Members seek out health clubs for a myriad of reasons. However, most are searching for results.
Anyone that has ever attempted to lose weight or work towards a fitness goal on their own knows it’s a difficult and lonely road. Clubs have unique opportunities to offer assistance in the form of programming.
“Programming is any periodic or progressive series of classes or events, typically fee-based, available in addition to regular membership privileges,” said Sharon Nevins, the vice president of marketing at Maryland Athletic Club (MAC).
Getting members involved with programs sets them up for success, but selling them on the idea of spending extra money in addition to their membership may be difficult. An educated sales staff will be able to help members see the need. “Our sales team is trained and coached weekly on all topics to make the customer experience better, which includes introducing these programs as the need is uncovered during the sales process,” said Debbie Lee, the marketing director for Gainesville Health and Fitness Centers (GHFC). “If someone has knee pain, our sales team will quickly introduce them to the arthritis and aquatic center, knowing that if a problem is solved, the customer will have received the best experience.”
To better “upsell” members, sales representatives need to know as many details about both their members and the programs as possible. “We present new program options at weekly sales training meetings,” Nevin said. “We allow and encourage sales reps to participate in programs, and we commission the sales reps for selling programs in addition to membership.”
Having a program you can recommend to new members, like The Houstonian Clubs & Spas’ Resolution Shape Up program, can assist sales. Shannon Cauley, the club fitness director at The Houstonian Clubs & Spas, explained that Resolution Shape Up uses a comprehensive system with weights, cardio and nutrition to help members lose weight. If members aren’t interested in a group setting they are then directed to a personal trainer.
When it comes to designing new programs, a club needs to decide what problems can be addressed and solved by implementing this new program. GHFC decides on new programs based on a problem/solution model to define the demographic. “For example, we determined that arthritis was a huge health concern and developed arthritis programming to become the solution for our community,” Lee explained. “The demographics are age 40 plus with various forms of arthritis (osteoarthritis to fibromyalgia). We have also seen an expansion of our arthritis program to include younger people who use water therapy in injury treatment and pregnancy.”
“Most people need some guidance to get started and stay motivated toward their goals,” Nevins said. “Only a minority of members have the ability to come into the club and do their own thing.
Programs that are suited to the needs of our members, with a start date and end date, that provide hands-on attention, produce the greatest results.”
Developing new programs is part of the job description of working at a club, said Kelley Bettis, the group exercise director at The Houstonian Club. “We have a social responsibility to our members. Members want to be social and interact, and it’s our job to lead them and guide them.”
The Houstonian recently had great success with a program called “40 Day Challenge.” The group exercise and membership staff teamed up to host the program. “We really wanted to create some chatter outside of the club with this program,” Cauley said. “We wanted people to be talking about it.” The program measured the total percentage of body fat lost. A member’s initial body weight and body fat were recorded. Cauley said the staff was surprised when 208 participants signed up. She attributed the program’s success to the $25 low program fee, which is unheard of by Houstonian standards. The program also encouraged members to try different areas of the club to amp up their workouts.
GHFC has also set up some unique programs that provide solutions for their members. In addition to arthritis programming, GHFC offers a Healthy Back program, designed to prevent and, in some cases, eliminate chronic back pain, and cancer recovery programs. “Our cancer recovery is more popular than other health-issue type of programs,” Lee said. “I attribute this to the media’s coverage of the topic.” The cancer recovery program is promoted by physicians in the area as well as other means of marketing, such as the GHFC website.
The MAC works with physicians as well. They offer a Healthy Start Program© that is offered to physician referrals. Nevins said the program is successful because of a low-trial price-point, dedicated outside medical sales reps and the results members receive from the program. “When we first launched this program it was marketed as a physician-referral program,” Nevins explained. “We marketed our program to area physicians and we had a dedicated medical liaison who called on doctors. After a couple of years we opened up the market and began marketing to our members — to refer loved ones to Healthy Start — as well as to the general population; to that very important segment of the market who believes they need to exercise, but are afraid or intimidated to become a “member” of a health club. At least 50 percent of Healthy Start participants become members after they finish the program.” This program was the brainchild of Phil Wendel at ACAC who partners with the MAC.
Future programming options are essentially limitless, restricted only by imagination and resources. Nevins sees a future need for more programs that address the needs of special populations and specific health risks, like obesity, diabetes, high blood pressure and orthopedic issues. Both Bettis and Cauley see an opportunity for the most time efficient programming for members.
Most importantly, programming should continue to evolve. Lee explained those programs that will be successful in the future address problems people are experiencing and help to solve them.
“These programs can also provide a portal to the gym for those that aren’t quite sure the gym environment is for them. I see GHFC expanding programming beyond physical fitness into other areas, such as mental, financial and social health. We will evolve to take care of the whole person.” -CS
By Ali Cicerchi
