Bobby Hines, an Anytime Fitness franchisee owner with five clubs in Louisiana, was recently promoted by Anytime Fitness corporate to Member Experience Director. Hines discussed his new role with Club Solutions, sharing his duties and how other owners can improve their club’s member experience.
CS: What do you think about your new role with Anytime Fitness?
BH: I am honored to be in this position. Instead of focusing on lowering costs or adding amenities, we are focusing on the member experience and [members’] success, which is congruent with our company DNA. We have not wavered off the path of people first.
CS: As Anytime Fitness’ Member Experience Director, what are your main responsibilities?
BH: I work with Bodyworkz, our personal training support division, and Anytime Health, our online health and nutrition resource center. We want to create a unique experience for each member that meets them where they are in their fitness journey and provides multiple ways for them to experience our clubs. We are also exploring options in the virtual space to continue their experience outside of our walls. Ultimately, my goals are to increase engagement, decrease our system-wide attrition and increase non-dues revenues.
CS: Where do you think a lot of clubs miss the mark when it comes to members having a great member experience, and how can this be remedied?
BH: I think a lot of clubs fail to build genuine relationships with members. When you have systems and people in place that build genuine relationships, sales and retention is easy! I believe cleanliness, music, nice equipment and wall color are all part of an experience, but members’ loyalty is limited to when the next, more beautiful club opens nearby. Relationships keep people, not equipment and pretty walls.
CS: Describe a mistake or past experience that was a defining moment for you as an Anytime Fitness franchisee. What did you learn from it?
BH: At the beginning of this year I told my club managers to focus less on new sales, and more on retention. For one person to be fully dedicated to both is really tough. What do you think happened? Our sales dropped to our lowest in four years! What I learned from this is we have to have a dedicated sales person, but also a dedicated retention specialist. In order to have a complete system and an exceptional member experience, someone has to own the process that happens AFTER the member signs up. We have since hired a full time Member Experience Manager that is dedicated to our retention processes.
CS: As the new Member Experience Director, what are you most excited about?
BH: I believe projects we are working on will become our greatest differentiators. That is challenging and exciting!
As told to Rachel Zabonick
