Our industry tends to focus on the next big thing to attract new clients and keep the regulars loyal. We attend conferences seeking the hot and new, then chase rabbits trying to keep up with the latest fads and technology.
As we focus on things that are constantly changing, we tend to lose sight of what matters most: Meeting the basic needs of every client who invests their hard-earned dollars in our services and sacrifices time out of their busy day to come to our facilities.
The core of our daily business should be built around old-school principles that have withstood the test of time:
Take personal responsibility. Great companies, the ones that transform lives, always start with having a deep sense of personal responsibility to help each client.
Be humble. AKA: Do what’s expected of us, which is the basics. It’s not about looking for praise or a medal because we went above and beyond to fulfill our clients’ basic needs.
Maintain a good work ethic. Deliver on the leadership roles our clients expect from us. Clients are not hiring personal trainers. They want coaches who are going to lead them to accomplish the mission that lies ahead.
Embrace challenges. We face an overwhelming epidemic of poor health every single day. However, this challenge will build the character and redefine the missions of every health club in the future. True success comes from overcoming great challenges.
Keep it simple. If you’re not excelling at the basics, then no one cares about your complex rewards program, supplement routine or training program. Don’t overcomplicate things or you risk confusing and scaring off members.
When it comes to mastering the basics, it is not about the culture created from a mission statement, rules or employee manuals. Culture is a byproduct of consistently taking action around the basics, not mere words.
Brent Gallagher is the owner of Avenu Fitness & Lifestyle. Email him at firstname.lastname@example.org.