By implementing a new level of member orientation, Cooper Fitness Center (CFC) was able to increase member satisfaction, personal training revenues and employee management skills, all in one fell swoop.
New member orientation has always been a source of pride for CFC, and although their former program was above industry standards, they saw room for improvement. Using their most experienced personal trainers, they decided to evaluate each new member in areas of medical history, fitness assessment, goals, exercise prescription and personal training assignments.
In doing this, new members were so enthused that the number of members retaining a personal trainer increased from 48 percent to 57 percent, and monthly personal training revenue jumped from $50,000 to $74,000. As a result, employment also increased, with five new personal trainers added to the staff.
Moreover, the program also helps to prepare the trainers for management positions within the club. CFC created the position of Fitness Coordinator and assigned its best trainers to this semi-management position. With this new position, personal trainers can now work toward a promotion. Another benefit to the program is that current members have seen the interaction between new members and the personal trainers. This has resulted in better relationships between members and personal trainers and more members using training services.