extraordinary club management for extraordinary times

Download Extraordinary Club Management For Extraordinary Times

Post on 26-Jan-2015

103 views

Category:

Sports

0 download

Embed Size (px)

DESCRIPTION

 

TRANSCRIPT

  • 1. FitnessIndustryAssociationManchester,England Extraordinary Club Management ForExtraordinary Times June2009

2. Welcome 3. OpportunityOrCrisis? LeadersLead! 4. Channels 5. Club One Owned & Operated ClubsSan Francisco Bay Area Embarcadero CenterCitigroup CenterYerba BuenaUnion Square Fillmore Center City CenterSantana Row Almaden ValleySilicon ValleySilver CreekScotts ValleyNob HillSkyportBrentwood Petaluma San Diego RegionSolana BeachEncinitasCarmel Mountain Ranch Long BeachMission Valley 6. ClubOne TheCompany Awardwinningexpertsinfitnessandwellness Founded in 1991 Committed to developing high-end, convenient health clubs Aggressive growth through acquisition Top 25 Club Companies in the US ~ IHRSA INC 500 15 owned clubs in California San Francisco Bay Area & San Diego Region Best of class legacy year after year San Diego Magazine, San Francisco Magazine, CitySports, Competitor, Shape, Fitness Magazine 70 managed clubs in 10 states and Canada Corporate Fitness Centers with Fortune 500 PartnersAOL Vendor of the YearC. Everett Koop Award Best Employee Wellness Program in the US Jewish Community Centers/Municipalities Commercial health clubs Developers 7. TheGoldenRakeStory Onceuponatimethepresidentofacompanywaswalkingaroundthe companywithaconsultant.Theyhappenuponayoungfellowraking leaves,buttobothmensdismay,thegardenerisusingarakewithonly threeteeth.Thepresidentsays,Whatareyoudoing?Thegardener replies,Imrakingleaves. ThepresidentasksWhyareyouusingthat rake,yourenotpickingupmanyleaves?Thegardenerstates,Thisis whattheygaveme. Finallythepresidentsays,Whydidntyougeta betterrake?ThegardenerrepliesThatsnotmyjob. Asthepresident walksawayheisvisiblyangry.Hestatesasamatteroffactthatthisisa perfectexampleofwhatiswrongwiththecompany.Peoplecomplain aboutnothavingtherighttools,parts,drawings,andeverythingelse.This showsthelackofurgencythepresidentfeelsisdraggingthecompany down.HeasksoutoffrustrationHowareweeverygoingtomakeit,ifwe cantevengivesomeoneadecentrake?Ivegottofindthatsupervisor andbecertainthegardenergetsabetterrake. 8. TheGoldenRakeStory TheconsultantasksAreyoucertainthesupervisorisresponsible? Absolutely! retortsthepresident.Hisjobistomakecertainhispeople havetherighttools. Theconsultantoffers,Ifthesupervisoris responsible,howwouldyousolvethisproblem?Thepresidentsays Moretraining,betterselection,maybeanewsupervisor. The consultantcountersArethoseactionsgoingtogetyouwhereyouneed tobe?Puzzledthepresidentsays,Whatdoyoumeanbythat?The consultantsays,Whatisitgoingtotaketoturnthisplacearound? Whatdoyouwanttocreate?ThepresidentrepliesWellnow,ifIm goingtobeahandsonleader,ifImgoingtodemonstrateapersonal senseofurgency,ifImgoingtolivethevision,IguessIllgoandgetthe rake. Theconsultantsays,Whoa,isyourgettingtherakereallygoingto fixtheproblem?Thepresidentsays,Ifeverypersoninthiscompany doesntgetasenseofurgencyaboutmeetingtheircommitments,were inbigtrouble. Okay saidtheconsultantIfeveryonemustbe committedtodoinghis/herjobnomatterwhatittakes,thenwho must takeresponsibilityinthecaseofthegardenerandtherake? 