Making Your New Members happy- Take them back to” Fitness School”!
Half the battle in making your Club work for new members is getting them feeling comfortable in their new surroundings.
That’s largely down to your new member “Induction process”.
It’s where Clubs make sure that customers understand how to work everything, know where everything is, understand what’s due to them under their membership and what to do if they need help?
It sounds a relatively straightforward task but that education needs to take into account the differing needs of your new members and most importantly, the manner in which that education is going to be delivered.
The research shows that peoples preferred method of learning and absorbing information vary significantly from person to person.
Clubs may therefor need to rethink there “New Member Induction Process “and how’s it’s delivered to get the best results.
Here’s a snapshot of what new members need to learn to survive in your club!
- How to work the equipment
- An understanding of exercise science as it applies to their specific goals
- How to programme themselves on the equipment
- What commitment is needed from them to hit their objectives
- How to train effectively
- How to track their progress
- What to do when they need help
- How to book re-programmes
- What to eat to get the results they want
- How to book Classes and other facilities
- Site familiarity (What happens & Where everything is)
- Online familiarity and integration (whitelist your emails, like your Facebook page etc.)
- A clear understanding of who does what in the Club?
- Where to go to buy additional services
- How to refer friends
- How to invite guests
- Knowledge of the specific Club promotions they may benefit from
- How to meet people just like them
Learning Styles – How do People Learn?
It is widely recognised that learners have different and preferred learning styles. This has been used particularly in relation to adult learning. Reflecting on learning styles can really help you to look at new members in a different way, encouraging you to think about how best to present the learning experience and what teaching strategies will have the most impact.
Common Learning Styles
Here are some ideas to bear in mind when planning your “Induction Process” to ensure you take account of different learning styles within your new member group and plan a range of activities to meet their needs.
There are essentially 3 different learning styles:
|Learning Style||Characteristics||Suggested Approaches|
|q Relate most effectively to information which is written
q Uncomfortable with a teaching delivery where they are unable to take notes
q Most effective when using written communication
|q Give hand-outs and pens using diagrams, pictures etc.
q Use videos
q Allow new members to make notes
q Highlight key words on worksheets and hand-outs
|q Relate most effectively to the spoken word
q Learn skills by, listening, imitation and practice
|q Give verbal instructions
q Let the new member have access to audio tapes etc
q Use discussion for learning
q Repetition is key
q Multiple media use
|q Learn effectively through movement, getting involved and ‘hands on’ activities
q Learn skills by imitation and practice
q May find that they are impatient if they have to sit and listen for lengthy periods
|q Ensure learners are actively involved
q Use ‘hands on’ activities
q Make use of videos, webinars, seminars
q Shorter repeated sessions may work best
So, based on the research into learning styles so here are some ideas for you to incorporate into your new member induction process.
- Scripted equipment familiarity and programming sessions
- Utilise PowerPoint Presentations
- Video follow up sessions
- Email strings
- Audio presentations
- Regular Hand-outs
- Offline & Online Newsletters
- Follow -up Calls to determine progress and next moves
- Paper based Programme Cards
- Paper Personal Progress packs
- Offline Food Diaries
- Online Exercise Intensity Trackers
So here are some golden rules that all “new member procedures” should adhere to.
- Make it applicable to the experience of the user.
One size will NOT fit all. Have a range of options that customers can choose from when they enlist.
- Ensure it is Specific to the learning style as we have discussed above. Cover all the bases in terms of media.
- Follow up by telephone to ensure customer satisfaction.
- Don’t forget to ask for referrals and build that promotion in to the starter process.