OPERATIONS ONE CLUB MODEL RETENTION STRATEGY MAP RETENTION
OPERATIONS ONE CLUB MODEL RETENTION STRATEGY & MAP RETENTION MASTER CLASS
INTRODUCTIONS Justin Ghadery Vice President of Operations Dr. Paul Bedford Consultant | Retention. Guru Ramon Dickerson Director of Retention
OPERATIONS | ONE CLUB | RETENTION AGENDA ONE CLUB BUILDING A RETENTION STRATEGY OUR RETENTION MAP Q&A SESSION 2 PREVIEW
OPERATIONS | ONE CLUB | RETENTION AGENDA ONE CLUB BUILDING A RETENTION STRATEGY OUR RETENTION MAP Q&A SESSION 2 PREVIEW
OPERATIONS ONE CLUB MODEL Success is a few simple disciplines, practiced every day; while failure is simply a few errors in judgment, repeated every day. —Jim Rohn
OPERATIONS | ONE CLUB WHAT IT IS? CLUB OPERATING MODEL FOR STANDARDS THAT PRODUCE A CONSISTENT BRAND EXPERIENCE FOR MEMBERS 2018 MORE FACTS 2018 TOTAL COUNTS WHY IT IS NECESSARY? 605, 694 MEMBERS, START OF YEAR 243, 507 NEW MEMBER ADDS 262, 563 MEMBERS LOST 586, 638 MEMBERS, END OF YEAR 50% EFT ATTRITION 33% NO USE IN 90 -DAYS 80% “NOT USING THE GYM” CANCELLATIONS HOW IT WORKS? STANDARD OPERATING PROCEDURES AND TACTICS THAT CREATE PERSONALIZED INTERACTIONS WITH MEMBERS DURING THEIR MEMBERSHIP JOURNEY TO INCREASE USAGE. EXECUTING OUR STANDARDS WILL HELP KEEP MORE MEMBERS, FOR LONGER, AS PROMOTERS OF GOLD’S GYM. THIS IS OUR
OPERATIONS | ONE CLUB
OPERATIONS | ONE CLUB MODEL OPERATING STANDARDS OUR TEAM CLEAR ROLES & RESPONSIBILITI ES OUR TIME COMPOUNDING ATOMIC HABITS OUR PROCESS DH MEETING & DAILY HUDDLES OPS-X | SUPPORT & ASSESSMENT OUR STANDARDS OUR HOUSEKEEPING & MAINTENANCE
OPERATIONS | ONE CLUB RETENTION IS THE DESIRED BUSINESS OUTCOME OF OUR ONE CLUB PLATFORM. BRAND CONSISTENCY IS THE DESIRED OUTCOME FOR OUR MEMBERS TO EXPERIENCE WHEN EXECUTING OUR
OPERATIONS | ONE CLUB MODEL OPERATING STANDARDS OUR TEAM CLEAR ROLES & RESPONSIBILITI ES OUR TIME COMPOUNDING ATOMIC HABITS OUR PROCESS DH MEETING & DAILY HUDDLES OPS-X | SUPPORT & ASSESSMENT OUR STANDARDS OUR HOUSEKEEPING & MAINTENANCE
OPERATIONS | ONE CLUB FROM: TO: • UNCLEAR EXPECTATIONS IN EACH ROLE • • POOR MX AND INCONSISTENT TX • VARYING DEGREE OF STANDARDS CLEAR RESPONSIBILITIES FOR EACH ROLE • CLEAR OWNERSHIP FOR THE MX & TX • ZERO TOLERANCE FOR NON-COMPLIANCE
OPERATIONS | ONE CLUB MODEL OPERATING STANDARDS OUR TEAM CLEAR ROLES & RESPONSIBILITI ES OUR TIME COMPOUNDING ATOMIC HABITS OUR PROCESS DH MEETING & DAILY HUDDLES OUR HOUSEKEEPING & MAINTENANCE OPS-X | SUPPORT & ASSESSMENT OUR STANDARDS
OPERATIONS | ONE CLUB FROM: • BEING RUN BY THE BUSINESS, “BUSYNESS” • SUGGESTED SCHEDULES & TASKS • INCONSISTENT RESULTS TO: • RUNNING THE BUSINESS • STANDARD SCHEDULES • ATOMIC, COMPOUNDING HABITS 2 OF 8 HOURS | 25%, DAILY HABITS & STANDARDS
