Tuesday, 19 August 2014

Can't Wait to Return

During my recent coaching work I have been banging the 'extremes' drum because people always seem to remember extremes.

Think about this as you go about your business and as you lead your team.

Whatever you do people will remember you for being exceptionally good or just plain old bad.
I am sure you have had a fantastic service experience or seen an outstanding presentation that was memorable for all the right reasons.

We easily forget the stuff in the middle.

Think of Trip advisor for a moment, which reviews do you remember? I suspect it will be those with headings like 'Dream Holiday, Can't Wait to Return' or 'Holiday from Hell'.



It is important to remember that people are now making purchasing decisions based on the reviews and opinions of others. I quite often use my phone to check reviews on some items before I buy and I am immediately turned off by anything that is extremely negative.

Average really isn't good enough, we should all do our utmost to ensure that we've made someone's day by helping them beyond what was expected.

There is a member of my LFX network who regularly sends me wonderful emails, she thanks me for some of the little things we do for our members. She now stands out in my mind as someone who excels in communication and as a result I will one day recommend her when the appropriate role appears. She is at the top end of the extreme scale because her emails are a joy to receive.

So my advice to you is really simple, don't be caught in the middle and definitely don't be at the bottom of the pile when it comes to the way in which your customers feel about their experience with you.

Whether you are a personal trainer, hairdresser, landscape gardener or CEO you must stand out as being wonderful to deal with.

Strive to lead a 'can't wait to return' business, you'll enjoy the journey.

Coaching and Head-Hunting Update

Coaching

In addition to running the LFX network I have, for some time, been coaching managers employed in a variety of organisations and sectors.

At the moment I am working with 20 different individuals or 'coachees' and my focus is on the development of each individual's unique talents. I am a great believer in 'do what you do best' and I help clients to identify their talents, we then work together to turn those unique talents into strengths with a variety of tools and activities.


Coaching is something I thoroughly enjoy as it enables me to get closer to some wonderful individuals and help them develop strategies and tactics to grow into complete professionals.
I also act as a mentor for a couple of senior executives as everyone needs somebody to bounce things off now and again.

If you are interested in coaching please drop me a line and I can run your through a number of effective options.
Testimonials and references are available upon request.

Head-Hunting

More recently I have started to offer a bespoke head-hunting service, particularly to organisations operating in the health and fitness/leisure sector as I have placed numerous people in the past, simply because of my extensive network of contacts.

The difference now is that I am combining coaching with head-hunting to ensure that the people I put forward are ready for the challenge of a selection process and new job.

If you are looking to recruit and don't want the risk of a costly advertising campaign please contact me to discuss the service as it may well be just what you are looking for.

Graeme


Wednesday, 29 January 2014

My Defence of Spinning/Group Cycling

I couldn't help getting annoyed in early January after reading an article on a major UK newspaper website suggesting that Spinning/Group Cycling wasn't necessarily very good for people.

The article (and a number of subsequent articles) came from an interview with 'celebrity trainer' Tracey Anderson who had stated that spinning would give people "bulky thighs".

Image provided by http://www.dominichinde.com

What annoyed me was the timing of the article, the poor content and the fact that it appeared in various media formats and publications during January. January is the time when people are making decisions regarding their personal fitness and the last thing the global fitness industry needs is a self-proclaimed expert making negative comments.

The media outlets that have published, manipulated and exaggerated her original comments haven't helped either, particularly as the articles that I have seen have been aimed at a female audience. So the combination of misleading sound-bites, timing and target readership have forced me to clarify a few things about an activity that I and many others really enjoy.

Indoor Cycling burns calories, is fantastic for the heart and lungs, builds leg strength, is low impact and can be great fun. Like most forms of exercise it also helps to combat stress and anxiety and has tremendous mental health benefits.

It is usually done in a separate studio and some clubs offer beginner sessions lasting just 30 minutes.

I've seen people of all ages, shapes and sizes in a group cycling class and members of the group often help each other with bike settings etc. All in all it's a really good experience.

With regard to bulking thighs and making women bigger I am sure this will happen if you do it every day for a few years and combine your Group Cycling programme with a course of anabolic steroids and/or testosterone injections.

Realistically the chances are that you'll squeeze a couple of Cycling classes into your busy week and if you're lucky you'll combine this with at least one other fitness activity.

In the olden days people used to say that women who lifted weights would end up "looking like men" and would develop big, masculine muscles. We now know that this just isn't the case, in fact the shape of the human body can be beautifully transformed with weight training and body-weight exercises.

So don't be put off group cycling and don't let anyone be mislead by the "bulky thighs" story.
Group Cycling is fun and when you find a great instructor you really do enjoy it.

It's just like riding a bike!

Image courtesy of http://www.dominichinde.com


How to find a great Group Cycling Studio and Instructor

Studio

Ok, when shopping around for a club/studio to try Group Cycling you must look for the following:
  • Trial sessions - you want to give it a try first so see whether the club allows you to do this
  • Short beginner sessions - always good if you are new to cycling
  • Safety advice - a club that cares for your safety (knees, hips, hydration etc) is worth taking seriously
  • Clean studio - ask to have look and check the cleanliness of the bikes and the floor - attention to detail is very important and shows that the club takes Group Cycling seriously
  • Good sound system - does the music sound good, do the instructors wear head-mics to ensure you can hear their instructions? Sound can often make or break the experience in a studio
  • Changing rooms - if the studio offers changing rooms and showers and you think you will use them then have a good look - it's the attention to detail thing again!
  • Does the club follow a particular Group Cycling method or programme such as 'Group Ride'?

