how good your staff is at memorizing names and recognizing faces in your
facility, there are some members who will always prefer to stay anonymous. It
may be because they are busy, scared/insecure, or simply uninterested - perhaps
even jaded by an overly aggressive sales experience in the past.
programming is providing new opportunities and allowing clubs to connect with
these three categories of people in fascinating ways.
Even if the member doesn't have time to talk about their weekend or their
fitness goals, they still might want coaching and inspiration from an
instructor that can skip the small talk and get down to business with
them, whenever their schedule allows for it.
Scared/Insecure: Some members would choose to be invisible at the
gym if that were an option. But most desperately want and need credible,
knowledgeable and reliable support along their journey. Virtual
programming can offer an intimate, direct-eye-contact approach in a
uniquely safe and non-intimidating way.
Uninterested/Jaded: Earning trust and developing rapport with
these individuals may be a slower road. Offering endless variety and
consistent, results-driven programming is a sure-fire way to build loyalty
and a willingness to connect.