“Fitness on Demand” : a “service at Gym/Health-clubs” that allow members “24-hour access to High-Quality Fitness-classes” | Club Solutions

Technological advances in the Fitness, Health-Club & Leisure clubs across the landscape is evolving and adopting to the Newer #Innovative developments in this space…

This has to become an imperative integral-part of any existing OR new-developing facilities, that wants to differentiate from their competition and also provide their club-members an flexibility in utilizing the club-services at their convenience and Not being bound by a pre-scheduled time…

With this flexibility on accessing such services at their clubs as and when they find time…they will stick to their Fitness regime and continue to incorporate them into their day-to-day Lifestyle and not find reasons to skip their exercise / fitness regime..which is the core-reason for any Gym OR Health-club existence..!! and when this area of concern is addressed, you could see this directly making a positive impact and add-value to your company’s bottom-line and sustainability…

THE PROBLEM : 

Any full-service 24-hour fitness-center…In a heavily #CompetitiveMarketplace, looking to differentiate its club from the pack…should be able to offer Live #GroupFitness options, early in the morning, but lacked additional options for club-members to make these times…It is essential to offer something that would allow members to have 24-hour access to Quality Group Fitness classes while keeping cost low….that would allow members “ wanted that freeing-option to come in and choose whatever they like”…!!

THE SOLUTION :

Of the several options available in the market that could help vamp up its #FitnessOfferings, to set them apart from competitors…FOD™ seems to out-beat its peers,because it encompasses all the Clubs & Members needs : #Technologyinnovation, #ScheduleFlexibility, and something that could Sell-itself…!! 

THE RESULT :

Having Fitness On Demand™ in a Gym / Health-Club would allow it to differentiate and stay competitive in the fitness-realm… with competitors in their area Not having this technology, “It definitely has its wow factor ”…!!

Fitness On Demand™ also helps sell more memberships…“ It allows them to raise their Ticket-average because they are offering a product like Fitness On Demand™ … it really has become a great sales tool for many Clubs…Fitness On Demand™ offers FREE Marketing-tools, making it easy on Club-owners to keep current-members informed and draw in New-members..

Members now have 24-hour access to top-rated #GroupFitnessClasses…. 55 % of Fitness On Demand™ classes are played during hours that Clubs are un-able to offer ” Live Group Fitness-Classes. This allows them to serve 15-30 more members per day… Members can choose what they want, when they want it…!!

KEY TAKE-AWAYS :

  • Added flexibility and class variety to satisfy members..
  • Added flexible top-rate group fitness classes
  • A sales tool that speaks for itself
  • Available 24 Hours a day
  • Technology innovation is a competitive advantage
  • Supplement live fitness classes to decrease unoccupied studio time

“Inside the Club” : The “Importance of Core-Competency” | by: Tyler Montgomery | Club Solutions

At Club Solutions, we’ve been reading the book titled “ Traction : Get a Grip on Your Business ”….!!

In the first four-chapters. it examines #CoreValues, #OperatingSystems and How you EvaluatePeople…What chapter FOUR, teaches is that not everyone is suited for every role in your club….!!

This brings me back to an article I read not too long ago that suggested that Everyone in the Club “should be able to sell” — from Front-desk Attendants to Group X directors..

I believe the Actual point of the article was to say that “everyone should Sell the Club in their Attitude & Position”, but it took more of a literal sales tone…Traction is quick to explain that people have skills, companies have needs and certain roles must be filled….!!

Not everyone will be suited to be a CFO. For example, if I was to be promoted to the CFO of Club Solutions, there is no telling what might happen to the company…Not that I’m extremely horrible at math, but it’s not in my core-competency…!!

Additionally, “we don’t utilize our editorial team to create sales”…..They haven’t been trained to sell, and they don’t spend hours perfecting the ability. Nor do we ask our salespeople to write articles for the magazine — it’s not their Core-competency either…!!

For your company to grow and thrive, it’s vital that you have the right people in the proper seats….Don’t expect your Group X director to sell memberships…

He or she is ” Great at designing Group-X programs” that “make members want to stay and enjoy the club”…Don’t waste time teaching them to #Sell-Memberships and take away from their #CoreCompetency…!!

Additionally, with #FrontDeskStaff, they typically possess an entry-level role in the company…However, that doesn’t mean that they don’t have desires or skill-sets…. At the Front-desk they should present the club with the best Foot-forward… But, they shouldn’t be asked to literally sell the club…!!

