biggest loser

Fitness Technology is at a 'Tipping Point'

Ed Trainor emerges from New York Sports Club in Manhattan after a rigorous morning workout. He peers down at his heart rate monitor to check how many calories he’s burned so far: a little over 1,000. He’s nearly halfway to his daily goal and he’s determined to reach it.

His methods? Well, they’re a bit unorthodox.

“I commute through Penn Station each day,” Trainor says. “If I’m behind on my calories I’ll walk around the block to go up another staircase.” After his commute on the train he reaches the parking lot. He zigzags through cars, taking the most indirect route possible to his vehicle. Every step counts!

"Here I am, changing my behavior because I’m wearing this device," he says.

The root of his obsession is the perfect marriage he’s found between human behavior, fitness and technology. He even helped start a group of like-minded people from the fitness and technology industries to vet his interests. It’s called the Fitness Industry Technology Council (FITC).

The members of the FITC include Trainor, Kevin Steele, Ph.D., principal of Communication Consultants, Inc., Dave Flynt, principal interaction designer of Precor, Don Moore, embedded fitness market segment manager of Intel, Jon Zerden, chief technology officer (CTO) of Athletes Performance and Arlen Nipper, president and CTO of Eurotech, Lloyd Gainsboro, of Dedham Health and Athletic Complex, Joe Cirulli, of Gainesville Athletic Club and Mike Motta, of Plus One Health Club Management.

The goal of the group is to create a platform that allows for innovation, or, as Jon Zerden likes to say, to create the "plumbing" behind fitness equipment.

In order to create the plumbing, the FITC has split into three different groups designed to solve three different problems: the data standards group has set out to define a precise way to measure fitness data, like how many calories are burned during a workout; the cost-optimization team exists to ensure that any new technology is affordable, to facilitate the scale needed to achieve ubiquity; and, the communications specifications group aims to make fitness data accessible for web developers.

In the software world there is a term for what the FITC aims to accomplish; it's called an "Applications Protocol Interface" (API). An API is simply a guide to creating a piece of software that can work with another piece of software. Apple, for instance, publishes an API for their App Store, which allows developers to create pieces of software for iPhone users. The set of standards the FITC is setting out to create will serve as the API for fitness equipment manufacturers to create a more seamless user experience for gym members.

The group has launched headfirst into the quixotic search for principal technology standards in the fitness industry. If they succeed, they’d have accomplished a feat that could expand the entire industry. “We could really capture more than the 15 percent of consumers we do currently,” explains Trainor.

Of the companies represented in the FITC, Intel is by far the largest. They have an obvious interest in the group: if equipment manufacturers produce smarter machines they'll need computer chips to do so. Still, the number of pieces of fitness equipment produced each year pales in comparison to the amount of computers, laptops and net books sold to consumers. When asked why Intel had taken an interest in the fitness industry, Edward Hill, director of marketing for Intel's embedded computing division, replies, "The volume is still interesting enough for us to participate."

"I think we’re looking at an opportunity for the fitness industry to move into a new frontier," says Trainor. "The health care industry is about to break and prevention is the way to go." Exercise is, of course, what Trainor really means by prevention. Hill thinks when fitness data is available, health care insurers will be less interested in visits to the gym than, say, heart rate, which provides evidence not only that a person visited the gym but did more than sit in the whirlpool for 30 minutes.

"Does that mean every time they’re active they have to walk through the front door of our gym?" Trainor asks the question rhetorically. "Of course not."

When he's not working out at New York Sports Club, you can find Ed Trainor surfing off of New York's coast. "I'm usually in the water for an hour and a half... Never have I gotten out of the water without burning at least 1,200 calories."

The challenge for the FITC is to take two different activities, like lifting weights and surfing, and capture the essence of each workout in a set of data that says something meaningful.

How, exactly, the FITC plans to accomplish that is largely theory at this point. Questions are in greater supply than answers, but Trainor promises that's about to change. At this week's IHRSA convention and trade show the FITC will deliver a position statement that, according to Trainor, "will be the tipping point for us moving forward."

Buff, tough and feminine: Women’s body building

Months of dieting, countless hours in the gym and weekends spent at home to avoid drinking temptations are sacrifices University of Idaho senior Angel Sigman has to endure for a few minutes of competitive-fitness fame.

In less than a month Sigman will compete in her first National Gym Association fitness competition in the bikini division. As it is her first competition, she said it can be difficult to balance all the while in college.

“It’s hard as a college student because there’s not a lot of students who watch what they eat or work out like I do ... I really don’t have much (of) a social life. I stay home on the weekends to avoid the temptation of the bars and drinking,” Sigman said.

Sigman said it’s hard because her friends normally have free time on the weekends and they want to go out to the bars, but said she still goes to movies with them or has gym dates to get in social time. The temptations of beer, pizza and other college staples aren’t the end of the struggles Sigman faces. The price of competing without sponsorship is high and difficult for a college student to afford.

“It’s hard in college because it’s hard to afford rent without working your butt off, but to balance it out with school, work and everything else, that’s tough,” Sigman said.

The price of women’s bodybuilding competitions vary depending on entrance fees, lodging and travel, but some of the essentials necessary for catching the judges’ eyes are also pricey. Spray tanning that will show under the bright stage lights is approximately $100, and Sigman’s custom-fit bikini cost $200.

“I’m hoping that maybe someone will see me in the audience, like a supplement company or just a really nice, generous person that’s like, ‘I want to make your dream come true,’” Sigman said.

One of those dreams, Sigman said, is becoming a professional model for the International Federation of Body Building and to appear on the cover of Oxygen, a women’s fitness magazine.

Sigman said competing in events such as the Northwest Natural Pro-Atlas Bodybuilding and Figure Championships April 30 are opportunities to make her known in the fitness world.

“Competing opens so many door because if a photographer sees you, and maybe will go up to you later on about a shoot,” Sigman said.

Getting the attention of sponsors or photographers is always a goal for Sigman when competing because she said they would help her fitness career.

“It’s who you know and who you meet, you have to pretty much be your own agent when you start out in this sport,” Sigman said. “You have to sell yourself because in the fitness industry it’s a very dog-eat-dog world.”

There are four different categories in the competition Sigman is entering: Women’s body-building, figure, fitness and bikini.

“Figure is not as muscular as the women body building. They wear five-inch heels and have two-piece suites. They’re symmetrical and you can see their muscles,” Sigman said.

The fitness category is almost exactly like figure but contestants do gymnastic routines on stage to music.

“Bikini is the last category and they’re not as muscular as figure or fitness, but they still have that tone,” Sigman said. “They look like fitness models and it’s pretty much like a fitness pageant.”

Sigman said the fitness and body building categories have poses to do in order to show off their muscles where as the bikini contestants do a “model walk” across the stage.

In order to get ready for the stage Sigman said she works out two hours a day, six days a week.

Sigman also eats a strict diet consisting of six to eight healthy meals a day. She said she prepares these meals on Sunday so they are packed and ready to go for her busy week. Currently Sigman is carbohydrate-cycling, which means she rotates between a day of high-carb intake, normally around 120 grams, and low-carb days, around 60 grams of carbs. Sigman said she will adjust her workouts to her diet so she has more energy for the days she works large muscle groups like legs.

“Today is a low-carb day and I feel sluggish, fatigued — well more than usual,” Sigman said. “Sometimes I’ll get confused, just have slower thinking.”

