I know TWO very important things about you and your business.
I know these things because of the conversations I have recently had with some of you.
First, things are very busy in the fitness business space right now. This is a good thing.
Second, you are very concerned about not losing members and clients to the increasing competition.
Several of you have suggested this as a topic to address in these emails. And since I love getting feedback and hearing your suggestions, let’s get started.
We can put two fitness facilities on the same street, across from each other with identical facilities, equipment and staffing patterns. One will thrive while the other will struggle in comparison, or even go out of business.
What is the difference between the one that thrives and the one that struggles?
The short answer is the business culture. The longer answer is all the components, that when combined, create the business culture.
There are many aspects of a business culture, but one of the foundational cornerstones is that the owner is in close contact with the customers and remains in close contact with them.
Most fitness business owners will tell us they are in close contact with their customers. When we dig deeper, we usually find things that are surprising, if not alarming, that the owner was not aware of.
We get busy and focus on training our people. Periodically, every 3-4 months, we need to step back and take the pulse of our membership and customers. Don’t fall into the trap of thinking because they seem happy and show up routinely, that they are with you for life.
Let’s get closer to what they are really thinking. It only takes a few minutes if you follow the plan outlined in this 2:30 video. Be prepared for a few surprises.
