No high-tech equipment park or fancy wellness area alone will make customers happy. One of the most important factors for retaining a member at a facility is the regular presentation of training success. Success motivates, ensures satisfaction and is a basic prerequisite for turning new members into existing customers.
Expectations are often very high, especially for newcomers. According to the IHRSA Association, a member decides in the first 6 to 12 weeks whether or not they will quit within the first year. This makes it all the more important to be able to demonstrate small and large successes at this early stage of the training experience.
Measurable success is also important for existing customers in order to keep them in the club in the long term. The focus here is primarily on long-term, qualitative success. Well-networked software solutions that bring together meaningful training analysis data from various diagnostic tools quickly and easily in one system are helpful for short and long-term motivation. This enables the visualisation of training development and a comparative presentation for individual success monitoring. By specifically analysing personal training data, we achieve a more intensive bond and thus a relationship of trust between trainer and trainee.
Training motivation is the resulting consequence and driving force behind the training programme. It motivates the member to visit the studio and train in a targeted manner according to the trainer's specific instructions. Maintaining this motivation leads to lasting customer loyalty and ultimately to the economic success of the studio.
Customer loyalty as an economic foundation
The industry recognises the importance of long-term customer loyalty. This has been emphasised in various studies...
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Conclusion
Despite all the technical innovations: The human factor is still immensely important for customer satisfaction. The trainer is the link between the gym and the member; satisfaction and customer loyalty stand and fall with them. Good support from the trainer combined with tools that make success visible to the member are the basis for a profitable, long-term collaboration.
Author: Stefan Petri
has over five years' experience as a trainer, studio manager and concept consultant at Rückgrat Freiburg GmbH. He has a degree in sports science. He also holds a Master of Science in Business Management and an A-licence as a fitness trainer.
