A couple of years ago, Island Gym was struggling with its training program, specifically dealing with a lack of consistency and loyalty by members and trainers. So, they turned to a turn-key training solution: FITx.
Here, Joe Palomino, the FITx director at Island Gym, explains how the partnership tripled the gym’s training revenue over time.
CS: How were you introduced to FITx, and why did you decide to partner with them?
JP: FITx Training Systems approached our clubs in around 2014, to help test and develop their new approach toward fitness training. At the time, we were doing only one-on-one, and almost no group training. We agreed to bring on FITx because we were in desperate need of something new to help grow our training program and help our clubs be more competitive. But personally, we needed FITx for so many more reasons, reasons I didn’t actually know existed until after we started running the program.
CS: What are the benefits to your business as a result of this partnership?
JP: I personally, as a manager for training at Island Gym, was frustrated for years before we brought on the FITx program. The stress of managing independent trainers coming and going, the lack of loyalty between members, trainers and the club was an ongoing problem that simply held back our program. Also, before FITx, there was no consistency or any plan in how any of our trainers worked with clients. It was very difficult, if not impossible, to get trainers to be on the same page with pricing, training or anything.
Yes, sometimes the club saw some good months of revenue, but overall it was never worth the stress and problems. We simply thought, “Well, every other club has independent trainers or some sort of sub-contract company, so this must just be the way things are.” Well I’ll tell you, it’s not. FITx removed almost every problem we had.
CS: Can you provide more information on specific benefits?
JP: From the beginning FITx told us to forget everything we ever thought about how fitness training operated in a health club. They said, “Get the thought of independent trainers, inconsistent training, and all the past problems out of your heads.” FITx told us to start fresh and embrace a whole new thinking about the entire fitness program. They were not kidding. They basically told us we had to change almost everything. Then they said, “Trust us.” Of course I was apprehensive at first. We only knew one way of doing things. But what happened over the next two years and still today was the best decision the club ever made.
FITx gave us structure and a purpose to our entire fitness program. They showed us and myself how to treat the training department as a business. They also gave us all the marketing and sales tools we never had.
When you asked what are the benefits as a result of our partnership with FITx, I will gladly list some of them.
- We now have a training culture in the gym where no one is independent. Because everyone is an employee, everyone shares the same goal, and clients are loyal to the club, not the trainer. The trainers are happy because they are making more money and on a schedule. And the members are happy because they train anytime, with any of the trainers on duty.
- We now have something to market and say to attract new business. FITx gave us a brand and pricing that is for the entire program, not any individual trainer.
- Members love the variety and flexibility of training. FITx has seven themed training sessions that are scheduled from 5 a.m. till 8 p.m.
- Members love the low price, which actually tripled our training revenue. As soon as we were able to have a single product (FITx) that all the trainers used, we were able to market it. Once that happened, members immediately reacted and bought the program.
- The program is sustainable because when a trainer leaves, clients do not. They bought FITx because the price was right, they know how the program works, and all the trainers train all the clients.
- The club is simply more alive with FITx. There is always someone training, or some small group working out, or the music during the large group sessions just grabs everyone’s attention.
There are probably more benefits, but I am happy because the FITx brand and marketing always brings in new leads, the structure gives us a plan everyday on how to train clients, and bigger than anything, the FITx program is larger than any one or two trainers. Before I was held hostage to independent trainers. The members love FITx. They love the price, the programs and the trainers.
CS: What else can you tell other club owners about the benefits of working with FITx?
JP: If I were to share anything with another club owner, it would be this: Your club has so much more potential to make more training revenue, increase your membership and improve retention. It all revolves around having a training program that you’re in control of, not your trainers. Once you have control, you can do so much more. You can now be a real health club that can offer real service to every member, giving new members a reason to join, and more members a reason to stay. What else can I say.
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