Home' Fitness Australia : SPRING 2015 Contents Return to
Gyms that embrace the
attract the types of
clients they want says
What has helped Aquafit maintain
a high level of service is that
these standards are ingrained
in their company culture and
are incorporated into all their
processes. Green explains that
being able to deliver a quality
service comes down to whether
you understand and are striving
to meet the needs of your clients.
“Quality means delivering or
over delivering on members’
expectations consistently. It’s doing
the right thing, even when no one
Being able to deliver a
consistently good service is heavily
dependent on your team. One of
the best pieces of advice Green has
for other fitness businesses is to,
“hire on attitude and train on skill”.
Your staff are the people who will
interact the most with members
and therefore need to embody
the culture of your facility. You also
need to empower and support
your team, because happy staff
lead to happy members generally.
Listening to your members
is key to the success of a fitness
business. There are a number of
ways you can encourage feedback
from members, including an
anonymous feedback box, regular
surveys, focus groups and a net
promoter score. This provides a
satisfaction score from members
and gives you an idea of how likely
they are to refer your services.
BenefIts of BeInG a
When adhered to, the principles
are guaranteed to help you attain
and retain customers. By striving
to achieve these standards,
fitness businesses position
themselves as safe, credible and
CEO of Fitness
discusses the benefits
of being a best-
Do you think the Business Principles
are a valuable tool?
A business that passionately follows
the standards set out by the Business
Principles is the type of business most
customers want to go to.
How do you plan to use this resource
in your own business?
Over the past 16 years I’ve grown
Fitness Enhancement from a solo
venture, started with $400, to an
Australia-wide franchise. When I
started there was far less industry
support. I learnt what I could from a
business degree that I had to try to
relate to the fitness industry, and lots
of trial and error. While my values
always aligned with what is now
documented in the Business Principles,
if I’d had a clear set of guidelines like
this to aspire to, I would have fulfilled
that standard a lot sooner.
How would you define good
Good business practice is essentially
over delivering on what you promise
your customers. To do this you need to
also have everything the customer will
never see running as smoothly as the
things they do see.
What do you do that sets you apart
from other fitness businesses?
We offer completely private personal
training, which allows us to be
100 per cent focused on the client.
Our core values are trust, respect,
consistency, passion and putting
the client’s goals first.
What challenges have you faced?
When we expanded we struggled to
find staff that were dedicated to the
same level of quality as we were. We
overcame this by having extremely clear
standards and an accountability system
to ensure all staff consistently met
these standards. From regular client
surveys to courtesy calls from managers
to every single client, we ensured that
every staff member was delivering on
what we stood for.
What are the benefits of striving
to be a best-practice business?
Putting goals and values like this
in writing and holding everyone
accountable was one of the things
that helped us spread Australia-wide.
The catch is you have to apply what
It’s not a set of rules to adhere to, it’s
your choice how you follow it and how
you put your own spin on it. However,
the reality is, clients have come to
expect this standard from fitness
businesses. If you’re striving to run an
amazing business, you probably already
agree with these principles and follow
them to some extent. Fitness Australia
has simply put them in a format that
is easy for businesses to measure
themselves against and aspire to.
What changes have you made that
have had measurable impacts?
We scheduled goal-setting sessions
with all of our trainers and held
them accountable to these goals
Regular customer surveys – These
surveys help us acknowledge
trainers doing an amazing job and
help us identify problems
We have a custom-made bookings
and CRM program
Industry standards & GuIdelInes
Links Archive WINTER 2015 SUMMER 2015 Navigation Previous Page Next Page