Too often the on-boarding process in health clubs does not expose members to personal training, and when it does, the conversion rate is far from ideal. At Pura Vida Fitness and Spa, it is our goal to get every new member in front of a trainer and convert 50 percent into personal training clients. To this end, we have created an on-boarding process called PVX (Pura Vida Experience) that is centered on the following key axioms:
Presentation/Expectations
Every member of your sales staff should be able to give a two-sentence summary of what the complimentary training session entails. Your sales staff should also be required to go through one of these sessions with a trainer so that he or she can speak about it in an informed manner.
Don’t let your members walk out the door with questions about their session — this will only create anxiety, and will increase your rate of no-shows.
Create a Template for the Session
The on-boarding session should never be approached from a “just wing it” perspective. Have intake forms in place (health history, exercise readiness, needs assessment) that are used in every session. Providing exceptional service starts with being prepared. Ask your trainers to practice doing on-boarding sessions regularly with your personal training manager.
The template for the session should not include anything close to a customized workout program — that’s created when the member purchases training. Don’t give away the farm.
Ask for the Sale
It never ceases to amaze me how many trainers don’t simply ask, “Would you like to continue working with me to reach your fitness goals?”
Stay away from words like “purchase” and “buy.” Instead, find out if the member is interested and then present different options if price becomes an objection; offer 30-minute sessions, small group sessions and payment plans.
Allison Westfahl is the personal training director of Pura Vida Fitness and Spa. For questions on programming, email her at allisonw@puravidaclub.com.