High protein, low-carb diets are proven to shed fat, but Sigman said it alternates every day, and fluctuating between high and low carbs helps so the body doesn’t get used to a certain way and hit a plateau.

Sigman encourages anyone who has a passion for fitness to give body building a try.

“If you have the drive, compassion dedication and discipline then go for it. Because not only will you be happy with how you look but you’ll be so much more confident as an end result,” Sigman said.

Sigman said the change has to come from within, and no amount of nagging from a spouse, family or friends can change someone.

“It’s your competing against yourself. It’s being the best you can be,” Sigman said. “Husbands telling their wives, ‘You’re fat, go work out’ won’t work, you have to want it for yourself.”

The little black dress of fitness

It's 7:20 a.m. and Carl Daikeler hasn't worked out yet. Not a big deal for the 49% of Americans who don't exercise regularly, but it's going to bother him all day.

The problem is the CEO of Beachbody, the company behind P90X and Insanity, doesn't like to work out. So much so that he sometimes has to "trick" himself into the gym. Like the time he decided he couldn't brush his teeth before he worked out for at least 10 minutes. That little ploy inspired Beachbody's 10-Minute Trainer program.

The fitness industry is constantly coming up with similar tricks to get more of us off the couch, Daikeler said.

The result is a rotation of incoming and outgoing trends -- from Jane Fonda's VHS tapes in the early '80s to Beachbody's DVD programs that are popular today.

Daikeler compares fitness to fashion. "Somebody starts wearing a certain shoe in Milan or Japan and suddenly everybody wants to wear it," he said. "It doesn't just solve the problem -- like shoes cover your feet. It makes you feel like it's (a part of) your identity."

Starla Kay teaches youth video classes at the Indiana Black Expo in Indianapolis. She has a 19-month-old son and not a lot of time for a workout program that doesn't work.

P90X has earned $420 million in sales for Beachbody since 2005.She tried kickboxing, aerobics and just going to the gym, but nothing really stuck until she got one of this year's hot trends, P90X.

"This is the first actual program I've done," she said. "I feel stronger. I feel like I have more energy. I've lost 9 pounds so far."

The American College of Sports Medicine publishes a yearly survey of the top worldwide fitness trends. The top 10 list for 2011 includes boot camps and programs aimed at older adults.

Trends depend on many factors, said the survey's lead author, Walt Thompson. Take Pilates, which dropped off the survey's list from No. 9 last year. Thompson believes the economy made Pilates equipment and specialized instructors too expensive for clubs to maintain. He's not sure if Pilates will make a return to the top 20, but he doesn't expect a few of this year's trends to stick around long.

"The problem with the high-intensity kind of programs is that they deliver a punch like severe weight loss programs do, but they're difficult to comply with in the long haul," he said.

A huge key... is to make people feel like 'Wow, I get it.'

--IDEA editor-in-chief Sandy Todd Webster
Remember the slide board? Tae Bo? Step aerobics? All trends Houston, Texas, YMCA senior program director Karen Behrend has seen come and go in her 28 years of teaching group fitness.

"The reason why programs like that don't stick is because they're too hard to do," she said. "The things that really stick are programs that cross over multiple (ability) levels."

Kay said when she first attempted the P90X DVD program it was "too much" so she dropped it after two weeks. But when she started attending a class with an instructor who taught her how to modify the moves, she found herself returning six days a week at 7 a.m.

Behrend cites classes like Zumba, body pump and spinning as success stories. They're consistent, easy to follow and include that always important element of fun.

"They make people feel successful," IDEA Fitness Journal Editor-in-chief Sandy Todd Webster said. "That's a huge key in good programming is to make people feel like 'Wow, I get it.' "

IDEA is the world's largest association for fitness and wellness professionals. It also does a yearly survey of fitness trends. This year, aerobics, water fitness and martial arts-based classes had the largest decline in popularity. Dance and boot camp classes showed the largest growth.

Judi Sheppard Missett, right center, continues to choreograph all the routines for Jazzercise."Think Jazzercise classes -- they're fun. They combine good music, easy choreography (and) social aspects," Webster said.

Jazzercise is one of those trends that stuck. Judi Sheppard Missett founded the company in 1969 and the dance-based classes are still popular across the world. In fact, Entrepreneur Magazine recently named Jazzercise 2011's most successful fitness franchise.

"It's not like you can take a six-week course and be fit the rest of your life," Missett said. "It's really good that people are coming up with different ways to move. I'm happy for anybody doing anything, anything that gets them off the couch and on their feet."

She continues to choreograph routines to approximately 30 new songs every 10 weeks to keep her high member retention rate.

It is the beauty and curse of the industry, Behrend said. Old trends evolve into new ones, forcing gyms to stay cutting edge, but keeping customers excited about working out.

"The trick only lasts so long," Daikeler said, going back to his fashion analogy. "The best designers aren't looking for trends; the best designers set the trends. Will this capture a market audience or is this like Lady Gaga's meat dress?"

Daikeler said he just hopes whatever the industry comes up with next is the end of the biggest trend in America right now: obesity.

Members Pay For Gold's Gym Not Yet Built

Members Pay For Gold's Gym Not Yet Built
HENDERSONVILLE, Tenn. — About 1,000 people who paid for gym memberships
have nothing to show for it. Gold's Gym was supposed to open in
Hendersonville last October, but five months later, it hasn't.
A Gold's Gym membership is about $20 a month.
"I thought, 'Hey, a great opportunity. The gym is right outside my
apartment; this would be wonderful,'" said Ryan O'Saile.
In September of last year, O'Saile paid about $50. The gym, he was told,
would open in October.
"We're still sitting here in March, and construction hasn't begun yet.
Each time I went to the trailer, I've been given a different story about what
was going on," said O'Saile. "I feel cheated. I feel wronged that they're
taking this money from me."
O'Saile isn't alone, and Gold's Gym General Manager Chris Cross said he
understands his members' frustration.
We've signed up over 900 members," said Cross. "We're frustrated, too.
Nobody wants this gym open more than we do."
In fact, Cross said, $1 million has been invested into the project,
including signs and construction materials. Cross said the gym's bank is to blame
for the hold-ups.
"They delayed the funding, which caused us to be in a delay," said Cross,
who said a gym is coming. "We are 100 percent going to open. We are in the
process. We are moving full-steam ahead."
O'Saile won't be there when the doors finally open. He has canceled his
membership, but said he was told enrollment and processing fees from account
setup were nonrefundable.

Increasing Customer Retention at Health Clubs with Predictive Analytics

A major problem in the health club industry is customer retention - it may well be the industry's single largest issue. Hence the constant aggressive push to get members signed up and in the front door, at a rate faster than they are exiting out the back door. I have seen figures showing that as many as 40% of members churn in the average health club, regardless of the exact numbers, it is a known fact in the industry that it is a higher number than any health club manager wants it to be; and obviously any reduction adds directly to the club's bottom line.

Equally plenty of members renew their memberships year in, year out. Accordingly, any member retention strategy should involve two key components: 1) identifying those members at risk of leaving and 2) targeting those at risk with appropriate interventions.

It is beyond the scope of this article to go into intervention methods. However, I will address the identification of members at risk of terminating their memberships (‘at risk’ members) – and how predictive analytics can be applied to help with this.

Like all businesses health clubs have limited resources, and it is absolutely pointless for a club to invest resources to try and retain each and every member, when a good deal of them are not at risk in the first place. If a member is identified as 'at risk' there is a strong business case to be built around investing resources in trying to retain that specific member (theoretically you could afford to invest up to $1 less than the cost of acquiring a new member, and still be ahead of the game), conversely if they are not 'at risk' and are going to re-sign anyway, you may just as well burn the money as hand it over to that specific individual in the form of an incentive or time invested.

