As Retro Fitness underwent a brand transformation, the focus was on elevating service and amenities, particularly within the high value-low price segment. Greg Pfohl, the vice president of operations at Retro Fitness, highlighted the importance of partnering with Human Touch to achieve this goal. The collaboration aimed to provide a unique experience while maintaining affordability, setting Retro Fitness apart in the competitive fitness industry.
Here, Pfohl shares more on the ROI of partnering with Human Touch including how franchisees are better serving members, increased retention, and promoting the importance of connection and wellness.
What are the benefits to your business as a result of your partnership with Human Touch?
On the business side, franchisees avoid increased labor costs when incorporating an amenity like Human Touch. Additionally, it has helped raise average membership dues by creating a strong value proposition for the higher-tiered price offering. The ease of use, simplicity and emphasis on recovery resonate with today’s consumers, which has significantly reshaped the overall demographic mix of our members.
What are the benefits to your members?
When members can enjoy various services and amenities, it enhances their overall experience and helps counter attrition, a common concern for fitness owners. While machines and equipment are important to consumers, the ability to stand out with unique touchpoints and experiences encourages members to stay and invest more time and money at the club. Additionally, achieving their fitness goals and having access to amenities that support those goals are ultimate indicators of member satisfaction.
Have you been pleasantly surprised by this partnership in any way?
Human Touch has been excellent from start to finish. They offer a full suite of services, including equipment order, installation and team training. In a system like Retro Fitness, where tools, resources and support for our franchisees are paramount, Human Touch has made the process seamless by delivering a turnkey service.
What else can you tell other club owners about the benefits of working with Human Touch?
The simplicity for your members, club associates and the replicable process for multi-unit owners are just a few of the many benefits that come to mind. While there are many amenities and service providers in our space, Human Touch stands out by providing prompt service, attention and resolution throughout the process. This is vital for a scaling and growth organization like Retro Fitness.
