Some of the Factors Determining Customers Equipment Choices:-
Induction programs and PTs play a hugely important role in determining the customers equipment choices, this role is far larger than what the demographics of the members is.
Some of the Factors that have determined the Types, Quantities and locations of Gym equipment:-
A single proactive, enthusiastic, persuasive instructor who is inducting customers thoroughly on equipment they think customers should be using, will have far more of an impact on the customers equipment choices than any demographic data of the surrounding population.
GYMetrix information on equipment usage is not just used to help operators match their equipment supply with existing customer demand, but in every project we look at where ‘Demand Side Management’ can benefit the gym and its customers through instructors changing the customers equipment choices through induction programs and education.
Examples would be:
1) Where functional training equipment usage is low the answer is not to remove it to a level that matches customer demand, but rather the instructors educate customers more about how to use it, and its benefits, to increase customer demand.
2) Where (commonly) ab machines have high usage and therefore low ‘availability’ and this is creating customer dissatisfaction don’t get another ab machine, but get instructors to teach customers alternative ab exercises with swiss balls etc or do ‘Ab Floor Classes’ in peak to reduce the demand on the ab machine.
This provides ” value add” staff interactions with customers educating them with better methods of working Abs.
Once we look at all the different combinations and permutations of the influences on each element of the Ecosystem, and then realise that each element will be interacting with the other elements, we begin to understand why each gym has a unique demand pattern.
Indeed we can see how improbable two gyms having the same demand pattern are, and therefore the same equipment requirement ratio. The larger the gyms get the larger the variance there is.
From its inception GYMetrix has been getting asked what the ‘Golden equipment ratio’ is that is best for all gyms. What our research has proved is that there isn’t a Golden ratio. One size fits all ratios will produce a sub optimal customer experience and a sub optimal return on operators equipment investment.
To get the best customer experience and return on equipment investment the answer is to measure each gyms unique demand pattern and then accurately cater to it, otherwise there will be equipment shortages leading to customer frustration and equipment excess which is waste for the operator.
When buying gym equipment small mistakes cost a lot of money !! ” Lots of small mistakes cost huge sums of money !!! ”