The other consideration is, it is far easier to pro-actively try to retain 2,000 members than 4,000 member, so by segmenting, and making the size of the task more manageable, it increases the likelihood that a health club will do something - and if we know nothing else, we know that doing something is usually better than doing nothing.

So we have a clear business case for identifying which members are most at risk of churning. Our next mission then, would be to take our database of current members and identify which ones specifically are 'at risk' and which ones are 'loyal'. Ideally we would take it one step further than this, and be able to rank our whole customer database in rank order from those statistically 'most at risk' to those 'least at risk'. The benefit of doing this, is that it provides our sales/retention staff with a sequenced work list, which they would start at the top of and work their way down sequentially. This simple act in itself would give us comfort that our resources are being focused on those that most require them – a form of retention triage if you will. This can even be taken one step further, and we can - again using statistical methods - determine the statistically optimal place in the list to stop.

Though we have a business case, and a reasonably clear vision of what would be useful, the problem is that for the managers of most health clubs, the scenario outlined above is closer to science fiction, than something they perceive they can practically deploy within their club. So the status quo prevails: 1) do nothing, 2) treat all customers as equally at risk, or 3) perform some random haphazard interventions with no real science behind who is targeted and who is not.

So to get to the point of execution, and movement from theory to reality, let's discuss how we would take this utopian vision and turn it into an actionable reality. Ironically for many health clubs this vision can be actualized faster than it took me to write this article - literally.

Most health clubs have a reasonable amount of data on their members. Let's imagine that we have all the data about every member of our club for the last five years, lined up in an Excel spreadsheet. Every row is a unique member, every column is the information we know about that member. The columns we call input columns as they are the inputs that help us make our prediction about that persons future behaviour, these would contain things such as: her age, her marital status, change of marital status, # of visits in January 2010, number of visits in January 2009, etc. payment method, # of address changes, average time she spends in health club, etc, etc it would be no problem to have 100 or even 500 columns, and in the very last column (our target column) we add a label 'loyal' or 'at risk'. Anybody that terminated their membership previously is labeled 'at risk' and 'anybody' who re-signed is labeled as 'loyal'. We would eliminate from the spreadsheet anyone who had not had been with us a year yet, as we don’t have any conclusive information about their behaviours.


Now I will skip over the math here, which nobody would want to try at home, but you can take it on good authority that there are patterns within all the input columns that can help to predict the customers propensity to churn. This is as you would well expect, for example prior to terminating a membership, a member may start coming in less frequently, and if this data is recorded this would show up, or a change in marital status may impact an individuals propensity to re-sign, and most likely it is an aggregation of many factors. Typically a human cannot detect these patterns, but there are software applications that can, and once the patterns are defined, the software can look at the patterns in an unseen group of members and make a prediction as to each individuals propensity to churn, and then output these members in a sequenced list as described previously, complete with the optimal point in the list to stop making interventions.


To explain it a slightly different way, we are: 1) consolidating historical data about behaviours that we think may be correlated to an individual churning from historical members 2) we are letting software examine that data for patterns and how they relate to how a member churned or did not 3) that relationship is frozen in a ‘predictive model’, and finally 4) the model is applied to unseen members to statistically predict their behaviour (vis a vis churning or not).

I would encourage anybody interested to visit www.11AntsAnalytics.com and watch the 11Ants Model Builder QuickStart tutorial video, which will better show the process (the data is different, but it won't require much imagination for it all to make perfect sense). Feel free to email me if you have questions about this - doing this sort of thing is ten times easier than most people imagine.

Treadmill VS Elliptical Trainer

In today's world of fitness crazes and new-fangled exercise tools, many fads come and go. But, occasionally, an idea is hit upon that really works! An exercise machine is created that actually does what it says it will do. It promotes fitness and wellness. It helps fitness enthusiasts reach their exercise goals. It has 'staying' power!

Two of the most popular fitness machines used today are the treadmill and the elliptical trainer. What makes these machines so popular? Why are they favored over other exercise devices?

The treadmill has been around for a number of years and remains popular among experienced and new athletes, alike. Obviously, the appeal is that it accommodates both runners and walkers. Two of the most popular forms of exercising.

A newer exercise machine, the elliptical, is gaining on the treadmill in popularity. How do treadmills compare with elliptical training equipment? What benefits do each type of machine offer? Which one is right for you in obtaining your fitness goals?

Treadmills
According to Webster's Dictionary, a treadmill is "a device worked by treading an endless belt." That sums it up briefly. However, there is much more to most of today's treadmills than merely "an endless belt" to be treaded!

Treadmill machines are created for performing functions such as walking, jogging, or running, as well as simulated hill climbing. (Some treadmills are better suited for walking and are not made to support users over a certain weight limit.) Higher quality treadmills tend to be suitable for walking or running and can handle larger and heavier users. Commercial units that are found in gyms are generally capable of supporting more weight than most home units. However, high-end models of home treadmills can be quite sturdy and comparable to a commercial unit.

Exercising on a treadmill is a great way to burn calories, build bone density, maintain good cardiovascular health, and increase your energy level. Of course, if you engage in a less intense workout, you will have to increase the length of your workouts to get the most benefits.

Most power treadmills offer a number of pre-set programs and intensity levels from which to choose. On these particular machines, you may program in your personal information (i.e. age, weight, height, fitness level, etc.). Then, you may choose a pre-set program (such as 'killer hill' or 'weight-loss'), and the unit will automatically adjust the workout to fit your specifications.

If you'd rather manually control your treadmill, you can bypass the pre-set programs and adjust the incline, speed, and the duration yourself. And, even if you've chosen a pre-set program, you have the option of changing the incline level or speed level at any time.

If you're just beginning a treadmill exercise program, you should begin at a lower intensity level and work your way up to a higher one, as your fitness improves. For the seasoned athlete, increasing the incline and the speed to accommodate your level of fitness can challenge your body and produce the benefits you desire.

Running on a treadmill with a nicely cushioned running surface provides less impact on the knees, shins, ankles, back, and joints than does running on pavement or concrete.

As a result, the runner who uses a treadmill is less likely to sustain a running injury than a runner who runs upon a harder surface. (Nonetheless, a runner's body will still experience impact when the foot lands on the belt. Up to 2 1/2 your body weight)

When running in the great outdoors, you could possibly trip over a rock or twist your ankle in an unseen hole in the ground. You don't have to worry about road or trail hazards when exercising on a treadmill. You need only maintain your rhythm on the moving belt.

It is true that some people have a difficult time feeling at ease when treading on a constantly rotating belt. If you're a little nervous about keeping up with the belt's motion, try holding onto the handrails until you feel comfortable about letting go. And, keep your pace nice and slow until you are ready to pick it up. However, try not to depend upon the handrails forever. By doing so, you are limiting the benefits your body will receive from your exercise sessions.

Another fabulous reason for working out on a treadmill is that you can do it indoors ...regardless of the season or weather. You don't have to brave the extreme heat of summer or the brutal cold of winter to get your walk or run in. You can work out in a climate-controlled environment and be comfortable. (To learn more about treadmills go to Treadmill Ratings and Reviews)

Elliptical Trainers

Elliptical trainers are relatively new to the family of fitness equipment, as compared to treadmills. They have increased in popularity during the last few years. And, perhaps at the rate they are going, these fitness machines will someday surpass the treadmill in popularity! But, do they deliver what they promise?