OPERATIONS | ONE CLUB FROM: TO: • • TALKING ABOUT MEMBER EXPERIENCE BEING ABOUT MEMBER EXPERIENCE
OPERATIONS | ONE CLUB MODEL OPERATING STANDARDS OUR TEAM CLEAR ROLES & RESPONSIBILITI ES OUR TIME COMPOUNDING ATOMIC HABITS OUR PROCESS DH MEETING & DAILY HUDDLES OUR HOUSEKEEPING & MAINTENANCE OPS-X | SUPPORT & ASSESSMENT OUR STANDARDS
OPERATIONS | ONE CLUB FROM: TO: • • VARYING DEGREE OF TOPICS BASED ON GM • OPTIONAL DEPENDING ON STAFFING MEMBER EXPERIENCE FOCUSED ON USAGE • A STANDARD, DAILY HABIT
OPERATIONS | ONE CLUB FROM: TO: • • VARYING DEGREE OF TOPICS BASED ON GM • OPTIONAL DEPENDING ON STAFFING MEMBER EXPERIENCE FOCUSED ON USAGE • A STANDARD, DAILY HABIT
OPERATIONS | ONE CLUB MODEL OPERATING STANDARDS OUR TEAM CLEAR ROLES & RESPONSIBILITI ES OUR TIME COMPOUNDING ATOMIC HABITS OUR PROCESS DH MEETING & DAILY HUDDLES OPS-X | SUPPORT & ASSESSMENT OUR STANDARDS OUR HOUSEKEEPING & MAINTENANCE
OPERATIONS | ONE CLUB FROM: TO: • INCONSISTENT WITH STAFF EXECUTION • CONSISTENT CLEANLINESS PROCEDURES • REACTIVE BASED ON COMPLAINTS • PROACTIVE SHARED RESPONSIBILITY
OPERATIONS | ONE CLUB MODEL OPERATING STANDARDS OUR TEAM CLEAR ROLES & RESPONSIBILITI ES OUR TIME COMPOUNDING ATOMIC HABITS OUR PROCESS DH MEETING & DAILY HUDDLES OPS-X | SUPPORT & ASSESSMENT OUR STANDARDS CANCELLATION PORTAL AUTO-ATTENDANT OUR HOUSEKEEPING & MAINTENANCE
OPERATIONS | ONE CLUB RETENTION IS THE DESIRED BUSINESS OUTCOME OF OUR ONE CLUB PLATFORM. BRAND CONSISTENCY IS THE DESIRED OUTCOME FOR OUR MEMBERS TO EXPERIENCE WHEN EXECUTING OUR ONE CLUB STANDARDS.
OPERATIONS | ONE CLUB | RETENTION MEMBER PERSPECTIVE Membership Purchase Member Onboarding Member Journey NEW MEMBER WELCOME CALL Day 1 MEMBERSHIP PURCHASE Day 0 § DOWNLOAD GG APP § TRIPACK § CONNECT W/ MANAGER ONE CLUB OPERATING STANDARDS Ongoing FITNESS SESSIONS § TRIPACK § ONBOARDING MEDALLIA Ongoing AFFIRMATION MESSAGE Day 7 LASPSE USE COURTESY CALL Ongoing § 21 DAY CONSECUTIVE NON-USE DIGITAL WELCOME (CEO) Day 0 AFFIRMATION MESSAGE Day 14 21 -DAY NEW MEMBER CALL Day 21 Member Timeline Day 1 Day 22 RELATIONSHIPS | IMPRESSIONS | 21 -DAY
OPERATIONS | ONE CLUB | RETENTION AGENDA ONE CLUB BUILDING A RETENTION STRATEGY OUR RETENTION MAP Q&A SESSION 2 PREVIEW
OPERATIONS BUILDING A RETENTION STRATEGY
OPERATIONS | ONE CLUB | RETENTION Retention Is how long people stay
OPERATIONS | ONE CLUB | RETENTION Retention is measured in months
OPERATIONS | ONE CLUB | RETENTION Attrition how many quit
OPERATIONS | ONE CLUB | RETENTION Attrition measured in people
OPERATIONS | ONE CLUB | RETENTION Retention is measured in months Attrition is measured in people
