeople is an ongoing battle. However, what would you say if I said, "It doesn't have to be that way!" I am not saying that the salespeople we hire are not committed; we as an industry or club sales leaders are not committed to them! Think about it. How does a Fortune 100 company launch their new salespeople into a sales production roll? Do they train them for 1 - 2 days and say, "Here's your quota... Go Get 'Em!" The true answer is NO, that is not what they do. However, is that what we do? And, if so, that is exactly WHY we have a high attrition percentage with our salespeople and/or have a low-producing sales team. Read More

The Seven Steps in an Effective Sales Process
By: Frank Guengerich

Frank GuengerichFrank GuengerichOver the years, I've had the good fortune to learn all about the sales process from the best. I always joke to my team that I've never had an original idea; I've just listened closely to the greats, been very coachable and replicated what they taught me. I'd like to share what I've learned, and perhaps, this may assist you as well. Before I review the Seven Steps in an Effective Sales Process, I'll start by saying the most critical value a salesperson must possess is to be passionately committed to the product he is selling. If you are not prepared to purchase the product and use it yourself, it is hard to imagine how you can be successful at selling it. If you're selling fitness, wellness and living a healthy lifestyle as a profession, do you live that way yourself and what type of example do you set for those around you? These are the seven steps to follow to have an effective and results-based sales process... Read More

An Open Window Into 2022
By: Sara Kooperman, JD

Sara Kooperman, JDSara Kooperman, JDWith 2021 in the history books and 2022 well under way, it is not too late to reflect and embrace the full potential of this year. While the past two years have presented some of the most difficult challenges the fitness industry has ever faced: the shutdown, gym closures, fierce cleanliness demands and the rise of hybrid fitness platforms, it's also created unique opportunities for growth and innovation. Ongoing COVID waves forced us to take a deep look at not only how we exercise but why, creating an overall shift in the approach of health and wellness. While home gyms and digital workout platforms are here to stay, consumer behaviors will continue to shape the industry's landscape. Let's look forward and break down some of the top fitness trends gracing our fitness world... Read More

The Team to Reach the 80%
By: Terry Browning

Terry BrowningTerry BrowningReaching the 80% is a challenge many operators face, especially today after the shake-up of their membership over the last two years. This segment of the population isn't getting the recommended amount of exercise and activity; they don't belong to a fitness facility; and many are overweight, obese and completely inactive. Your instructor team can play a major role in helping to ensure you can appeal, connect and keep this elusive 80%. British entrepreneur and business magnate, Richard Branson, has said, "A company's employees are its greatest asset, and your people are your product." Because group fitness has proven to be a reliable strategy for member retention and has shown to have one of the lowest costs to service members, making sure your product (your people) is a diverse and committed team is essential to reach more people and grow participation. Read More

A Promising Future in Employment for the Fitness Industry
Have you found finding and hiring qualified candidates challenging? After recently reviewing an article by Dr. John Sullivan, entitled: Why You Can't Attract Enough Applicants During This Pandemic Fully Explained. Dr. Sullivan asserts how the "pandemic-related factors limit job applications." If you are having difficulty finding qualified applicants, below are some of our suggestions to increase your chances of finding the best fit for your facility. Let's touch on a few of the bulleted items expressed by Dr. Sullivan... Read More

Crunch Fitness Launches New Military-Based Fellowship and Employment Placement Program
NEW YORK, N.Y. - Crunch Fitness has announced the launch of 'Strengthened by Heroes,' a military-based fellowship and employment placement initiative designed for service members who are completing their active-duty commitment and wish to pursue a career as a Personal Trainer at Crunch Fitness. 'Strengthened by Heroes' Fellows will have the opportunity to work three to five months with Crunch, with access to free education and certifications from sponsors including the National Academy of Sports Medicine, TRX, My Steady Mind and dotFit. Participants will receive ultimate placement into a permanent role following the end of their service date. Read More

Ten Creative Fitness Ideas to Attract More Members
In the last few decades, interest in physical fitness has increased dramatically as more people have become aware of how good health can benefit them. Staying healthy can reduce the chance of getting serious illnesses, improve quality of life and even lower insurance costs. According to the International Health, Racquet & Sportsclub Association (IHRSA), approximately 67% of Americans engage in fitness-related activities. That's a promising statistic for personal trainers and gym owners who are trying to gain customers because it means millions of citizens are just waiting for the proper workout and offer. Fortunately, there are several effective tools fitness professionals can use to attract and keep clients... Read More

In Case You Missed Them
February 2022 Headlines

In case you missed them, here were the headlines for February 2022 as published in Club Insider Weekly. Read More

Norm's Notes for March 2022
By: Norm Cates

Norm CatesNorm CatesHello Everybody! This is your Club Insider Founder and Tribal Leader Since 1993 checking in with our 339th monthly edition! YAHOO!!! Folks, I'M VERY GLAD TO BE ALIVE and writing this greeting to y'all! And, a bonus for me today is the thought that we're only a couple of months away from the Spring time here in the ATL! Moreover, I'm basking in the afterglow of having interviewed VICTOR and LYNNE BRICK for our February 2022 Cover Story, which was truly an amazing story with a focus on LONGEVITY. It's entitled: BRICK BODIES... Something to Behold! So, folks, IF you've not yet read it, YOU REALLY SHOULD FIND OUR FEBRUARY 2022 EDITION and READ ALL OF THE STORY! I promise YOU will be GLAD you did!!! Read More

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