Elliptical trainers allow the athlete to burn a similar number of calories as jogging...but without the risk of injury to the back, knees, hips, or ankles. Your feet never leave the pedals. As a result, this type of machine is quite low-impact and goes easy on the joints. In fact, whereas exercising on a treadmill requires your body to absorb the impact force of walking or running, exercising on an elliptical can be compared to running in midair.

Because ellipticals are so low-impact and easy on the joints, this type of exercise equipment may very well be one of the best choices for older people or for individuals who are recovering from a joint injury.

Elliptical machines mimic the normal elliptical motion of the foot, the extension of the leg, and the rotation of the hip during walking or running. This motion uses all the leg muscles, giving you a total lower-body workout.

But, WAIT! There's more! Elliptical motion machines ALSO simultaneously work the upper body (unlike the treadmill, which works only the lower body)! As the feet go through their elliptical motion, the hands grip the moving handlebars, exercising the arms. The movement of the dual handlebars mimics cross-country skiing. Now, this particular type of workout may not necessarily pump you up to look like a bodybuilder. However, because you are including the upper 30% of your body in your workouts, the results will be more efficient. (And, those arms will be toned in no time!)

Because elliptical trainers DO work the upper and lower body simultaneously, the heart rate climbs more quickly. Thus, less time is required to achieve more results. The amount of energy expended is optimized. As the legs are being worked, the back, shoulders, chest, biceps, and triceps are also working ...making it possible to burn more calories in less time. (An optimal workout need only be about 20-30 minutes long.)

Some elliptical devices offer the option of shutting down the handlebars and working only the lower body. Even when this option is available, it evidently is not used very often ...likely because individuals appreciate being able to work the entire body at one time.

The foot pedals can be worked in a forward or reverse direction. When you change the direction of the pedals, you'll target your lower body in different ways. It is nice to be able to add versatility to your elliptical workouts, and such a change works to ensure optimal training of the leg muscles.

The intensity level can be adjusted on elliptical equipment to fit your personal level of fitness. Resistance may be added as desired to increase the workload on your legs throughout the forward or backward stride. With such an efficient workout, you can say 'goodbye' to flabby thighs and derrieres!

Previous studies have shown that working out on an elliptical unit can trick the body into believing it is working easier than it actually is. Therefore, as you're burning more calories in less time on an elliptical trainer, your body feels as though it doesn't have to work as hard to achieve its goals. This phenomenon is known as the "Rate of Perceived Exertion."

Additional benefits of elliptical training include its ability to build bone density and to inhibit the onset of osteoporosis. Everyone needs strong, healthy bones. This is especially a concern as we grow older, and our body's bone mass begins to deteriorate. Elliptical exercise can inhibit bone deterioration and actually improve bone thickness.

An elliptical device is safe to use (i.e. it stops when you stop). It uses very little electricity and is economical to operate. Because of its lesser impact, there is less wear and tear of the machine, making maintenance quite low. It has a small footprint, so it takes up less floor space than other fitness equipment. And, as with the treadmill, it allows you to exercise in a controlled environment for more comfort and convenience.

With all the benefits and the practicality of elliptical training machines, they just might end up exceeding the treadmill in popularity!

Reminder

No matter what type of exercise or fitness equipment you may prefer, remember to always consult with your health professional before beginning any exercise program!

Elliptical v.Treadmill: Is one better?

Elliptical v. Treadmill: Is one better?
There isn't a more ever-present cardio conundrum than deciding whether the
ever popular elliptical trainer should be your go-to exercise choice or
the even-more-popular treadmill should get your workouts. That is until now.
The answer may surprise you.
First, let it be known that both give you a good workout and, as long as
you exercise for the same amount of time and at the same intensity, they
will give you the same workout—in physiological terms. A _June 2010 study
published in the Journal of Strength and Conditioning Research_
(http://www.ncbi.nlm.nih.gov/pubmed/20453685) found that when untrained subjects
exercised at the same perceived exertion rate on each machine, the amount of
calories burned and the amount of oxygen consumed was the same. The University of
Nebraska at Kearny researchers wrote that “an elliptical device is an
acceptable alternative to a treadmill.” These results confirm a _2004 Journal of
Sports Medicine and Physical Fitness study_
(http://www.ncbi.nlm.nih.gov/pubmed/15470311) that found that when training volume and intensity were
the same, moderately trained subjects experienced the same physiological—
calories burned, oxygen consumed—improvements over a 12-week period whether
they used a treadmill or an elliptical (or a stair stepper, which was also a
part of this study).
Now that that’s out of the way, there is one big aspect where the two
differ—workout variety. On a treadmill you can walk, jog or run either on a
flat surface or an incline with resistance or without. There are your options.
You might be able to change it up by slowly walking backwards or
sidestepping (also at a slow pace). On an elliptical, the incline changes the
workout. For instance, set an elliptical at a low incline where you are
performing a horizontal motion and your movement is more like a Nordic Track
cross-country skier, especially if you are using arm levers. Raise it to a
mid-level incline and the action is similar to a bike’s—this is the typical
elliptical movement. Increase the incline to a more vertical angle and it
simulates a stair-climber. It is these options that make the elliptical the
ultimate workout boredom buster not just for your mind but for your muscles.
This makes the machine a great cross-training tool since your muscles will be
taxed in a way that they may not be accustomed and thus they work a bit
harder. (When this happens, you perceive the exertion as greater.)
Ultimately, your training goals will determine the best machine for you.
An avid runner training for a road race will look to the treadmill most of
the time, for instance. However, that same person may do a weekly session on
an elliptical to help prevent overuse injuries, break the monotony of
running, or simulate hills. When it comes to the elliptical v. treadmill
face-off, the two machines complement each other—like black and white.
Brought to you by: _www.fitnesslifemarketing.com_
(http://www.fitnesslifemarketing.com)

How To Create a Successful Weight Loss Program in Your Facility

_How To Create a Successful Amerishape Weight Loss Program in Your
Facility_ (http://www.amerishapeweightloss.com )

Exercise has so many benefits - preventing heart disease, cancer and
diabetes, increasing energy and productivity and enhancing one's athletic
performance. Still, chances are a large portion of your customers are only
interested in one thing: _Amerishape Weight Loss Programs_
(http://www.amerishape.com) .
If the member achieves their goal, they'll likely stay longer and that's
good for business. So that begs the question: How can you help your members
achieve their goals? Understanding what makes the weight loss client “tick.
”

* Lean what weight loss clients really need to be successful.
* Learn the 6 absolutes for client success
* Understand that a weight loss program alone will not ensure
long-term success
* Building a Buzz -- Marketing ideas to help the program grow both in
and outside of your facility.
* _www.amerishapecenter.com_ (http://www.amerishapecenter.com)

What Does The President Look for in a Gym?

What was it about the Washington Sports Club brand that prompted Barack Obama to choose to join its clubs over all others when he came to Washington after his election to the U.S. Senate in 2004?

No doubt, the brand, marketing, and advertising relayed an important message to Obama, now the 44th President of the United States: 'this fitness club has what you need and we can offer it to you in a convenient manner at an acceptable price.'

No need for high pressure sales here. Senator Obama found what he was looking for and signed up.

Wouldn’t you like your branding/marketing/sales effort to be this effective?