If you want front-desk staff to grow and excel at your facility, discover what they may want out of the job…Do they want to sell ? That’s a possibility….But, do they want to be a #PersonalTrainer ??  That is also a possibility…In addition, if they transition to the role of personal training, then you can help walk them through the Steps of selling Personal Training, but not typical memberships — that’s a role all in itself…!!

By designing certain roles & expectations from people in those roles, you will build a core group that can help the company succeed…

Remember, you need a Team to Grow — not just a bunch of people scrambling to do a lot of different jobs…!! 

“How Sports & Fitness, Health-Club operators” can “Maximize” their “Equipment Investment” | Resourcebeat

“One of the biggest-expenses for a Sports / #Health-club / #FitnessFacility is “Equipment”...!! Maximizing the value of that investment is key to making sure it is money well spent—for the facility operators, for the members and for the facility’s overall image”….

With just a Few Simple-steps and a few minutes spent each day, #FacilityOwners & Operators can make sure that they are getting the most out of every piece of equipment in their Sports/Health-club/Fitness-center…!! When a New piece of equipment is installed in a fitness-facility, “it is bound to generate some excitement and buzz”

But do you take the time to properly introduce everyone to the new equipment ??

“Everyone” includes the members, club staff, personal trainers, maintenance team and anyone that walks through the club’s doors…Most manufacturers will send someone from their organization, either a sales representative, service technician or master trainer, to introduce club staff to the ins and outs of the product….They should be excited to show you all of the great features of the product. Some even offer product training videos on YouTube or their own website. Make sure to ask what resources are available to you…

Plus, the more in tune your staff is with the features of a product, the better they can engage members and get them excited about the new workout options. This offers personal trainers a chance to meet more members, and it shows your members that their well-being and fitness achievements matter to you…

Safety also is a consideration….To be inviting, equipment should not be too complex. But do you really want everyone hitting “quick start” on the innovative new product you just purchased ? Teach them how to use it properly and show them the vast options available to them…Members will get better workouts, try the different programs and see better results…

Daily Check-list :

You have a daily checklist of tasks to complete when you close for the night and open in the morning, right? Does that list include simple steps such as wiping down equipment, vacuuming underneath treadmills, testing Cardio-console buttons, or checking Strength-equipment cables & upholstery ? It should.

Just a few extra seconds spent at each piece of equipment might save you money in the long run with better maintenance, improved equipment function and limited liability because you will be ahead of any issues that might arise..

Regular Check-ups:

You take your car in for service. And I hope you schedule an annual physical for yourself…So why not do the same with your fitness equipment ?

Although all manufacturers require minimum maintenance to be done to qualify for their warranties, sometimes embarking on a comprehensive preventive maintenance program can seem daunting, especially if you have a large facility or multiple facilities to maintain..

If you are not sure where to start, check the equipment owner’s manual. And if you can’t find that, check the manufacturer’s website because most manuals are housed on their service pages. You can always check with your service technician, as most offer preventive maintenance programs so that operators can focus on the business side of their club. And, of course, you can check with the sales rep who sold you the equipment.

When daily, weekly, monthly and annual tasks are completed, you maintain the integrity of the club and the equipment. You limit club liability because you are ahead of issues. And the overall cost of ownership decreases because equipment repairs are done under warranty and parts are replaced before they do damage to the overall product.

Take a few extra minutes each day to inspect your equipment. It is well worth the time to protect your financial investment….

Repair vs. Replace :

Even if you are diligent about your preventive maintenance, even if your staff is keeping an eye on the equipment performance and you are up-to-date on your warranty work, all fitness equipment still has a finite lifetime. Although it varies by facility—depending on the amount of use, the condition of the equipment at the start and the overall quality of the equipment—group cycles last five to seven years, cardio equipment lasts seven to 10 years and strength equipment lasts 10 years or more…

But how do club operators know when they must stop with the preventive maintenance and repair and instead replace equipment ? It is a judgment call. Clearly, when it becomes a safety concern, it is time to replace. If you spend more time placing an out-of-order sign on equipment and more money fixing it than actually using it, it is time. If you have the money in your budget to replace it, then it is time…

A good preventive-maintenance program will provide the numbers that will tell you how much it costs to repair each piece of equipment, how often a piece needs attention and how often it takes to fix the product….!!

