Fitness customer service can be a key differentiator in the fitness industry. It will help you build a successful business model. In this interview with us, fitness expert Fred Hoffman shared his insight on how to navigate the complexity of modern customer service.
Fred Hoffman is a fitness consultant and international expert based in Paris. He is the owner and founder of Fitness Resource Consulting Services.
He is the author of Working Abroad: A Guide for Experts in the International Fitness Industry.
Fitness customers are more demanding than ever. It’s your job to provide them with a service that makes sure they have a great experience.
Adapting to the new fitness industry is important.
What is your unique selling point?
When a brand is delivered, it’s a great customer service.
This is really as simple as it gets.
Look at what you are trying to sell your customers and whether they get the promise when they walk through your door.
Fred brings up a great point: consistency is key. It’s important to have character in everything from your website to your locker room branding.
Are you looking for a guide that will help you find your Unique Selling Point (USP)?
Step 1: Examine your online platform and personal brand. Do they align with the services that you offer? You may need to upgrade your fitness management system if you don’t.
Embrace Cultural Differences
“A U.S. company that wants to enter Europe must realize that they cannot just replicate the model and come and pretend that it will all work.”
This mistake has been made by fitness businesses time and time again. You have to realize that your customers will behave differently if you expand into a new country or state.
As an owner of a fitness business, you must embrace cultural differences. No matter if your business is an international corporation or a studio with a single location, culture is the heart of what you sell.
Consider where your company fits into that culture. What can you offer to a community? A place for health and wellbeing? Or is it just a great workout?
These words have different meanings depending on the region. You must know what you can do to be the missing puzzle piece for the area.
Step 1: Look at the culture and community surrounding your location and tailor your experience for your customers to that.
Digital Fitness Is Here to Stay
People want to have the ability to communicate with a business at any time and anywhere, using any device.
Your online presence should be constant, consistent, and comprehensive, even if you don’t offer online services or classes.
A simple and easy-to-use website or app can double your sales. You’ve probably been in a situation where you want to sign up for membership or book a class but find out that you need to call or even go to the store to sign up.
Your leads will convert much more easily if they only have to click the mouse button or swipe their phone.
Want to Create Your Custom Apps?
We Got You Covered
Action step: Make sure your online customer experience is seamless. Consider where you get your signups and what you can do to make them easier for your members and leads.
Create a customer-centric strategy.
Listen to your customers. Try things out on your own. You can have mystery shoppers if you wish.”
You can find out what your friends think of you by pretending to leave the room and listening to what they have to say.
Your customers may be giving you great feedback, but not the truth. Set up both online and in-person feedback systems to get all the reviews needed to improve your business.
Ask a friend to visit your store (or hire a mystery shop if you do not have brutally honest friends) and see their opinion. This will help you to improve.
Action: Do not believe your hype. You should have clear, accessible feedback systems both online and in person to get the most insight possible into your business.
Give your staff the power.
“If employees love their jobs and believe in the company’s brand, they will go above and beyond to make it happen even if they are just doing their part.”
You’ll have a much better experience if the staff at a gym or fitness studio is friendly, helpful, and happy to be there.
Demotivated and frustrated employees are one of the quickest ways to reduce your retention rate.
Need a detailed guide to staff retention?
Everything You Need to Know
Action Step: Make sure that your employees are happy to work every day. They’ll go somewhere else if you don’t.
Customers are the focus
The customer does not always have the right to pay for your bill.
These key points will help you.
- Branding your business to reflect your services truly
- Make sure your services are in line with the culture of the community where you operate.
- Have a stellar online fitness presence
- Customer feedback that is clear, unbiased, and objective
- Motivate your employees and keep them happy