Of course! It is hardly an overstatement to say that sales and marketing are the lifeblood of your health and fitness club. To keep your business healthy, you need to keep a constant flow of new members joining to grow your membership while replacing any who leave because they move away or change jobs.

Stephen J. Tharrett and James A. Peterson authors of Fitness Management (Healthy Learning, 2006) estimate that, to be successful, most clubs have to sell between 800 and 1,300 memberships on an annual basis. Larger clubs need to recruit as many as 5,000 new members each year.

Positioning is key
Branding, marketing and advertising help to create and nurture relationships with consumers in your community who are contemplating lifestyle changes, or, like Obama, want to keep up the good work. This is your reservoir of sales leads, people you hope will take the next step—tour your club as a prospective member.

To encourage people to walk through your door, you need to position your business to differentiate it from other clubs with strong branding.

Are you a new, no-frills Planet Fitness franchisor offering a special, one-year, prepaid membership for just $99? Or, is your club part of a well-known mid-range chain, such as the Washington Sports Club, with facilities clustered near home and office. Or, are you, like the Sports Club /LA, known for luxury?

Mere mention of brand names like these and others like Gold’s, Crunch, Lifetime Fitness, East Bank and 24-Hour Fitness communicate to consumers what the club stands for and will deliver for the price of a membership.

Paving the way for sales
Marketing and advertising—whether they utilize print, radio, television, direct mail or the Internet and email—need to be ongoing and relentless to generate the number of leads and prospects you’ll need to meet your sales goals.

As Tharrett and Peterson point out, sales is quite the numbers game. "While the percentages tend to vary from market to market and club to club, the average club can expect to convert 20% to 50% of its leads to prospects, and 20% to 80% of its prospects to actual members."

It is up to your sales staff to identify what prospects are looking for, and communicate well how your facility, your programs and your staff will satisfy those needs—and close the sale.

Ben Midgely, who once served as team director of corporate sales at 24-Hour Fitness, and is now executive vice president of Planet Fitness, says that hiring sales people with passion is vital.

"You can’t teach passion, you have to find it. Look for people who are committed to fitness, and who care enough to want to spread the good word about its benefits, and help others succeed. If you focus on the member first, rather than the money, the money will follow.”

Campaign for a Healthier America

_Campaign for a Healthier America_
(http://www.ihrsa.org/home/2010/7/1/campaign-for-a-healthier-america.html)

The Campaign for a Healthier America is a national grassroots project
bringing together exercise enthusiasts to make healthy lifestyles a priority
for all Americans. The Campaign seeks to bring the fitness industry together
with government, employers, medical and public health professionals,
insurance providers, schools, and each of us individually.
Join the Virtual March on Washington
You know how important exercise is to you and your members. Now it’s time
to let your legislators know. You can become the change for a healthier
America. Here’s what you can do:
* _Send an e-mail_
(http://www.votervoice.net/Groups/IHRSA/Advocacy/?IssueID=16866&SiteID=-1) to tell legislators your story that epitomizes
how exercise and living healthy have impacted your life and the lives of your
members.
* Get your members involved. Hang up this _poster_
(http://download.ihrsa.org/publicpolicy/campaign4health/campaign4health_poster.pdf) in your
club.
* Download a brochure. Distribute this educational _brochure_
(http://download.ihrsa.org/publicpolicy/CHA_Brochure.pdf) from your front desk and
locker rooms.
* Create a 2-3 minute video message to legislators illustrating your
story and e-mail it to IHRSA.
* Share your photographs promoting a healthier America. We will
upload them to _flickr.com/campaign4health_
(http://www.flickr.com/campaign4health) .
What is the Campaign for a Healthier America?
The Campaign for a Healthier America is a national grassroots project
bringing together exercise enthusiasts to make healthy lifestyles a priority
for all Americans. The Campaign seeks to bring the fitness industry together
with government, employers, medical and public health professionals,
insurance providers, schools, and each of us individually.

What We Are Working Towards
We must work as one to create a culture and environment of wellness. To
achieve this, we will:
* Encourage regular exercise and healthy eating for people of all
ages and physical conditions
* Engage Americans in grassroots efforts to make their communities
healthier
* Ask policymakers to encourage exercise by creating tax incentives
and removing financial barriers
What Federal Legislation Means for Your Club
A healthy lifestyle starts with exercise; and exercise starts at a health
club. Health clubs provide a community that fosters the adoption of healthy
lifestyles. As a fitness professional, you are helping to build a
healthier America.

_Federal legislation_ (http://www.ihrsa.org/federal-activity) supporting
the WHIP and PHIT Acts, as well as anti-obesity legislation and tex
incentives will make exercise affordable for more Americans.

(no subject)

Q: “I work as a GM in a 4 clubs company, I’ve been in charge of the
pre-opening and the first couple of month of operation of three of them. We are
planning now open the 5th club, in a different location (all 4 actual clubs
are in different cities) all 4 clubs are doing fine. What should I look for
in the next location? I have tons of demographics and marketing
statistics, besides analyzing this info, is there any advice I can get form the
experts in expansion?”

Bryan O'Rourke, CSO & Principal
Fitmarc
_bryan@fitmarc.com_ (mailto:bryan@fitmarc.com)
_www.bryankorourke.org_ (http://www.bryankorourke.org/)

A: A great location may depend on the type of club you have and how much
you are willing to pay for that location. If a given location is known for
driving traffic to your door, then the lease is going to reflect that.

A large, multipurpose club can require thousands of members so you may ne
ed a busy area in town. If you have a small or mid-size club that relies on
word of mouth marketing, you may not need the busiest area in town.

Demographic data is important (population density, household income
levels, etc.) but nothing can replace your eyes. Get to know the neighborhoods
around a proposed location--drive 10 minutes in every direction at rush hour.
Talk to a real estate agent. They will know the demographics but they will
also have a good "feel" for the area. Is there retail shopping? Are they
building new schools (is the area growing--will your club appeal to
families?). Is it a retirement community? Are there a lot of storefronts for rent?
This might make it easier to negotiate a lease but it might also indicate
that the local economy is struggling.

You location doesn't guarantee success, but it can make things a little
easier.

Rob Bishop, Owner
Elevations Health Club
_rob@elevationshealthclub.com_ (mailto:rob@elevationshealthclub.com)
_www.elevationshealthclub.com_ (http://www.elevationshealthclub.com/)

A: My advice is to not reinvent the wheel. By the sound of it your
company is having success with a business model that is working. My question back
to you is…Do you have a good understanding of why it is working? Are they
working for the same reasons (same type of customers and similar types of
locations?), or are they four unique types of businesses?

If you look at all the successful club chains (e.g. Life Time Fitness,
Curves, Gold’s, 24-Hour Fitness) the two things that all these businesses are
very confident in is who they serve (current customer
demographics/identity) and where to find them; because, the goal in any new business opportunity
is to eliminate as much guessing as possible.

If you haven’t done so already, look at the company’s four successful
clubs and gather all the information that identifies your customer type. Then
use the demographic and marketing research you’ve gathered to determine the
best location(s) for your type of club. Finally, create a business plan
and/or pro forma to help you decide which area(s) give you the best chance(s)
for success.

Brad Wilkins, Vice President & General Mgr.
Cooper Fitness Center
_bwilkins@cooperfitnesscenter.com_
(mailto:bwilkins@cooperfitnesscenter.com)
_www.cooperfitnesscenter.com_ (http://www.cooperfitnesscenter.com/)

A: You look to have done your homework on the new city you plan to open
another club in. If you have a site (or specific area) selected and you have
completed a comprehensive competitive analysis then you may be getting
close to pulling the trigger on the project.

