Health clubs need to get back to timetested basics focusing on the needs of every client who walks through the door Photo by Thinkstock

Health clubs need to get back to time-tested basics: focusing on the needs of every client who walks through the door. Photo by Thinkstock.

Success Happens When You Master the Basics Instead of Chasing the Latest Trends

As club operators focus on things that are constantly changing, we tend to lose sight of what matters most: Meeting the basic needs of each and every client who walks through our doors. Our daily business should be built around old-school principles that have withstood the test of time.

Have you ever asked yourself whether your fitness facility has mastered the basics yet?

By basics, I'm talking about:

  • Delivering on our promises every time.
  • Redefining eating habits for clients beyond pushing supplements and shakes.
  • Establishing better sleep patterns for your clients, your team and even yourself.
  • Improving clients' lives through fitness.
  • Remaining friendly and inviting.
  • Building relationships.
  • Taking daily steps toward fulfilling your vision.
  • Taking care of your team to ensure they thrive in your environment.
  • Honoring the values you have established on your wall and in your employee manual.

The list of basics could go on and on. But a lot of fitness facility operators focus on the next big thing to attract new clients and keep the regulars loyal. They attend conferences and trade shows to discover something hot and new. They chase rabbits trying to keep up with the latest trends and technology. They seek to create the wow factor and be as unique as possible.

As we focus on things that are constantly changing, we tend to lose sight of what matters most: Meeting the basic needs of each and every client who walks through our doors. These clients are the ones who commit each month to invest their hard-earned dollars in our services, the ones who sacrifice time out of their busy day to spend 30 to 60 minutes at our facilities.

The core of our daily business should be built around old-school principles that have withstood the test of time:

1. Take personal responsibility. Great companies, the ones that transform lives, always start with having a deep sense of personal responsibility to help each and every client.

2. Be humble. This is about doing what's expected of us. The basics. It is not about looking for praise or a medal because we went above and beyond to fulfill our clients' basic needs.

3. Maintain a good work ethic. This is about delivering on the leadership roles our clients expect from us. Clients are not hiring personal trainers. They want coaches who are going to lead them to accomplish the mission that lays ahead.

4. Embrace challenges. We face an epidemic of poor health every day, and that can seem overwhelming. However, this challenge and other challenges build the character and redefine the missions of almost every gym in the future. True success comes from overcoming great challenges.

5. Keep it simple. If you are not excelling at the basics, then no one cares about your complex rewards program, supplement routine or training program. Don't overcomplicate things or you risk confusing and scaring off members. 

When it comes to mastering the basics, it is not about the culture created from a mission statement, rules or employee manuals. Culture is a byproduct of consistently taking action around the basics, not mere words.

At your next staff meeting, ask your staff whether they think your facility is mastering the basics that helps you meet clients' needs. In the comments section below, share your insights on how you have mastered the basics in your business.

Hide comments

Comments

  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.
Publish