On December 5, 2013, Dynamic Health and Fitness in Lexington, S.C. celebrated its first anniversary. On the heels of its first year in business are an expansion and the possibility of two new locations.
“Over this last year, it’s been phenomenal,” said Matt Mollohan, the owner of Dynamic Health and Fitness.
When the club first opened, Mollohan expected the gym to reach a membership of less than 1,000. Currently, Dynamic Health and Fitness boasts around 1,800 members.
Dynamic Health and Fitness features a variety of premier amenities and programs, including state-of-the-art equipment by Matrix Fitness, personal training, group exercise classes and nutritional counseling. However, in light of the unforeseen high membership numbers, Mollohan has found the need for a 4,800-square-foot expansion. This will allow for much larger free weight, cardio, group exercise and functional training spaces, in addition to an indoor cycling room that will boast virtual classes.
Mollohan attributed the unexpected success to the club’s focus on customer service. “We under promise, and over deliver,” he said. “We provide a lot of the same amenities as a big box gym, but we base our entire business off of customer service.”
Part of that “under promise and over deliver” mindset includes an emphasis on having each new member undergo a fitness assessment, so staff know exactly what members’ goals are.
“There is nothing worse than having a member that signs up and then they get turned loose into an environment they have never been in before,” said Mollohan. “We make it a non-intimidating, positive and pleasant place to be. We don’t believe in numbers, we believe in service. The more successful members we have, the more new members we will have walking through our door.”
According to Mollohan, the word-of-mouth spread from members’ success, and a focus on high service standards, has led to a high number of membership referrals. “About 90 percent of our membership is based off of referrals,” he said.
To encourage member referrals, Mollohan instituted a member referral program. The more prospects a member refers to the club, the better chances they have of winning a myriad of prizes, which have included flat screen TVs, t-shirts and gift certificates to local restaurants. However, Mollohan believes that most referrals are a result of the positive goodwill the club generates, such as members achieving their fitness goals, great customer service and partnerships with local businesses (many local businesses donate the prizes members receive as part of the member referral program).
“No matter what happens in your everyday life, when you step through the Dynamic Health and Fitness doors, you must have a ‘positive mental attitude’ (the club’s motto),” said Mollohan. “Our members’ success is dependent upon it. We live that every single day!”
The next step, said Mollohan, is the opening of another two locations in the Lexington, S.C. area in 2014, which he is currently planning for. Mollohan believes these locations will be just as successful as the first, as they will carry the same standards of customer service.
“It’s the little things that make a difference,” said Mollohan. “Everything goes back to our customer service.”
By Rachel Zabonick
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