Debt financing can be very hard to come by in the current economic
climate, and even more difficult to secure without in-depth projections that have
as an integral part a proven, existing cash flow in your business plan's
model. That being said, before building a new club or leasing a new space,
consider the potential of buying an existing club that fits or can be
relatively easily retro-fitted into your particular type of operation. You would
be buying a known cash flow and it is possible that you could finance the
project largely from the existing operation's future cash flows versus the
long ramp-up and capital intensive nature of a build-to-suit.

Chris Evans, Partner
The Atwood Group
_www.healthclubconsultants.com_ (http://www.healthclubconsultants.com/)
_cevans@atwoodconsultinggoup.com_ (mailto:cevans@atwoodconsultinggoup.com)

Campaign for a Healthier America

_Campaign for a Healthier America_
(http://www.ihrsa.org/home/2010/7/1/campaign-for-a-healthier-america.html)

The Campaign for a Healthier America is a national grassroots project
bringing together exercise enthusiasts to make healthy lifestyles a priority
for all Americans. The Campaign seeks to bring the fitness industry together
with government, employers, medical and public health professionals,
insurance providers, schools, and each of us individually.
Join the Virtual March on Washington
You know how important exercise is to you and your members. Now it’s time
to let your legislators know. You can become the change for a healthier
America. Here’s what you can do:
* _Send an e-mail_
(http://www.votervoice.net/Groups/IHRSA/Advocacy/?IssueID=16866&SiteID=-1) to tell legislators your story that epitomizes
how exercise and living healthy have impacted your life and the lives of your
members.
* Get your members involved. Hang up this _poster_
(http://download.ihrsa.org/publicpolicy/campaign4health/campaign4health_poster.pdf) in your
club.
* Download a brochure. Distribute this educational _brochure_
(http://download.ihrsa.org/publicpolicy/CHA_Brochure.pdf) from your front desk and
locker rooms.
* Create a 2-3 minute video message to legislators illustrating your
story and e-mail it to IHRSA.
* Share your photographs promoting a healthier America. We will
upload them to _flickr.com/campaign4health_
(http://www.flickr.com/campaign4health) .
What is the Campaign for a Healthier America?
The Campaign for a Healthier America is a national grassroots project
bringing together exercise enthusiasts to make healthy lifestyles a priority
for all Americans. The Campaign seeks to bring the fitness industry together
with government, employers, medical and public health professionals,
insurance providers, schools, and each of us individually.

What We Are Working Towards
We must work as one to create a culture and environment of wellness. To
achieve this, we will:
* Encourage regular exercise and healthy eating for people of all
ages and physical conditions
* Engage Americans in grassroots efforts to make their communities
healthier
* Ask policymakers to encourage exercise by creating tax incentives
and removing financial barriers
What Federal Legislation Means for Your Club
A healthy lifestyle starts with exercise; and exercise starts at a health
club. Health clubs provide a community that fosters the adoption of healthy
lifestyles. As a fitness professional, you are helping to build a
healthier America.

_Federal legislation_ (http://www.ihrsa.org/federal-activity) supporting
the WHIP and PHIT Acts, as well as anti-obesity legislation and tex
incentives will make exercise affordable for more Americans.

Q: “What is the standard hit rate of sales in the fitness industry?”

A: Closing rates will be different for different sales staff and different clubs. My best sales person closes 73 percent of all prospects. New sales staff with little experience can be lucky to close 30 percent. The average for all staff across all clubs is 53%. Clubs with highly trained sales staff and low staff turnover will maintain closing rates of over 70 percent.

Of course, you also need to look at total monthly sales. A sales person that does very little prospecting and only sees highly qualified walk-ins will tend to have a higher closing rate than a sales person who is actively involved in prospecting. In other words, selling 50 percent of 100 prospects is better than 80 percent of 20 walk-ins.

Also, clubs sometimes pick their closing rates out of the sky. The only way you can get accurate closing rates is if you have a 100 percent fail-safe system of recording all tours, walk-ins, and guests. I once looked at a club claiming 85 percent closing rates but they were not including guest passes. They were getting approximately 140 people on guest passes every month. When these were included their closing rates were only 36 percent.

A: A membership consultant’s “hit rate” will never be as good as it could be as long as it is referred to as just that... a “hit rate”. Members aren’t units, points or numbers, they’re people and each has a story and a reason for coming to us and the best consultants assume every single guest has a need to fill and consequently has come to join. We change people lives every day through fitness and as consultants our job is to remove all barriers and causes for hesitation, more often than not in people who have already gone through several stages of consideration before visiting a club.

It’s a competitive world and true to say not everyone who visits will join your club. Many factors will influence their final decision, so the ultimate percentage of those who join can vary from club to club, however globally I can say we at Face2Face aim to average in the high 60’s. I see many clubs claim much higher but often investigation reveals not all guests are counted as “prospects,” skewing their true conversion and indeed limiting their success.

A: Closing rates will be different for different sales staff and different clubs. My best sales person closes 73 percent of all prospects. New sales staff with little experience can be lucky to close 30 percent. The average for all staff across all clubs is 53%. Clubs with highly trained sales staff and low staff turnover will maintain closing rates of over 70 percent.

Of course, you also need to look at total monthly sales. A sales person that does very little prospecting and only sees highly qualified walk-ins will tend to have a higher closing rate than a sales person who is actively involved in prospecting. In other words, selling 50 percent of 100 prospects is better than 80 percent of 20 walk-ins.

Also, clubs sometimes pick their closing rates out of the sky. The only way you can get accurate closing rates is if you have a 100 percent fail-safe system of recording all tours, walk-ins, and guests. I once looked at a club claiming 85 percent closing rates but they were not including guest passes. They were getting approximately 140 people on guest passes every month. When these were included their closing rates were only 36 percent.

Alan Leach, Director of Sales & Marketing
West Wood Leopardstown
alan.leach@westwood.ie
www.westwood.ie

A: A membership consultant’s “hit rate” will never be as good as it could be as long as it is referred to as just that... a “hit rate”. Members aren’t units, points or numbers, they’re people and each has a story and a reason for coming to us and the best consultants assume every single guest has a need to fill and consequently has come to join. We change people lives every day through fitness and as consultants our job is to remove all barriers and causes for hesitation, more often than not in people who have already gone through several stages of consideration before visiting a club.

It’s a competitive world and true to say not everyone who visits will join your club. Many factors will influence their final decision, so the ultimate percentage of those who join can vary from club to club, however globally I can say we at Face2Face aim to average in the high 60’s. I see many clubs claim much higher but often investigation reveals not all guests are counted as “prospects,” skewing their true conversion and indeed limiting their success.

Paul Brown, President
Face2Face Retention Systems and Training
paulb@retentionf2f.com
www.retentionf2f.com

Q: “What is the standard hit rate of sales in the fitness industry?”

A: Closing rates will be different for different sales staff and different clubs. My best sales person closes 73 percent of all prospects. New sales staff with little experience can be lucky to close 30 percent. The average for all staff across all clubs is 53%. Clubs with highly trained sales staff and low staff turnover will maintain closing rates of over 70 percent.

Of course, you also need to look at total monthly sales. A sales person that does very little prospecting and only sees highly qualified walk-ins will tend to have a higher closing rate than a sales person who is actively involved in prospecting. In other words, selling 50 percent of 100 prospects is better than 80 percent of 20 walk-ins.

