10 KEYS TO PROFITABLE NON-DUES REVENUE PROGRAMMING Laurie Cingle, M.Ed. Akron General LifeStyles laurie.cingle@akrongeneral.org and Laurie Cingle Consulting and Coaching Laurie@LaurieCingle.com
Most Profitable Programs and Services Offered by Fitness Facilities 1 Personal Training 50.5% 2 Massage Therapy 28.2% 3 Pro Shop 26.2% 4 Aquatics Programs 24.3% 5 Tennis Programs 20.5% 6 Food and Beverage Sales 11.7% 7 Tanning 9.7% 8 Physical Therapy 7.8% Summer Camps 7.8% 9 Kids Programs 6.8% Martial Arts 6.8% *among their 5 most profitable programs (IHRSA survey)
30%
Missing... Events Parties Socials Leagues Wellness programs Weight management programs Nutritional products Gift certificates Program fees In-center advertising
Ten Keys to Profitable Programming
Key #1: Offer a strong menu of services both complimentary and fee-based.
Types of programs Free or fee-based One day or 12 weeks in length Short-term or on-going Competitive or non-competitive Motivational - like a Monopoly program Progressive, like personal training or behaviorchanging programs Profitable business or social club Just-for-fun or results-based
Popular topics members will pay for Weight loss - #1 reason people join a center. Maintaining function and good health Anti-aging Sport-specific/High intensity conditioning - for adults and teens Personal Training/Small Group Training
Structure Support Tools
Template for creating new programs
Template for creating new programs Informational Meeting
Template for creating new programs Goal Setting and Assessment
Template for creating new programs Structured Tool
Template for creating new programs Exercise
Template for creating new programs Education
Ideas for programs that will increase revenues
Other program titles 5 Weeks to 5K Success Pain Free Exercise Program Pre-, Post-Natal Program Pilates membership Posture Enhancement Program 5 Keys to Healthy Living Body for Life based on Bill Phillips book; has products Extreme Fitness Makeover Dance Membership Bikini Boot Camp Prom Boot Camp Bride Boot Camp
Key #2: The more programs you offer the more members participating.
More is more The more money a member spends at the center the longer their length of membership stay.
Key #3: Consistently offer monthly fun motivational programs in addition to profit programs.
Why?
Scored and several weeks long Indianapolis 500 Monopoly Team Trek
Just-for-fun Dog Walk Outdoor Bike Ride Black Jack Commit to Get Fit
Educational Wellness lectures Guest Speakers
Social fitness Group Exercise classes Tennis and racquet sports
Sports Leagues Tournaments Camps
Racquet sports
Aquatics
Key #4: Provide a strong new member orientation, preferably one-on-one rather than group.
Traditional ways of integrating members Physiological assessments Functional movement screen assessment Equipment orientation 3 Free pt sessions Jump Start pt package sold at POS One-on-one private sit down with MIS Intro classes to group ex, racquet sports, etc.
Key #5: Have a system in place for connecting members to programs.
Implement a structured sales system for presenting Personal Training and programs to members
Identify a dedicated Member Integration Specialist (MIS) Responsible for PROGRAM sales (and not a personal trainer)
Enrolling Members in Programs All program staff, trainers and instructors for a specific program must be able to : describe the benefits overcome objections comfortably ask for the sale
"Hiring good people is hard. Hiring great people is brutally hard. And yet nothing matters more in winning than getting the right people on the field." - Jack Welch, retired Chairman and CEO of GE
PEOPLE MAKE PROGRAMS WORK!
Key #6: Staff your fitness floor with the right people who are there to help members and not just sell personal training.
Hiring the Right people
Your Ideal Champion
How do you determine if they have these attributes?
Key #7: Eliminate the do more with less attitude when it comes to job functions.
Staff who wear many hats do not typically do well. Niche your staff.
Key #8: Hire high-quality, professional full-time personal trainers.
Key #9: Train your staff and managers and provide follow up training regularly.
We are comfortable providing technical training... In-house by staff expert Certification organizations Outside experts brought inhouse Industry conventions / seminars On-line sources Video training Subscriptions Webinars
BUT We are weak in teaching Professional Communication skills
Program champions who fail to develop rapport and relationships with people will miss out on opportunities to fill our programs
68%
...lost business attributed to poor staff communication skills
First impressions are most important
7 seconds
5 THINGS PEOPLE REACT TO IN AN INITIAL MEETING...
APPEARANCE
BODY LANGUAGE
PERSONALITY
KNOWLEDGE
PROFESSIONAL GREETING
Elements of the Professional Greeting
Smile Elements of the Professional Greeting
Eye Contact Elements of the Professional Greeting
Introduce Yourself Elements of the Professional Greeting
Shake Hands Elements of the Professional Greeting
Engage in Conversation Elements of the Professional Greeting
A conversation should always include a.. compliment - appearance or performance suggestion or correction - exercise technique promotion- program or event
THE GOOD-BYE
Additional Professional Communication Skills Training Business writing courses Toast Masters Video / audio them communicating Create templates for written communications Create scripts Role playing Training on how to interview others Create systems Practice, practice, practice
Key #10: Communicate regularly with your members and the community.
Program marketing to existing center members and community Newsletter - mailed quarterly Word-of-mouth referral Posters and flyers Program flyer enclosed in monthly dues statement Website Email blast Medical community Public speaking to groups
Other marketing Create multiple programspecific websites Free section of local paper Radio show guest Classified ads Portable outdoor signs Center s main sign Newspapers/letters by church groups, clubs, etc Prop-and-Stops Mail post cards Ad cards in bags Tear-offs YouTube/Twitter/Facebook
Laurie Cingle Laurie.cingle@akrongeneral.org Laurie@LaurieCingle.com