Keeping an eye on equipment means you can replace pieces as they need to be replaced, ensuring the club is current and members are happy. If you do a full replacement of all products at one time, keep your members in mind. Offer them an alternate club to work out in during the installation process or schedule new equipment to arrive after hours when it will not affect members…

In short, if it makes sense for your facility—for safety, member needs and your budget—replace your equipment. Then, follow the steps above to make sure that members and staff know how to get the most out of the investment…

A little knowledge will go a long way in making sure that “each equipment purchase” is “maximized to its fullest potential” for every Sports OR Health-club operator(s), providing them the best ROI…!!

IHRSA launches, “Why Get Active Campaign” to “Promote Benefits of Physical Activity” Globally | IHRSA – Media Center

“WhyGetActive”, an inspirational movement spotlighting the benefits that regular exercise brings to our physical and mental health, productivity, economic stability, and quality-of-life, was officially launched this month by the International Health, Racquet & Sportsclub Association (IHRSA)….The campaign—which revolves around everyday people sharing their answers on social media to the question, “Why do you get active ? ”—began with a soft launch in March at IHRSA’s annual convention (IHRSA 2014) in San Diego, where hundreds of attendees shared why they pursue an active, healthy lifestyle using “WhyGetActive”…!! 

Now IHRSA is ramping up its outreach to involve everyone. What begins with the global reach of over 10,000 IHRSA members has the power to expand to kids and their families, legislative and health-promotion organizations, and the business and medical communities all over the world.

Allison Flatley, COO of L&T Health and Fitness and Corporate Fitness Works and member of the IHRSA board of directors learned of ” WhyGetActive” during the March Convention and is thrilled to launch the campaign this month with their staff and members. “Our members have such compelling reasons why being physically active is important to them. This campaign provides them with a great platform to share not only their inspirations, but their successes with the whole world,” said Flatley.

The ‘because’ in response to ” WhyGetActive” is simple for those of us already engaged,” said IHRSA’s President and CEO. “We know the high toll that inactivity brings. It creates obesity, and it enables heart disease, cancer, stroke and diabetes.”

“Yet, we also know that it isn’t easy for many people to make the choice to exercise,” Moore continued. “We hope the ” WhyGetActive” movement will help create a global culture of support for physically active lifestyles so choosing to exercise becomes an easier choice for everyone.”

IHRSA is eager for individuals and organizations to adopt and adapt ” WhyGetActive” with the common goal in mind : To affect a culture of wellness, where physically active lifestyles are the norm and easy for everyone to sustain.

The May launch of the ” WhyGetActive” campaign is meant to coincide with National Physical Fitness and Sports Month in the United States.

“Let the world know why you get active,” Moore encouraged. “Post it to social media using the ” WhyGetActive”. Become part of the movement that moves the world to become a healthier, more prosperous place.”

Join the ” WhyGetActive” Campaign :

Visit whygetactive.org for more information, what others are doing with their ” WhyGetActive” posts, and to learn how you, your staff, your members and your communities can be involved in this campaign for a healthier, more active world.

About IHRSA :

IHRSA is a not-for-profit trade association representing health and fitness facilities, gyms, spas, sports clubs and suppliers worldwide.  IHRSA and its members are dedicated to making the world healthier through regular exercise and activity promotion…

“How to Make Your Club a Fitness Landmark” | by: Tyler Montgomery | Club Solutions

Certainly there is something to say for the clubs that amass more than 100,000 square feet (a Big-Box Fitness/Health-club OR Multi-purpose facilities)…. However, what those clubs don’t always possess that a small club may is the ability to be quick, nimble and more creative with space.

The major problem for most small to mid-size clubs is they get trapped in the mindset of a small club. They spend more time thinking about why they can’t do something, as opposed to figuring out how they can accomplish the desired task.

Today is the day that you stop thinking about yourself as a small club. It’s time you forget the whole stigma of “we aren’t big enough” and discover how you can make your club a fitness landmark.

The first step in becoming a successful small gym is to adjust how you treat your members. In truth, most large athletic facilities have great customer service. They provide opportunities for their members outside of fitness and traditional amenities. However, most of those clubs have more members than they know what to do with.

While this may sound like a good problem to have, it really devalues the individual member — that is unless the club has spectacular customer service. The typical member really just wants to feel valued. They come to your club when they can — some more than others — and spend their hard-earned money.

At smaller facilities members feel that they should receive more of a personal interaction from your employees. Do employees strive to know each member by name ? Are they receptive when a person comes to the front desk with issues ? 

In all facilities customer service is numero uno…However, as a small facility, you will be judged even more closely. Each time you fail at an area of service to a member, you will allow them to see why they choose to pay more to go to the larger chains.

I’m not trying to use a scare tactic as to why you should have impeccable customer service, but in reality, should anyone have to remind you of the importance of your customers ?