Instructor

We all have different tastes when it comes to instructors so look out for the basics:
  • Does the instructor welcome you and ask your name?
  • Does the instructor offer to help you set up your bike?
  • Does the instructor interact well with others?
  • Is the instructor qualified and/or attached to a particular programme?
  • Is the music at the right level?
  • Does the instructor screech and shout - this isn't very nice!
  • Does the instructor look professional and dress appropriately for the club and role?
You may have other things to look out for but the points above come from my conversations and focus group sessions with fitness club members.




Saturday, 26 October 2013

7 Lessons for Your Fitness Business...


I am lucky enough to spend a fair bit of time listening to owners, managers and directors talking about their business and operational issues. I find some business thinking to be fascinating so I thought I would focus my first blog on a few simple tips to help you get it right first time. In doing so I may point at things that guarantee failure so that you can think and work in the opposite way.

For clarity I use the word 'business' whilst also referring to projects that might be going on within an existing organisation (such as the setting up of a coffee outlet within an existing health club) and on complete new business ventures.

Rather than single out any particular sector, person or brand I prefer to outline seven important elements so that you can decide whether you really are up for a business challenge or whether you've just had a good idea that you don't really have the drive to complete.

This list is by no means exhaustive...

Lesson 1 - Understand Your Customers

This one frustrates me as it often appears that people start new ventures and projects by assuming that their idea will work...that's it! 

Now I am all for a bit of old-fashioned 'gut instinct' but surely you need to ask people questions?

Furthermore I would argue that if you are starting something new within an existing business operation then you really do have an obligation to ask your customers questions so as to ensure you deliver something that will ultimately be profitable. 

For example, if you are starting a new group exercise class and have a time slot available in your studio/hall that doesn't necessarily mean that it's going to be popular.

So, save your self some money by putting a bit of effort in at the front end and ask people serious questions. Don't shape your questions to get the answers you want either...that's just silly.

Lesson 2 - Drive

Let's pretend that we've decided to put on a new programme of children's activities in a busy health club. We've asked all of the right questions and we know what is most likely to satisfy our existing members and (with the right marketing) attract new ones. We then purchase some equipment and come up with a few ideas for activities, we allocate time and space as per our research and off we go...

What then often happens is that managers and staff quickly turn to something else and lose focus. They also realise that children are quite demanding and need a lot of encouragement, creative thought and supervision.

This is where the more 'driven' business people stand head and shoulders above those that aren't genuinely serious about creating a long term business offering...the strong pursue and improve every element of their business.

The 'un-driven' simply give up or get excited about another idea they've had. Ring any bells?

So when you've done your research ask yourself whether you (or the person you're delegating responsibility to) will drive this new venture with every bit of energy available.

Lesson 3 - Detail

I once worked for one of the UK's wealthiest businessmen.

His motto was simple, "attention to detail"...that was all and that's why he was one of the UK's wealthiest businessmen.

Lesson 4 - Interaction

I have no doubt you keep hearing (often from sales people trying to sell you a product or system) that interaction with your customers/members is a vital component of retention. It certainly is and in the world of fitness those initial interactions are extremely important. Not only does a friendly conversation with a prospective or existing customer do wonders for that relationship, it also demonstrates to other team members that everyone should make an effort to engage with as many people as possible.

By being friendly and approachable you ALL contribute a huge amount of value to the customer experience.

Lesson 5 - Mirroring

A lot of money is invested in design, print and digital marketing and whilst that's no bad thing it is vital to make your marketing as cost effective as possible. The human brain encourages us to mirror or copy others so when we see testimonials or images that remind us of ourselves we are more likely to be attracted to the product they represent. Similarly we also copy trends and behaviours, so if you are launching a new activity make sure you are seen to be taking part in some way or other by your customers. 

For example, if you are launching a new coffee outlet within your club make sure you are carrying a takeaway cup around with you. Similarly if you are selling protein shakes etc, make sure your fittest looking PT's are carrying shaker bottles around where appropriate.

If it's a new class such as Group Power then your instructors should not only be wearing the T-shirts, they should be joining in and enjoying the class...with a few members of the management team.

Lesson 6 - Get Your Hands Dirty

Managers quite often get to a lofty position and convince themselves that they are too important to answer the telephone, pick up litter or clean a changing area. While I would never suggest that managers should be doing these things all day I do believe that by staying in touch with reality a manager and business will thrive.

Lesson 7 - Be the Best Boss

The best boss I ever had was a gentleman called Ian Phillip. Ian was always available if we ever needed an extra pair of hands. He knew how to talk to his employees, knew how to talk to customers and his door was always open to anyone who needed him.

Nothing was too much trouble for Ian and that's why I enjoyed being part of his successful team.

So if you're the manager/leader of this new business please be the very best you can. 

Take these tips on board, work hard and you will attract good luck.