OPERATIONS | ONE CLUB | RETENTION Who is responsible for tackling this… Everyone
OPERATIONS | ONE CLUB | RETENTION TOP 10 RETENTION FACTORS 1 Visits 6 Contracts 2 Interactions 7 Age 3 Programming 8 Inductions 4 Goals 9 Group Ex 5 Social 10 Queuing
OPERATIONS | ONE CLUB | RETENTION INTERACTIONS The probability of making a visit next month if Staff talk to you during a visit this month 1 Interaction 2 -3 Interaction 4> Interaction 20% 50% 80% N=78, 071
OPERATIONS | ONE CLUB | RETENTION AGENDA ONE CLUB BUILDING A RETENTION STRATEGY OUR RETENTION MAP Q&A SESSION 2
OPERATIONS GOLD’S GYM RETENTION MAP
OPERATIONS | ONE CLUB | RETENTION MEMBER PERSPECTIVE Membership Purchase Member Onboarding Member Journey NEW MEMBER WELCOME CALL Day 1 MEMBERSHIP PURCHASE Day 0 § DOWNLOAD GG APP § TRIPACK § CONNECT W/ MANAGER ONE CLUB OPERATING STANDARDS Ongoing FITNESS SESSIONS § TRIPACK § ONBOARDING MEDALLIA Ongoing AFFIRMATION MESSAGE Day 7 LASPSE USE COURTESY CALL Ongoing § 21 DAY CONSECUTIVE NON-USE DIGITAL WELCOME (CEO) Day 0 AFFIRMATION MESSAGE Day 14 21 -DAY NEW MEMBER CALL Day 21 Member Timeline Day 1 Day 22 RELATIONSHIPS | IMPRESSIONS | 21 -DAY
OPERATIONS | ONE CLUB | RETENTION ENGAGEMENT TYPE IN-PERSON | IMPRESSIONS MEMBERSHIP PURCHASE Day 0 § DOWNLOAD GG APP § TRIPACK § CONNECT W/ MANAGER FITNESS SESSIONS § TRIPACK § ONBOARDING ONE CLUB OPERATING STANDARDS Ongoing CALL| IMPRESSIONS NEW MEMBER WELCOME CALL Day 1 LASPSE USE COURTESY CALL Ongoing § 21 DAY CONSECUTIVE NON-USE 21 -DAY NEW MEMBER CALL Day 21 DIGITAL| IMPRESSIONS AFFIRMATION MESSAGE Day 7 DIGITAL WELCOME (CEO) Day 0 MEDALLIA Ongoing AFFIRMATION MESSAGE Day 14 MEMBERSHIP PURCHASE Member Timeline MEMBER ONBOARDING Day 1 MEMBER JOURNEY Day 22
OPERATIONS TIMELINE
OPERATIONS | ONE CLUB | RETENTION AGENDA ONE CLUB BUILDING A RETENTION STRATEGY OUR RETENTION MAP Q&A SESSION 2
OPERATIONS Q&A
OPERATIONS | ONE CLUB | RETENTION AGENDA ONE CLUB BUILDING A RETENTION STRATEGY OUR RETENTION MAP Q&A SESSION 2
OPERATIONS | ONE CLUB | RETENTION OBJECTIVES: MX ACTIVITY STRATEGY AND REPS FOR RESPONDING & INTERACTING WITH MEMBERS. INTERACTING AND DELIVERING AN EXCEPTIONAL EXPERIENCE IS PARAMOUNT TO OUR RETENTION STRATEGY AND DRIVING USAGE HAVE FUN, LEARN, AND CRITICALLY THINK 12 VOLUNTEERS: 4 TEAMS OF 3 INSTRUCTIONS: • TEAMS WILL HAVE 5 MINUTES TO REVIEW A MEDALLIA SURVEY, DISCUSS IN SMALL GROUP, & CRAFT A RESPONSE AND ACTION PLAN • TEAMS WILL THEN PRESENT RESPONSE AND PLAN TO LARGE GROUP • LARGE GROUP EVALUATES AND SCORES RESPONSE • RESULTS ARE SHARED AND DISCUSSED
THANK YOU SEE YOU AT SESSION 2
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