In your company meetings, ensure that you press the issue of customer service. Have each employee describe a time since the last meeting that they interacted with a customer. If the story is positive it will be great for the rest of the team to see. If the example is negative, you have an opportunity to teach.

Not every employee you have will come hardwired for customer service.

It’s on you to take ownership of your staff’s education. Teach them how you want them to treat your members. If they can’t comply, you’ll know what you need to do….!!

How to “Re-engage Old Clients”:”Client/Customer Retention”| by: Michael Piermont | ACE

Over the years, clients come and go from your Health-club / Personal Training business. Some may have thought personal training was just a short-term solution, while others didn’t see the results they wanted..

Either way, Re-engaging with old clients is important to running a successful fitness business.. If an individual was your client once, it’s probable that he or she can become a client again !!

Here are some ideas on how to win back your old clients / customers –

1. Provide incentives :

A general economic principle is that people respond to incentives. People are constantly weighing the costs vs. benefits of the decisions they make. To encourage previous customers to come back for more training sessions or classes, you have to tip the cost – benefit scale in your favor. One way to do this is to provide them with a discount. For example, if a client purchases five sessions at the full price, offer the sixth training session for free. If they refer a friend to your training studio, give your referring client his or her next training session for free. You can also encourage clients to bring a friend, a significant other, or heck, even a first date! At the very least, being different will help you stand out and stay top-of-mind.

2. Show you have a long-term plan for their overall fitness :

Having a personal trainer means one-on-one time with a client, which means you as the trainer are completely focused on that client’s fitness. A great way to encourage clients to come back is to sell the individualized-attention aspect of personal training. Remind your clients that you are completely focused on improving only their fitness and working to help them achieve their goals. To drive home that point, show your customers how you can help them set goals and how you can build a workout plan that’s right for what they want to do. When you can show clients you have a plan for them beyond the immediate meeting, you have a distinct advantage and are more likely to earn their long-term business.

3. Share success stories from existing clients :

A great way to reengage a client is to tell them about the success stories you’ve had with other clients. The best trainers use their past successes, such as providing before and after shots, to market their fitness business. Do you have existing clients you could use as part of a case study? If you have success stories of previous clients who do not wish to be featured, you can instead speak in generalities of your success with that particular demographic.

4. Talk about improvements to the facility :

What improvements have you made since you were last in contact with clients? Talk about the extra certifications you’ve received, the new equipment you’ve added to your studio, and any other improvements or new services that you are offering. The fitness world continues to innovate. How is your personal training business evolving with the times? The improvements you make may seem trivial or routine to you, but improving your business is a great way for you to pick up the conversation with an old client.

5. Come up with New Events :

People love trying new things! To encourage clients who have maybe become bored with the same old workouts, come up with a new event that catches their attention. For example, offer a boot-camp series of classes that culminates in participation in a big fitness event. Another great way to reengage past clients is to host a social hour. Set up a happy hour at a local restaurant and truly get to know them beyond the studio. It’s a great way to network with your clients and have some fun !!

Re-engaging old clients definitely takes some effort, but is a great way to help grow your Fitness / Services business. As I mentioned earlier, if they’ve already purchased from you, it should be much easier for them to purchase from you again.

People who are already aware of your business will be easier to convert back into a paying customer, than those who still need to become aware of your Health Club / Personal Training business…

Healthkart.com website expanding “HealthKartFit” stores Pan-India | ET Retail

The popular online health and nutrition product website Healthkart.com plans to expand its retail stores over the coming year. The company has already started stores in New Delhi & Chandigarh and plans to have more stores in cities like Bangalore, Mumbai, Chennai and a few more tier 1 cities.

Branded as HealthKartFit, the store offers a range of nutrition supplements and vitamins from leading imported brands such as Dymatize, MuscleTech, Optimum Nutrition and Vitamin Shoppe.

” The problem consumers are facing is that there are grey and fake products floating in the market affecting the consumers adversely. Opening a HealthKart Fit store is an effort to curb this menace. The products we provide are 100% authentic and credible.

Our endeavors are always towards providing authentic and credible products to our consumers. Moreover, the product range at HealthKartFit store is wide and the provision of sampling – ‘tasting before buying’ helps in suitable decision making. The consumers can taste the sample of the product and choose the supplement from a wide range of flavors available at the store before they make a final choice. It focuses primarily on sports nutrition, body-building supplements, and weight management products,” said  Managing Director and Co-Founder of Healthkart.

