Anytime Fitness Negatively Impacts NZ Fitness Consumer
Ah the power of Facebook and people sharing videos! Last week I received a video from New Zealand’s TVNZ Fair Go show.
As I watched it I cringed. Cringed. And cringed some more!
So sit down and watch it and see if you cringe . . .
http://tvnz.co.nz/fair-go/gym-contract-row-ends-user-banned-video-5469947
Were you like me and shaking my head and thinking “Why?”
I understand in business we have to have policies. I understand that if you break the policies for one person, then that can have a huge impact on the integrity of the business. But from the evidence in this video, the decisions were not about adhering to policy.
From my perspective it was about getting more money! And stubbornness!
I just don’t understand why the manager or the owner pursued this member as a wild animal stalks their prey,
However, once the situation escalated I give credit to the Anytime Fitness business for backing down. And I applaud the refund they offered.
BUT . . .
What message does this stubbornness send to the consumer who is thinking of joining a gym?
How would this TV story or ‘marketing’ for the fitness industry be of an advantage? To anyone?
My guess is that the brand is irrelevant in the eyes of the consumer but the borderline enquiring member may now have decided gyms are not for them.
What do you think
?
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.