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We are in the business of
ENTERTAINING
Simon HallFILEX 2009
Introducing the
Entertainer Trainer
•Membership Retention
•Entertainment v Knowledge
•Play and Experiences
•5 Key fundamentals to Build your CAST
Retention...Retention....Retention
•Conference schedules
•Retention Research 2001 and 2006
Dr Merlyn Hillsdon
•2009 AFIS - Ezypay
620 clubs and over 7,000 members
Winning the....
• Creating exercise habits early
• Create belonging
• Education
• Staff engagement
..Retention Battle
2009Australian Fitness Industry
Survey• 620 Australian health &
fitness clubs
• 7,000 active and lapsed club members
• 45% of members Very Satisfied with there club
• 60% of members stay no longer than 12 months
“Some staff need to learn how to smile and be customer friendly. If they don't want to deal with
people then they shouldn't be in their current positions.”
“Interestingly enough, the staff member i signed up with now completely ignores me when i visit the gym - i
guess once she signed me up that was it.”
“I feel that the trainers are not very friendly ,only if they need to sale there personal training to you will
they give you a smile.”
“the majority of the staff members are very welcoming. I have been a member of gyms
around my area before and i found that at XX Club the staff are a lot more welcoming and
friendly”
What are the members saying......
Members Satisfaction
Level
Entertainment V
Knowledge
entertainment
knowledge
entertainment
knowledge
entertainment
knowledge
We can’t throw FISH
FISH Philosophy
PLAY
Make their Day
Choose your ATTITUDE
Be Present
The Experience Economy
absorption
active participation
immersion
passive participation
Building your CAST
Connecting
AccountabilitySelection
Engaging
Education
the Entertainer
Trainer
Selection
• Group interview process
• Group interaction - observe
• Situation - Group Dynamics
• Speed interviews
• Skill quiz
• Trainee Shift
• Walk the floor
Select on Personality not on Knowledge alone
Accountability
• Total understanding of role and expectations
• Detailed work schedule
• Monthly practical skill review
• Meet and Greets
• Show and tell cleaning
Consistent Delivery
Engaging
• Aesthetics - the Playground
• Timetable interaction
• Music
• Theme days
• Staff attitude
• Throw some FISH!!
Your GYM floor must have a PERSONALITY
Education
• Education is KEY
• 4 visit induction✦ 1 - consultation / chat✦ 2 - Program intro✦ 3 - Refresher✦ 4 - Something NEW - GF - PT
• Education material to back up inductions
• Seminars - Muscle Madness
• Monthly Quizzes
Members Drop out because they think they have FAILED
Connecting
• Group activity
• Walking HELP Desk
• Create habits✦ Forever Fit✦ 4 visit Induction
• Challenges
• Social activity
• Moments of Magic
• Meeting points
Members rejoin for the connection
Play
Attitude
Make their DayMake their Day
Be presentBe present AestheticsAesthetics
Entertainment
Escapist
EducationEducation
the
Entertaine
r Trainer
Belonging
EducationEducation
Staff
Create habitsCreate habits
Selection
Engagement
Connection
EducationEducation
one last thing.....
We all know the members can be a handful...