RR: The question should be why more clubs aren’t offering a variety of comprehensive fitness assessments to their valued members who are eager to know their overall fitness and health status, and are quite willing to pay for this service if properly presented and packaged. Wellness and the “exercise is medicine” themes espoused by the American College of Sports Medicine, Medical Fitness Association, Medical Wellness Association, Cooper Institute, etc. are presenting huge opportunities for those clubs who have already come on board. So the real question should be, “Why not my club and why not now?”
RR: Without a doubt, the number one problem is they do not understand the true value of a comprehensive fitness assessment and their opportunities to increase membership sales, personal training appointments, client/medical referrals, corporate contracts, and of course, the retention value experienced by those who have already embraced this best practice to achieve these benefits.
RR: Two key points here:
RR: Operators should be primarily interested in a company that is focused specifically on fitness and wellness technology solutions with a track record. Longevity in our industry is difficult to achieve without continual innovation and excellent customer service which should also be a serious consideration. Most importantly, operators need to take the time to really learn and listen from others who have been successful in implementing fitness and wellness strategies and not buy into gimmicky solutions or fads that often fade from view in a very short time. Finally, standardization, along with proper staff training and compensation, are critical factors in achieving success when providing fitness and wellness assessment services to your members.