Also, clubs sometimes pick their closing rates out of the sky. The only way you can get accurate closing rates is if you have a 100 percent fail-safe system of recording all tours, walk-ins, and guests. I once looked at a club claiming 85 percent closing rates but they were not including guest passes. They were getting approximately 140 people on guest passes every month. When these were included their closing rates were only 36 percent.

A: A membership consultant’s “hit rate” will never be as good as it could be as long as it is referred to as just that... a “hit rate”. Members aren’t units, points or numbers, they’re people and each has a story and a reason for coming to us and the best consultants assume every single guest has a need to fill and consequently has come to join. We change people lives every day through fitness and as consultants our job is to remove all barriers and causes for hesitation, more often than not in people who have already gone through several stages of consideration before visiting a club.

It’s a competitive world and true to say not everyone who visits will join your club. Many factors will influence their final decision, so the ultimate percentage of those who join can vary from club to club, however globally I can say we at Face2Face aim to average in the high 60’s. I see many clubs claim much higher but often investigation reveals not all guests are counted as “prospects,” skewing their true conversion and indeed limiting their success.

Paul Brown

Golds Gym Enrolled Over 100 New Members Using Fitness Life Marketing

Generate 5-10,000 Dollars in New Membership in the Next 60-90 Days

How to Generate 5-10,000 Dollars in New Membership

  Sales in the Next 60-90 Days 

Admittedly This Is A Long Post But If You’d Like To See How To Generate $5-$10,000 Or More In The Next 60-90 Days Then Your In For A Method That Will Do Exactly That If Followed Correctly.What I’m about to show you is a simple cost effective way to do just that, providing that your staff are willing to use the phone which is ANY businesses most powerful tool (despite this it amazes me how many salespeople would rather have root canal than pick up the phone and make cash generating, lead producing cash register ka-chinging sales call, but that’s for another day).Okay Get ready, relax in a quite area and make sure your not disturbed get a glass of your favorite beverage here we go.Our best way of generating new members is to work with the ones you already have, makes sense doesn’t it? Your members have friends, family, relatives, acquaintances, etc why not involve your members who are already (hopefully) raving fans of your customer service in generating more business for you. It doesn’t matter how much opposition you have applied correctly this idea will gain you more new members/clients in record time Here is an example of what we did to make that happen.We printed out all our current members database and the date of there last visit, we then devised a script that went along the lines of a “Courtesy call” to let them know that we were shutting for 3 days due to renovations for the exciting new exercise timetable we then went on to say that they were welcome to introduce a friend or family for a FREE month of membership to try out these classes with no obligation. However we also let them know that if their family member (living under the same roof ) joined we would give them a half price membership! n a direct debit membership they could pay by the week for only $8-95 or pay in full for only $395 for 12 months saving $120 odd dollars over the direct debit method. You can tailor this offer to suit your services, it works and done correctly you should pick up some new members easily especially if you extend it to all family members living under the same roof (our conditions)

The other way is to extend several free months to ALL your current members in the form of passes this can be done in lots of different we use ‘lead boxes” in the toilets with a nice explanation of why we are doing this and simply let the members take the passes away, make sure you have a set of conditions including a “use by” date on the back.The way this works is when the prospective client presents the pass to reception (or rings to inquire) you simply get them to fill out your pre assessment questionnaire (you are getting all people that inquire to fill out one of these aren’t you? It’s imperative that you capture these details).You then do the full “Dem” and tour, ascertain that they want to get and keep the results that they obtain during the free month and join them up! Yes the condition of the free month is that weather they go onto a direct debit membership or if they pay in full and leave a deposit you get ALL their details and that includes bank accounts.They then have a full 30 days to “Trial the Club” if they do not want to continue they simply bring back their copy of the agreements and that’s it, no cancellation fee and they have had a free month worth whatever it is you charge for a month.Now if it’s a paid in full membership I simply ask the customer to leave a nominal deposit and provide their credit card or bank account details and let them know that if the do not cancel by the due date they then are a fully fledged member, if your staff have done the dem correctly with passion and empathy then getting these details will never be an issue.For the minority of people that it is, then simply use your best judgment simply let them know that for what we are offering the small inconvenience of providing those details they are getting x amount (whatever you would normally charge for a free month plus the PT sessions) it is part of the agreement to provide all details and that nothing will be debited from their account until the due date.I have only found about 5% of people balk at this so I endeavor to leave it on a gracious note and offer a free week with no paperwork(apart from the pre assessment questionnaire which they have already filled in) necessary.

Again use your best judgment.

Now we do a number of things to ensure maximum success we’ve learned this by trial and error firstly we give them what we call a focus pack which is 4 personal training sessions which comprise the below its half an hour each and is done of a couple of weeks, needless to say you pamper ALL these people with lots of TLC .

These sessions cost the gym a total of $30 which is what the PT instructors are paid for a total of 2 hours worth of work (with the idea being that the customer will go on to paid PT sessions a t the end)Since most of the people we see are in the de-conditioned” market it’s naturally vital to make sure you give yourself every chance of keeping them at the end and making sure that your prospective new client knows what he or She is doing is part of that process.

The other thing that we do is make very clear that the customer needs to cancel in writing at the club we ask them to do this several days before the month expires.We take the dates being from the day they join to the same day next month, we also make very clear on the direct debit and the membership form that it is a “One Month Trial” this allays any fears, for the most part that the customer has about giving bank or credit card details.Which incidentally brings me to the point that if the customer wishes to pay in full and save the difference between a PIF (paid in full) and a DD (direct debit) the we do not fill out a debit form but rather simply write their CC details on the membership form and let them know that on the particular date that the free trial expires unless they have canceled their memberships then they will be debited.Simple, said in a strong confident manner and having built report throughout the tour you should not have any problem at all with getting bank or CC details.

Lastly what we are doing this time that we have not previously done is this: we are not faxing the forms to the billing company straight away.

The reason for this is the our billing company would send them a welcome to club letter with their terms and conditions notifying them about the administration fee, which of course the customer was told about during the tour.

We believe that this made people nervous and gave the wrong impression so we’ve decided to wait until the last few days meaning that if they have not already cancelled then it will be at least a week until they would receive the welcome letter, by which time they well and truly be members.

Have you noticed an increase in the number of members using prepaid gift cards in your club?

WHEN A CREDIT CARD IS REJECTED FOR RECURRING PAYMENT, IT MAY NOT BE A REGULAR CREDIT CARD

Have you noticed an increase in the number of members using prepaid gift cards in your club? These gift cards are great to use for one time purchases such as joining fees, protein shakes, etc. However, gift cards cannot be used for recurring drafts because the issuing banks will reject these recurring transactions. Please make sure your staff verifies that gift cards are not being used to pay for monthly dues when they sign up new members or when they accept new billing information from current members.

Here are some things to look for:

•Are the words "gift card" noted anywhere on the card?

•Does the card not have the member's name on it?

•On the back, is there any wording stating that the card becomes invalid if not used by a certain time?

If you still aren't certain, the best thing to do is ask the customer. By doing this you can reduce member frustration and help to ensure that you collect your payments on time.

