Implementing best practices for all areas of the gym to ensure effective general management.
A mere fraction of people would simply walk into the gym and enroll for a membership. Most individuals tend to procrastinate and take months to make a decision. Therefore, it is crucial to actively seek out potential customers who are interested in the gym's offerings such as cardio, GroupEx classes, and weightlifting. You need to showcase the facilities to them and persuade them to buy the membership.
Effective gym operations require careful attention to various aspects of the business. Here are some key areas to consider:
Opening Hours: The gym's operating hours are crucial to meeting the needs of members. To accommodate those who prefer to work out in the early morning or late evening, the gym should offer hours that span the morning, afternoon, and evening, as well as weekends.
Front Desk: The front desk staff play a critical role in the gym's daily operations. They welcome members and prospective members, answering questions and providing information. They are responsible for checking in members and notifying them of any account-related issues, such as past-due balances or outdated contact information. They also take note of broken equipment or inappropriate member behavior, forwarding these concerns to the appropriate staff members.
Membership Sales: Membership consultants are key to bringing in new members and fostering ongoing relationships with existing ones. They engage in prospecting activities and help potential members understand the gym's offerings. Throughout the sales cycle, they maintain contact with members and respond to their questions and concerns.
Personal Training Sales: The fitness department, including personal training services, should be overseen by a dedicated Fitness Manager. This person will be responsible for hiring, training, and managing the personal training staff, as well as handling customer service issues and overseeing payroll. In some cases, the role of Fitness Manager may be split among several lead trainers.
Cleanliness: Maintaining a clean and hygienic gym is important for member satisfaction. The gym should be cleaned multiple times throughout the day, with special attention paid to high-traffic areas. Group exercise studios should be cleaned after each class.
Towel Service: Offering towel service can be a valuable addition to the gym's amenities. However, it requires careful management to ensure that towels are always available and in good condition. Staff must be diligent about checking and replacing used towels, as members may become upset if they are unable to access clean towels.
Supplies: Regularly ordering cleaning supplies, paper towels, and other items is necessary to keep the gym running smoothly. It's important to balance the need for adequate supplies with the cost of shipping, and to avoid over-ordering and wasting resources.
Past-Due Balances: Managing past-due balances is an ongoing challenge for gyms. One of the main causes is expired credit cards, which should be updated and charged promptly to avoid delays in payment processing.
Merchandise: Selling merchandise at the front desk can be a lucrative revenue stream for the gym. However, it's important to carefully select and manage products to ensure that they are high-quality and appealing to members. Products may include healthy food and drinks, gym apparel, and other fitness-related items.