Everybody knows that if you stand still you are, in reality, going backwards.
My company, a Bristol gym, is fortunate to be in a location that is conveniently close to its target market, which makes advertising virtually unnecessary.
Most readers will be aware of the statistic that most gym members stop going after between one week and three months, after having paid for a year’s membership.
It seemed clear to me from the outset that we ought to focus our time, energy and money on what we offer the member once they have joined, as opposed to the industry model which, as some of you may be aware, is to promote heavily, sign people up and then just ignore them.
We hold about four staff meetings each year. Last Tuesday we spent one and a half hours discussing whether we should alter the number of repetitions (ie complete lifting and lowering of a weight) that we advise members to attempt, on the basis that it might be easier for them to understand what we wanted from them, if we gave a lower figure.
It’s easy to forget how much resistance there can be to change, simply as a gut instinct. I personally find the process draining, possibly because I don’t like to tell my staff what to do, I’d rather work through some questions and examples in the hope that they will feel empowered by their decisions.
In the initial stages, progress is slow, because people have different levels of understanding. But the best bit for me is always the passion they show for their jobs and for our customers – the members. They show this passion by arguing with each other about what’s best. I think this is lovely.
Ross Campbell, The Exercise Club, Clifton