There is some truth to this theory, but according to TED talker Simon Sinek (if you haven’t discovered Ted yet check out www.ted.cm) people don’t buy into what you do, they buy into what you believe, and money doesn’t come into it.
Does this have any relevance to the reason that we as an industry are often so bad at gym floor interaction?
Despite a collective nodding of heads when yet another piece of research produces a clear correlation between instructor interaction and improved retention, the situation seems to have got worse over the years.
Is this because talking to members is relegated to the too-hard basket?
Are we so concerned with short-term results (aka sales) that we haven’t got the vision to look ahead more than a year or two?
Or do we simply not have the confidence to commit the required resources to creating sustained cultural change in our gym floors?
Are we just looking for band-aids so we can say we ‘tick that box’ for this year at least, or does anyone out there genuinely believe that one way of improving the measly 12% market penetration we have right now is to look after the customers we already have?
I’ll be sharing a few interactive instructor insights with you at the conference in July.
FIA Flame Conference – “Creating Connections – The Key to our future”
Wednesday July 13th at the Telford International Centre.
True, it is very important to have a healthy & good relationship with existing members and look for a long term relationship.
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