I Can’t Beleive He Said That!
“..in the corporate fitness world it’s so different than commercial settings where people join and then they just forget about them.”
Those words came from a student intern this summer. He was describing some incentive contests he had designed. He was finishing up a four year degree with a required internship and doing his at a corporate fitness site. It was his first and only impression of the fitness industry up close and personal.
His perception is that commercial fitness businesses don’t care once they get the signature on the bottom line.
I heartily disagree! What’s my evidence? Contests, challenges, incentives and programming in our group fitness studios and our group (personal) training programs to target specific needs of customers in our programs. The last thing we want is for a customer to join and become low maintenance! We’d prefer high maintenance customers because once they’re involved in our programs they get results, they stay longer. And sure, the longer they stay the longer they pay….but more importantly the more ripple effect that they have.
They have a quality of life they’ve never experienced. They share that with their family, their friends, and their co-workers. They become better parents, employees, bosses, spouses, and community members. It’s a win-win when our society improves it’s health.
Take some time to make sure that your marketing efforts relay the kind of message to your audience and customers that you want. Make sure they know you care.
Write a thank you note or an acknowledgement of progress or just positive behavior change regularly. Put it on your calendar every week to write at least two. It’s not hard to come up with a list of names once you start thinking or asking others around you.
What you think your message is matters less than what your customers think your message is, so have others review it for and with you.
It shows that even over four years a student of exercise science isn’t getting a clear message of the fitness industry and why the majority of fitness pros are in the business in the first place. If that’s true, the general public surely isn’t any better off.
Be the change. We obviously need to make a different impression in a lot of folks.