Special Thanks to ABC Financial

Minnesota firm taking Anytime Fitness to Poland

A Minnesota investment firm is taking Anytime Fitness Inc. to Poland, the Hasting-based fitness club chain said Wednesday.Wayzata Poland Z.O.O, a subsidiary of St. Louis Park-based Wayzata Capital Management Inc., plans to open three Anytime Fitness clubs in Warsaw in the next two years, according to a news release.The first is scheduled to open in Warsaw in November. www.fitnesslifemarketing.com As many as 10 clubs are planned for the nation's capital before the firm expands to other Polish cities. Like domestic Anytime Fitness clubs, the Polish clubs' cardio and strength-training machines will be accessible to members 24 hours a day. Monthly membership fees run between $30 and $40. Wayzata Poland has an option for a master franchise agreement, which would allow it to sell sub-franchises in the country.

"This is a great business opportunity," said Wayzata Capital Founder Maciek Kaminski, a native of Poland. "We've spent our lives helping clients achieve excellent long-term rates of return through smart investments, so we know what works. We see great potential for Anytime Fitness' 24-hour business model to thrive in Poland."

Wayzata Capital is an assets management firm that deals in Easter European securities. Anytime Fitness has recently announced similar deals in Japan and the United Kingdom and Ireland.


jhammerand@bizjournals.com
 Sponsored by Fitness Life Marketing
 Research by Amerishape

Can we eat to starve cancer?

Fitness Life Marketing.... Health Club Membership Sales "101"

Firms spend millions of dollars to discover how to get consumers to purchase their products, and invariably, the companies that succeed most impressively are those that understand the importance of appealing to the senses and psyche. Sight, sound, touch, taste and smell -- all play major roles in getting someone to make a purchase. In addition, companies must also cultivate strong positive associations with their product, and do their best to eliminate any negative ones. Consider how a few industries utilize such techniques.

In supermarkets, for instance, the bread and milk - the two items most frequently bought - are deliberately placed at opposite ends of the store. In order to pick up these two necessities, the shopper must travel through miles of aisles, and, as a result, inevitably winds up buying more items than they had planned. By simply positioning two items strategically, the store increases its sales. Clubs can do the same.

Similarly, fast-food restaurants utilize the environment to maximize their returns. Colors are used to trigger desired impulses (e.g., red prompts people to "stop and take action," while yellow triggers hunger), and the seats are made uncomfortable on purpose to discourage lingering.

In the health and fitness club industry, there are five basic areas of concern involved in selling a prospect: They are the information call, reception, interview, tour and close. Some of the most important conclusion that I've reached about each are outlined below.

The information call

Every person answering the phone in your club should be doing it the same way. "Good morning (or evening), (the name of your club), this is (person's name). How may I help you? they should always give their name because callers feel more comfortable dealing with someone whose name they know. The prospect will usually indicate his or her reason for calling (perhaps they saw your ad in the Yellow Pages and would like additional information.) The stafer's response could be, "Great, and your name is? and your number is?" Note that these are statements, not questions. In order to respond to a question, people have to stop and think, if only for a second, which explains why it's sometimes difficult to get a person's phone number. ("Why should I give them my phone number?" they wonder.) Try this technique: make statements. People respond to statements. "My name is (your name)." The other person will nearly always respond by saying, "I'm (there name)," Does this technique work every time? Of course not, but it works most of the time.

The reception

You never get a second chance to make a first impression. How a visitor is greeted by the staffer at the front desk sets the tone for the entire sales presentation. The receptionist should greet the guest with a warm smile and say, "Welcome to (the name of your club), my name is (person's name). How may I help you? Following the introduction, the visitor should be asked to fill out the guest register (printing clearly), while the staffer gets someone to show them the club. The receptionist is the link, the common denominator, here - seeing to the quest's comfort and helping them connect with a membership director (MD).

An important part of the MD's job is to deal with questions regarding cost. When doing so, don't forget that, in this industry, we sell a percieved-value service. We have to help the quest visualize the changes that they want to make - physically, psychologically, even emotionally. We don't sell a tangible product that can be delivered the same day, so we need to eliminate this potential objection to joining before it arises. We do so by presenting the "agenda." Welcome the quest to the club, shake their hand, and ask if they've ever been in before. The MD can they introduce the agenda by indicating that they'd like to gather some information to find out what the guest hopes to accomplish by joining club. "Then I'll take you on a tour of the facility, show you everything we have to offer, and, afterwards, we'll come back and discuss membership rates, okay? (When asking a question that you'd prefer to have answered in the affirmative, nod your head up and down; when you're hoping for a "no", move it from side to side. People often mirror the images in front of them. If, for instance, you smile long enough, the person in front of you will generally start smiling.)

Every presentation should follow this basic agenda. It's very difficult to show the club properly if you don't know what the prospect is interested in, which makes the interview crucial. The idea is not to take them to the area they're interested in first ... but to take them there last. As a result, the level of excitement will be highest at the end of the tour, setting the stage for a successful close.

The interview

The purpose of the interview is to determine what the prospect's goals are, their most likely objections to joining (e.g., time, money, spouse, or "I want to think about it"), and the most appropriate way to effectively respond to their reservations. This can be accomplished by asking five simple questions:

1.) "Are you married? If so, is your spouse in favor of your getting started on an exercise program?" If the quest answers yes to this question, it's going to be a lot more difficult for them to use their husband or wife as an excuse to not join.

2.) "How long have you been considering an exercise program?" Most people will say they've been thinking about it for at least six months, which makes it difficult for them to later say that they need more time to make a decision.

3.) "What stopped you from getting started then?" The answer to this question will probably be their primary objection.

4.) "If I'm able to set up a program that will help you achieve your goals, would you be willing to commit three hours a week to your health and fitness?" The answer will more than likely be yes.

5.) Finally, "in an average week, what do you do for entertainment?" The reply, of course varies, but most people spend money to rent videos, have drinks with friends, etc. "I don't know about you , but I know I could find $1.50 a day, out of that, to apply towards improving my health.: People don't like to have things taken away from them, but they do like gifts, so we're suggesting that they use some of their entertainment money to purchase the gifts of fitness and good health.

The Tour

Every club should have a tour agenda all employees follow that covers everything from how long the club has been in business to how many aerobics classes it offers a week. It's not uncommon for MDs to give different answers to the same question. (e.g., one might say the club has 30 aerobics classes a week, while another will say 40), but there's no need for this to happen if everyone is using the same script.

It's a truism of life, and sales, that people do what they do for one of two reasons - to avoid pain or obtain pleasure. Everything we do - from the clothes we wear, to the car we drive, to the club we join - is predicted on this principle. Therefore, the club tour must assuage any fears the quest may have and replace them with feelings of pleasure. We can accomplish this most easily by putting them on some of the fitness equipment: three pieces of strength equipment and one cardiovascular unit is the minimum I recommend. A club membership, bottom-line, is about physical rewards, and there's no substitute for actually experiencing them. Even if the prospect is dressed in business clothes, they can comfortably try out a leg curl or elliptical motion machine.

The Close

We must learn how to deal effectively with any objections the guest may have. As noted, we can be helpful and responsive about doubts relating to time, money, spouse, or needing "to think about it." Let's use the first objection - that of time - as an example: One of my favorite ways to deal with this issue is to remind the quest that we all have 160 hours in a week. It's simply a matter of priorities. Each MD should have at least four strong responses to deal with each of the four objections. After you've overcome the objection, you should immediately return to the close. You can also avail yourself of what I consider an "alternative" close, one of which is, "How would like to take care of this today - cash or check?" Learn how to ask questions in order to maximize the chance of getting the response you desire. And, when you've asked the critical closing question - stop talking! The next person to speak will lose the negotiation. Don't sell a membership, then buy it back because you didn't know when to quit.