Especially with the fitness industry, it is hard to determine if something is a fad or a new training paradigm. Looking at new training tools and determining if it is a good idea to purchase for your club, is a multi-step decision.
First look at the product and if there is a science behind the tool. If you can get research studies or white papers on the use or the science behind the tool, that is ideal. Also, look at the mechanism by which the tool operates. Does it abide by the known bio-mechanics that all training certifications teach or is it a new unproven science that you need to research.
Second, try and get a demo unit for your club. Have trainers work on it first and get feedback. Then have trainer clients use it and get their feedback. Try not to put the tool out for general member use unless you are for sure going to purchase, as you will set up an expectation from members that when they try out new tools, they will be getting a few. Let the trainers be the major voice in getting feedback. They should be the most educated on exercise and have the best opinion.
Third, decide if the tool will be revenue generating or if it’s a complimentary thing for members. If it is a revenue generator, then it needs to be set in a special place and only allowed for use with a trainer. There needs to be designation of ‘why’ this tool is special enough to charge to use and this needs to come from everyone in the department. The more that you can also get other departments to support you, the better. If it is a complimentary thing for members, then also make it special that you are giving members something for free.
The fourth item to analyze is if you are going to charge for use, when does the ROI (return on investment) occur? Depending on if you pay commission to trainers or other staff who sell using the tool, you may want to consider doing a pro format on at what point you pay for the cost of the tool and how much money you will make. This will allow you to see how much you may have to spend.
Lastly, whatever you decide to do, make the splash to members BIG! Make it a big deal and get all your staff to promote the service and the new piece in the club.
Vic Spatola is the Director of Personal Training for Greenwood Athletic and Tennis Club in Greenwood Village, Colorado, a suburb of Denver. Contact him at vics@greenwoodatc.com.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