Prashant with Sameer founded Healthkart.com in March 2011. Prashant comes with a background of ten years of experience in management, operations, healthcare, marketing, and customer management and brand development. He holds a Bachelor of Technology from IIT Delhi and an MBA from GSB Stanford of Stanford University.

Besides Healthkart Fit, the company also has an e-commerce business called Healthkart.com. The website sells a range of health brands, promising authenticity and availability across categories such as nutrition, sports and fitness, home devices, personal care, beauty, parenting and health services. The website has a traffic of about 2 million visitors per month.

“We offer over 400 brands. We would have 100+ international brands on offer in our range,” added Tandon. “Consumers are becoming more aware and are very sensitive to authenticity of products especially in health oriented products. They sign up for nutrition counselling, they verify that the product they get is genuine and they ask very nuanced questions. Consumer awareness is growing fast, and aware customers are careful to buy authentic health and nutrition products from retailers like HealthKart rather than some unknown seller on a marketplace.”

Future plans : The company has been growing at 150-200% over the last 2 years. “Next year, we expect to again double in size. Fitness as a space, especially sports nutrition is a fast growing new category. Also, categories like diabetes, elderly care and weight loss are growing very fast in India,” said Tandon. Healthkart.com receives orders from over 600 cities. “We cover 20000 pincodes across the country. Our coverage is largely comprehensive and we expect Tier 3 and Tier 4 to grow even faster as our logistics strengthen in these areas,” added Tandon.

“Crafting Winning Promotions”: Sales & Marketing |by: Tim Rohner | Club Solutions

Sales promotions — such as rebate promotions, discount offers and gift card promotions — are effective only as far as they guarantee relevance to your target customers.

Not all promotions, unfortunately, achieve the projected results in terms of acquiring new customers and fostering customer loyalty. The following essential tips can help in designing a winning promotional strategy so that you keep your customers from abandoning your brand in favor of another. These tips are also helpful in motivating customers to try your products and services, even in the face of aggressive competition or diminishing customer demand.

Design Different Promotions for Acquisition & Retention : 

In nearly every industry, more value (profit) is created by retaining customers over the long-term — yet more money is spent on acquiring new customers in the short-term through extensive advertising and promotions. In many cases, existing customers are completely forgotten. In the fitness industry, the key is converting new customers to long-term customers and the way to do that is through activity-based incentives. The banking industry has long known that customers that use direct deposit, ATMs and electronic bill pay are 10 times more likely to stay on board than those who don’t use these services. The time has come for clubs to pay for performance! Use promotions to encourage your customers to use your facility — you both will be glad you did !!

Crafting Winning Promotions

The Importance of Customer Segmentation : 

Since your product and service caters to a wide range of buyers, customer segmentation is an important step prior to devising any promotional strategy. Some customers, for instance, may be more price conscious than others. While some buyers prefer a short-term commitment, others prefer a longer-term commitment. Customer behavior data such as these can prove helpful if you plan to use incentives such as gift cards. Since promotions come in different flavors, segmenting your customers will keep you in the loop as to which offers are more relevant to which groups of buyers compared to others.

Use Promotions That Offer Real Value : 

Some companies limit their promotions to discounts, thinking that all buyers appreciate lower prices. While many customers do appreciate getting discounts, there is one clear disadvantage to this type of promotion — the value of a discount disappears once the purchase is made. In contrast, a promotional gift offers long-term value. A gift card can surprise your most loyal customers especially if they get something that they might not have purchased themselves anyway. Because a promotional gift offers value beyond the completion of a purchase, it will be considered valuable and more relevant by your customers. Most importantly, it will not cheapen your product in the same way that a discount would.

Connect With Customers to Foster Brand Loyalty :

These days, promotional incentives should not simply bring instant gratification benefits. It is crucial for any promotional tool to help build and cement customer relationships. A special offer will not only bring long-term value compared to a discount, it may also be used to convert leads and to save a sale that would have otherwise been lost. Customers are emotional creatures, and once you surprise them with something valuable they are bound to remember your brand or your product for a very long time. Consistent efforts such as these are useful in fostering brand loyalty, especially in the fitness industry, wherein you need to differentiate your product or service from sometimes identical offerings.

An exceptional promotional strategy is more than just discounts and rebates. It’s important for your promotions to be relevant and to offer real value to your customers.

Wholesale gift cards, when designed and customized the right way, can prove to be a highly-effective and budget-friendly promotional tool.

