Successful fitness businesses all have something in common; they put the member at the centre of everything they do. There are a number of ways in which this can be done but one that is utilised by successful operators at a multinational level all the way down to single PT’s operating out of studios, is professional body composition analysis.
There are many benefits of utilising professional body composition, too many for a short blog so we will focus now on two: the levels of engagement it helps to create with members, the knock on effect this has on retention and secondly the levels of personalisation you can offer across the whole business.
Many leading advisers on retention for the fitness industry talk about the importance of communication with members, you don’t have to read too much of the work done by Guy Griffiths or Richard Earney to realise ‘creating a culture of feedback’ has a seriously positive impact on member retention. This may beg the question ‘how’ do you create this culture? Building body composition measurements into your member packages starts this process for you all by itself. You have the initial ‘consultation’, followed by the development (if required) of a personalised training plan based on these health metrics, naturally, regular check ins follow this. Before you know it, you are communicating and feeding relevant information back to members on a regular basis, you can then choose to tie any other amount of messages/information or offers into this feedback and really develop that relationship with each and every member. This results in members becoming part of your gym community and really taking on responsibility for their own health journey which brings us perfectly to point number two –
If a member or client feels like it’s all about them, they are much more likely to be happy and continue their memberships. Utilising health measurements from FitSense My Body, which integrates with professional Tanita body composition technology allows you to have a real ‘health’ conversation and shift the focus from weight and BMI. What could be more important right now!?
The public are more health focussed than at any other time in most of our living memories, there has been article after article emphasising the importance of exercise and maintaining healthy body fat and muscle mass ranges in boosting immunity, the challenge may be to encourage them back through your door! Offering health assessments and personalised training programmes based around their body measurements, with the ability to track this on a regular basis will be a real selling point for any health and fitness facility.
The numbers don’t lie!
This is certainly true for body composition measurements over-weight and BMI but in a study carried out by Tanita it showed that ‘conversion of prospect to signed up member’ increased by 21% when body composition analysis was utilised as part of a trial or tour. ‘Personal trainer bookings’ also doubled from an average of 8 sessions to 16 when body composition measurements were reviewed on a 4-weekly basis.
Now we’ve reopened our doors, many industry leaders are talking about a ‘new normal’. How you adapt to this as a fitness facility will most certainly shape your business’s future.