Review of the retention workshops

Cascade3d

Retention Workshop Overview

For the last few weeks I’ve been travelling round the UK with my colleagues Will and Dawn-Anne and our partners from GYMetrix, FitLinxx, ukactive, Proinsight and Dynamics.  We’ve been discussing retention with delegates from 57 different leisure organisations. 

Thank you to everyone that came along to one of the workshops and, as promised, here’s an overview from me of what went on.

Will Jones, Cascade3d

Will’s introductory session covered basic reporting for retention.  We looked at attrition rates and net member movement and other key metrics.  A majority of the leisure organisations we spoke to are still struggling to get this fundamental data out of their systems on a regular basis – a live dashboard view seems like an impossible dream.

Customer comments – you told us that this is too difficult and you don’t have the time to do it.  But you really need it!  We can help – take a look at our Online Dashboards or call us for more information.

Rory “Biceps” McGown, GYMetrix

Using data to make decisions on what kit to buy?  It’s a no brainer!  If you’re due to upgrade your kit, refurbish your gym or open a new site, it makes sense to look at the stats. Many of our delegates were surprised to find that they are massively underestimating or overestimating demand leading to frustrated customers and wasted money.  Check out Rory’s presentation to find out more.

Customer comments – you all loved this session and it gave you lots to think about.

Craig “Colours” Campbell, Cascade3d

I looked at improving customer interactions and how and why we need to make the most of every opportunity.  Getting back to basics and training staff properly is the key to improving retention.  Sorry about the ‘stomach churner’ video clip, but I needed to get the point across.  We can prevent incidents like this and get people fitter faster if we communicate effectively and interact consistently.

Customer comments – can’t believe we haven’t got the basics in place even though we’ve been working with other partners who are apparently retention experts.   

Colin Neale, FitLinxx

The wearable tech revolution is on its way so why not lead rather than follow?  Colin showed how these devices could help us to reach out to more people (and grow memberships) by making people realise that they really do need to get fitter and healthier. Delegates loved the way that wearable tech can be used to help people who can’t always get to the gym.

Customer comments – How do we join the revolution? Colin over to you mate. Show them how easy this is.

Mark “Rain man” Harrison, Dynamics Dance & Fitness

Mark showed us how to WOW clients and keep them coming back for more.  Not with any fancy tricks but using Advanced Training Techniques, the latest nutritional advice and solid, long-term programme building.  This is how fitness is done, simple and effective.  There are some fantastic instructors and PTs out there, we need to have pride in our teams and train them to be the best.

Customer comments – it’s so obvious now Mark has shown us, didn’t realise it was so easy, how do I book him!

Kyle “ukactive” Linzell, ukactive

Kyle took us through ukactive’s Benchmark report and what it tells us about the current health of our industry.  So, how can we help ukactive to help us?  These guys are the focal point for the leisure industry so let’s be more proactive - by sharing information we can all benefit from their best practice advice.

Customer comments – delegates from Scotland and the north said it was nice to meet someone from ukactive, so get up north Kyle - you may even like it!

David “Towie” Hopkins (from Kent), Proinsight

By far the best mystery shopping company on the market - and that comes from customers and companies who should know.  Their shoppers look like real customers (because they are) and can combine insight from group exercise classes, the swimming pool, phone calls and web enquiries and customer and staff surveys. If you are not using a mystery shopping service to improve retention give them a call and find out why you should.

Customer comments – delegates really liked the human aspect of what David does, it’s a tool not a weapon.

Will Jones, Cascade3d

Will talked us through what a member journey is and why every business needs one.  By breaking it into simple steps like ‘first day’, ‘first week’ and first month’ it’s easy to work out what the customer needs.  Creating the journey should always start in the gym not the marketing department, keep it simple and measure it by “would you like your parents to go on this journey?”

Customer comments – surely it can’t be that easy? Sorry, but yes it is and it will transform your customer relationships (and your retention figures).  There’s nothing stopping you so DO IT!

 Craig “Colours” Campbell, Cascade3d

Our final session looked at DISC profiling (otherwise known as ‘are you red, green, yellow or blue?’).  If you don’t feel you are getting the best out of your team members why not give this a try?  It’s amazing how when you get people doing what they like doing then standards improve. DISC profiling will enable you to recognise, understand and adapt to the needs of your team members AND your customers.

Customers comments – how freaky is that, not only did he get me right but I can now see how it works for members of my team and where I am going wrong with them.   

What an amazing couple of weeks!  A BIG thank you goes out to everyone who came along (some of you travelling very long distances) and to all the partners who created the best workshop experience I have ever been part of. 

I hope we will see you all again very soon.

Craig Campbell

P.S. If you would like a copy of the slides please email me [email protected] or call 07730 217377.