10 Simple Ways To Improve Your Leisure Business

Transcription

1 10 Simple Ways To Improve Your Leisure Business Craig Campbell Commercial Analyst

2 A bit about me

3 10 Simple Ways To Improve Your Leisure Business

4 1. Train gym staff to use your own gym kit

5 1. Train gym staff to use your own gym kit Process Create a document to show how to use the kit, what people do wrong and why you would correct them Induct them Benefits Increased interaction between staff and members (200 reasons to interact) More consistent service Improved retention and referrals

6 2. Monitor Gym Programmes

7 Process 2. Monitor Gym Programmes Put a programme check in place Carry out Fitness Manager reviews Benefits Programmes written for individuals Better results for members Better retention

8 3. Measure Members Progress

9 3. Measure Members Progress Process Determine which measures to use Train staff to understand and adopt Embed into processes Benefits Members understand health benefits of membership Achievements are recognised Another reason to interact Create marketing opportunities

10 3. Measure Members Progress Marketing Message Examples: Last new year we helped our members to lose 490 stone (6860 lbs.) that is 1372 of these

11 3. Measure Members Progress Marketing Message Examples: We saved our members hearts from doing an extra 30,000,000 beats over the next 10 years. What are you going to do with yours?

12 3. Measure Members Progress Marketing Message Examples: We have helped our members drop 100,000 inches in the last year, that s a lot of material

13 4. Understand Net Member Movement

14 4. Understand Net Member Movement Process Review sales process Pick a good database reporting system Calculate membership category yield Benefits Control of income No nasty surprises

15 5. Increase Sales Team Product Knowledge

16 Process 5. Increase Sales Team Product Knowledge Create Feature / Benefit document Train and assess the team Benefits Customer expectations met More sales targets achieved Positive member net movement

17 5. Increase Sales Team Product Knowledge Feature for a treadmill Incline, speed, heart rate monitors, quick stop etc Benefit Varied programmes, prevents boredom Heart rate training, ever evolving programmes

18 6. Target BACS Reject Collections

19 6. Target BACS Reject Collections Process Create accurate reports Document the process Train staff Benefits Recovery of income and members Optimum use of admin time

20 BACS Rejects Report

21 7. Maximise Booking Utilisation

22 Process 7. Maximise Booking Utilisation Closely monitor booking utilisation Develop programmes to fill empty spaces Communicate to staff and customers Benefits Better business planning Improved income

23 8. Improve Customer Feedback

24 Process 8. Improve Customer Feedback Create a feedback board Enable anonymous feedback (QR Codes) Analyse feedback Benefits Better retention Improved local PR

25 9. Monitor Group Exercise

26 Process 9. Monitor Group Exercise Use a traffic light system Display a classes in danger board Class promotion Benefits Customer / member engagement Improved retention Payroll efficiency

27 Traffic light for courses and classes

28 10. Take Care With Price Increases

29 10. Take Care With Price Increases Process Measure cost of increase vs. cost of loss (net gain) Pick best method for your customer base Look into timings Benefits Reduced risk to direct debit run Improved income Customer loyalty

30 10. Take Care With Price Increases Options Increase all members Increase all new members Increase only active members

31 10. Take Care With Price Increases Total Members 2,000 (Sleeping members 35%) (700) Current monthly income ( 25/month) 50,000 pm Price increase ( 1/ month) 2,000 Target revised income 52,000 pm 25% of sleepers leave (175) Lost income ( 25/month) 4,375 pm New total members 1,825 Actual revised income 47,450 pm Net Loss 54,600pa