“Health-Club Sales” : What is the “Why” behind the “What” ? |by: Ryan Junk | Club Solutions

Far too often, our Club-sales employees try to impress our guests with their knowledge of fitness and the facility. However, we must ensure that they are genuinely interested in finding out exactly what our guests want. Far too often, we train our team members on just the process, and NOT the intent behind it. 

A few points to go over : 

  1. The correct way to greet our guests.
  2. What questions to ask when qualifying a prospect. 
  3. How to summarize and highlight our clubs while on tour.
  4. How to properly present membership options.
  5. How to overcome objections or concerns. 
  6. In training, we often skip over the fundamentals of sales. The fundamentals do TWO things : truly discover the needs of a prospect, and then communicate how those needs can be met through a membership — making it a win-win situation.
  7. When qualifying, the goal is simple, but very difficult if not prepared. Create a conversation that leads to the sales team member getting to know what their guest is looking for, while building a genuine relationship. 

What if your sales person doesn’t care ? 

Then you hired the wrong person. If you hired the wrong team member, and this sales person doesn’t genuinely care about helping people, then this training will fall on deaf ears. If they try to fake it, they will come across insincere, and in some cases, make their guest uncomfortable. 

Isn’t that why we prepare them with the correct questions to ask ? 

  • People buy from people they like and trust, and those that genuinely care about their guests will accomplish this. We just need to let them know how to convey it without sounding like we are just peppering them with questions. 

How do we get our sales team members to ask questions that lead into open conversations ? 

  • It’s not the questions we need to worry about. Far too often our sales staff asks questions with the intent of using the guests’ responses against them later in the sales process. That’s listening with the intent to respond, versus listening with the intent to understand. Poor sales people just like asking questions to tie their guests down. 

If this conversation is comfortable and informative, the sales person now knows what parts of the club to discuss in detail, and which to give a quick overview on. The areas in detail will be conversations, as opposed to presentations.

If done correctly, this process will minimize the amount of membership options that your sales person will need to present, and make the enrollment process simple and painless for the guest. This also sets the foundation of two-way communication, so if the guest needs more information to make their decision, they can comfortably talk through it with the sales consultant.

To gauge your current sales team, try sitting down with them one-on-one. Tell them that you’d like to have a conversation on how they qualify their guests before taking them on a tour. If it sounds like an episode out of your favorite cop show, you’ll know where to start.

Why Does “every Gym / Health-Club, have a unique Equipment Requirement ? ” |by Rory McGown |GYMetrix

One of the early, surprising, discoveries that GYMetrix made, was that each gym we measured the equipment usage, the customers demand pattern was different, and therefore the equipment requirement was different.
We did not expect this, and it was particularly surprising with gyms that had identical demographics and were geographically very close to each other. We expected these gyms to have very similar demand patterns, but in fact each gym we measured was different.
This disproved 2 common industry assumptions:- 
WARNING: Demographics of neither existing members nor those of the surrounding population determine a gyms equipment requirement! 
WARNING: There is NOT a single “golden”, one size fits all equipment ratio model, each gym has an individual equipment requirement! 
Often we say the equipment usage information we provide operators is not the answer sheet but the question sheet. The answer is not ‘ This is what equipment usage is!’ rather the questions is ‘Why is equipment usage like this?’ and ‘What can we do about it? ‘ 
So when we were measuring different demand patterns at every gym we had to ask ourselves the question,“What causes each gym to have a unique demand pattern?” 
Viewing Each Gym Floor As an Ecosystem- 
We began by viewing a gym floor as an Ecosystem that has four components that interact with each other in a way that determines the overall demand pattern.
Gym Ecosystem
Then we looked at each individual element within the Ecosystem and asked what influences each element of the Ecosystem, starting with what has influenced Customers Equipment Choices.

Some of the Factors Determining Customers Equipment Choices:- 

Customer Equipment Choices

When we surveyed gym customers for one project we asked what had determined their equipment choices. 40% of customers responded that they were doing either what their original induction had taught them to do or what a past PT had taught them to do.

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:-  

Influenced Types of Gym Equipment

Until GYMetrix started trading the sad truth for gym customers is that what their demand actually was for equipment was not a factor in determining what equipment, and in what quantities operators bought !! 
In the main operator were using the 7 deadly assumption when refurbing gyms – we now have hard data proving these to not work.
Some of the Factors that determine the influence Gym Instructors will have on Customer Demand Choices:- 
Instructors Influence
The influence that Instructors can have over gym customers equipment choices should never be underestimated: 

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. 

Conclusion: 

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 !!! ”