With the nation’s gyms experiencing a large influx of new members who suffer from chronic diseases including obesity, diabetes, hypertension, heart disease and musculoskeletal disorders, today’s fitness professionals must understand the complications or contraindications of exercise so they can effectively work with these members.
To broaden your club’s member services capabilities, creating a network of support to assist your fitness department staff is a strategic investment. Compiling a list of qualified medical professionals can help generate club referrals from various medical offices and offer a wealth of support for your fitness staff who deal with at-risk members or clients who may suffer from various and difficult medical conditions.
It takes some time and research, but the rewards for your members’ health and the health of your business are well worthwhile.
1. Screen potential medical network professionals in your area.
Know their education, background, policies and availability. Help potential network members to understand your club philosophy, referral process and education platform. This is essential in helping the medical professional feel secure that their positive community reputation for high standards in care and customer service is being upheld. Medical professionals should be informed of the training system utilized in the club, and should understand and agree with your club’s training philosophy, customer service standards and educational platform.
Most medical professionals look for a training system that is evidence-based and scientifically valid. It is essential to keep your club’s vision unified – from the fitness professionals to the medical professionals in your network. Once you have chosen the professionals you want in your network, begin to build a rapport with each one and invite those in the network to meet and talk with each other.
2. Have a meet-and-greet so your network of professionals can become familiar with your fitness staff’s credentials and quality of service.
It is important for both parties involved to understand each other’s methods, standards, credentials and specialties. Most medical professionals want to be assured that they are referring their patients to capable, qualified trainers who will be safe, effective and produce substantial results because when they generate a referral, their reputation is at stake.
Medical professionals also want to make sure that they remain in the loop with the client’s status and the results of a patient’s training program. Face-to-face meetings work well to encourage communication and trust between your network of medical professionals and your club staff. Opening the lines of communication establishes a rapport between the in-club fitness professionals and the medical professionals.
3. Provide in-club seminars or workshops for these professionals to showcase their capabilities or businesses.
Open your club to medical professionals with seminars or workshops that showcase their capabilities, knowledge or specialties. Promotion within the club establishes credibility, for you and for them. Suggest that medical professionals teach member seminars, workshops or even set up stations for chiropractors, physical therapists or massage therapists to meet and talk with your members. Exposure for the professionals in your medical network can increase their business capabilities and, ultimately, increase your revenue.
4. Include the medical professional’s business cards or brochures into the new member packages.
Helping to promote your network of professionals serves two very important purposes: first, it informs your new members that there are various professionals to serve them. The availability of professionals to answer questions or concerns adds value to a membership. Second, promoting your network of professionals is a powerful marketing tool for them as well. It is important to have a mutually lucrative endeavor.
5. Create incentive plans with reduced membership costs or special benefits for referrals.
Your network of professionals should be given a free membership so they can become intimately familiar with your facility and the features that differentiate it from other clubs in your area. Spending time in your facility affords the medical professional opportunities to engage in open communication with your fitness staff, understand the training environment and refer others to your facility without hesitation. When a member of your network of professionals makes a referral to your club, the member they refer should be offered a reduced membership rate or a special benefit package. Medical referrals generate increased revenue and credibility for your club, creating a larger return on investment.
The larger purpose of creating a network of medical professionals is to offer a complete solution to your member base. Incorporating a comprehensive list of professionals such as MD’s specializing in women’s health, Gerontology, Cardiology, Pediatrics, or physical therapists, athletic trainers, massage therapists, chiropractors or nutritionists, enhances your club’s capabilities to increase revenue and credibility. Offering a total solutions approach to fitness, health and wellness is the next necessary step in the evolution of the fitness club.
Mike Clark is the President and CEO of NASM (National Academy of Sports Medicine) He can be contacted at 800.460.NASM, or visit www.nasm.org.