9. TheGoldenRakeStory Thepresidentsmilesandsays,Thegardenerhastoberesponsible. Hestheonlyonethatcanmakesurehehastherightrake. Herealizes thatthesupervisorandultimatelyeveryindividualisresponsiblefor buildingcommitment,butnotchasingrakes.Itsnotaboutchasingrakes, itsaboutcommitment.Everypersonwhosawtherakeisresponsible. 10. BeginwiththeEndinMind BeDo Have See DoGet 11. Creating Value Useful Value Creation UsableDesirable 12. Whyareyouinbusiness? 13. ClubOneFitnessManager People? 14. WhereareyourPeople? V A L U E S PERFORMANCE 15. WhatAreYouDoingDifferently? Sales Retention Programming Expenses 16. WhatCanYouDo? WageFreezes HiringFreezes PayCuts StaffReductions ExpenseReductions ContractReductions/Eliminations 17. WhatAreYourMetrics? JackWelchfromGEsaid:IfIhadtorunacompanyonTHREEmeasures,thosewouldbe Customer Satisfaction Employee Satisfaction Cash Flow 18. NASA JFKwasvisitingNASA. HestoppedtospeaktoamanholdingamopJFKasked:Whatdoyoudo?Themanresponded:Imhelpingtoputaman onthemoon,sir. 19. Member ExperienceTouchPoint Product TouchTouch PointPoint 20. DesigningtheMemberExperienceExperienceIStheProduct!GoodDesignwhenwelldoneisinvisibleLikeAirConditioning whenitsrightyoudontthinkaboutit 21. TheMemberJourney 22. WhoPackedYourParachute? AnexcerptfromAimForTheHeart byTomMathewsAsaleader,doyouhonorandappreciatethepowerofWE?Doyou stopto thankandrecognizethemembersofyourteam?Doyouconsistentlyshowan attitudeofgratitude? IrecentlyreadagreatstoryaboutCaptainCharlesPlumb,agraduatefromthe NavalAcademy,whoseplane,after74successfulcombatmissionsoverNorth Vietnam,wasshotdown.Heparachutedtosafety,butwascaptured,tortured andspent2,103daysinasmallboxlikecell. Aftersurvivingtheordeal,CaptainPlumbreceivedtheSilverStar,BronzeStar, theLegionofMeritandtwoPurpleHearts,andreturnedtoAmericaandspoke tomanygroupsabouthisexperienceandhowitcomparedtothechallengesof everydaylife. Shortlyaftercominghome,Charlieandhiswifeweresittinginarestaurant.A manrosefromanearbytable,walkedoverandsaid,"You'rePlumb!Youflew jetfightersinVietnamfromtheaircraftcarrierKittyHawk.Youwereshot down!" 23. WhoPackedYourParachute? Surprisedthathewasrecognized,Charlieresponded,"Howinthe worlddidyou knowthat?"Themanreplied,"Ipackedyourparachute."Charlielookedupwith surprise.Themanpumpedhishand,gaveathumbsup,andsaid,"Iguessit worked!" Charliestoodtoshaketheman'shand,andassuredhim,"Itmost certainlydid work.Ifithadnotworked,Iwouldnotbeheretoday." Charliecouldnotsleepthatnight,thinkingabouttheman.Hewonderedifhe mighthaveseenhimandnotevensaid,"Goodmorning,howareyou?"He thoughtofthemanyhoursthesailorhadspentbendingoveralongwooden tableinthebottomoftheship,carefullyfoldingthesilksand weavingthe shroudsofeachchute,eachtimeholdinginhishandsthefateofsomeonehe didn'tknow. Plumbthenbegantorealizethatalongwiththephysicalparachute,heneeded mental,emotionalandspiritualparachutes.Hehadcalledonall thesesupports duringhislongandpainfulordeal. Asaleader,howmanytimesaday,aweek,amonth,dowepassupthe opportunitytothankthosepeopleinourorganizationwhoare"packingour parachutes?" 24. 20Basics 1. Allstaffmembersshouldbeinfulluniform. 2. AllFitnessProgramofficesshouldbeimmaculate. 3. Allofficesneedtobeclearofclutterandprofessional. 4. Thewebsiteisyourresponsibilitytokeepcurrentwithcontent. 5. Maintainpromotionalmaterialsintheclub cleancopies. 6. Managesalesonadailybasis. 7. Manageyourpayroll. 8. Ownership&Accountability,Relentlessattentiontodetail,Responsiveness,ProactiveHospitalityandanoverallsenseofurgency. 25. 20Basics 9. OnlyHandleItOnce(OHIO). 10. LivetheMission(Purpose),Vision,Values,and Foundations. 11. Meetwitheachteammemberregularly. 12. GMcontactseachnewmemberpersonallytowelcomehim orher. 13. Walkyourclub,spendtimeatyourfrontdesk,andlearn. 14. EverynewmemberneedstogothroughanOrientation Process. 26. 20Basics 15. Attritionrateatorbelow35%! 16. Weshouldconnectthreetimeswitheverymembereach visit. 17. Weneedtoembraceoursalesautomationsoftwareand CRM. 18. Ourclubsmustbeready,cleanandmaintainedeveryday. 19. FocusonNonDuesRevenuepermember.Programming. 20. Perfectionisthegoal! GetMembers/KeepMembers. 27. CreatingTheValueProposition:WoworDelight People Are Unfit And Would Like To Be Fit & HealthyOur Purpose - Some Version Of:Improve The Quality Of Peoples Lives The Organization The Club TeamThe MemberEnrollment Retention Connection 28. Members ForLife Retention Model Every Thing You Do Every Touch Point Enrollment Connection Intervention Of At Risk Members On-BoardingLoyalty 29. Prospect Enrolls SystematicEnrollment 30. OnBoarding GettingStartedTheRightWay Day 1 & 2 (if possible) FitnessGoals LifestyleInterests FitnessAssessment Personality/Motivation Age Orientation CustomizedProgramDesign 31. OnBoarding 32. GettingStartedTheRightWay Days 0-30 (30-day check-up) Thebeginningiscritical 33. Connection AreaofPlay 34. Connection WheredoIfitin? ImaywanttoplayNOTwork Ineedtobecomfortable Ineedtoknowtherearepeoplelikemehere Ineedtofeelwelcomeandaccepted IneedtoNOTbejudged Ineedtobeme Ineedtobemybestselfnotcomparedtoothers Iwanttoengage 35. ProgramsThatConnect 46weeks(haveasenseofclosure) Smallgroups(46people) WhyPilatesworks Affordablesustainablepricepoint($10 $25USpersession) Communitybuilding Ongoingprogressionwith group 36. LifeisgoodYouareengaged 37. Intervention/Support Lifehappens/Stuffgetsintheway Rationalizationmakesiteasytostop Imhurt Imtired Imbusy Imstressed Myfamily Myjob Notime HelpME! SaveME! SupportME! HoldMEaccountable! Recovery 38. MemberGoesMissing StopsComingToTheClub 39. LifeHappens Stuffgetsintheway 40. WhyPeopleLeave ProductOther Interests Move DieDissatisfaction 5% 3% 1% 14%Competition 9% Attitude - Indifference by Employees 68%US News & World Report 41. SaveME Doyoucare? 42. Recovery Recoverymanagementsystem Emails Calls Incentives Letters ServiceDeskPrompts 43. ImBack! WhydidIreturn? 44. YouMessUP Whydidyouletthishappen? 45. ResolveMy Issue! Unhappy Customers Who Remain Faithful100908070605040302010 0 No Complaints UnresolvedResolvedQuickly Complaints ComplaintsResolved Complaints 46. YouRecoverandBuildLoyaltyWow yourock! 47. Loyalty Constant daily challenge never done Ivegotten/amgettingresults Ilovethestaff Ilovetheclub Ihavefriendshere Ibelonghere Iamapartofthiscommunity Thisismylifestyle Othershavegottoexperiencethis(Delight) ThisisapartofwhoIam(BE) 48. Igotresults!Imfeelinggood 49. YourPeopleAreWonderfulTheyhelpedmeandsupportedmeandIlike them 50. Thereareotherslikemehere Ivemadefriendsandconnectionswithlikemindedpeople 51. Ibelongtoacommunity 52. LifestyleisME IvegotitandIlikeit! 53. ThisisMYCLUB IbelongandImnotleaving! 54. OthersHaveGotToExperienceThis Promoter/RavingFan 55. Optimal The WOW Factor, Optimization of memberMember experie

Recommended

View more >