Active Management

Tag: fitness industry

  • Does The Fitness Industry Really Understand Its Members?

    Does The Fitness Industry Really Understand Its Members?

    Let’s be brutally honest for a second — how many of your members actually love exercising?

    How many jump out of bed or finish work thinking, “I can’t wait to get to the gym!”

    Yet from day one, we tell them they need to train three times a week if they’re serious about results.

    Maybe… just maybe… we need to rethink our expectations, our messaging, and even our product if we truly want to improve retention.

    Last week, Aaron Moore from VIDA Fitness told my REX Roundtable in Washington that their members aim for nine visits a month. Luke Carlson from Discover Strength, who’s way smarter than me, said two 30-minute strength sessions a week are enough to improve health. That’s eight visits a month.

    So is twice a week the magic number?

    If our entire approach focused on getting members to train twice a week, from programming to communication, would we see stronger retention and happier members?

    I don’t know the definitive answer, but I do know this: I hate going to the dentist. If someone told me I had to go three times a week to keep my teeth, I’d take my chances and settle for once every six months!

    Your challenge this week: Dive into your member visitation data. See how often your members really train — and what that says about how well you understand them.

    You might be surprised by what you find.

  • 1% Better Leadership: Have Your Team’s Back & Do They Know It?

    1% Better Leadership: Have Your Team’s Back & Do They Know It?

     

    I’ve coached amateur sport, semi-pro teams, kids, and adults. And whether it’s on the field or in business, here’s the one percenter that matters most: Your team must know you have their back.

    When people feel supported, they make bold decisions. They step up. They take responsibility. And that’s the difference between just participating and actually winning.

    I learned this first-hand coaching a grand final. We won but I copped criticism for being too loud and too passionate. Really? How can you be too passionate about backing your team? Every single player on that court knew I was in their corner. That’s what mattered.

    Here’s the thing:

    • On the field or in the business arena, you support your team 100%.

    • Once the game ends, that’s when you analyse, adjust, and refine.

    I’d much rather a team make bold decisions in the moment than freeze and make none at all. And if you can’t trust your people when the pressure’s on, then you haven’t done the right prep at “training.”

    That’s the 1% difference. That’s leadership.

    So ask yourself: Does my team know I’ve got their back?

  • Fix the Leaks Before You Spend More on Marketing

    Fix the Leaks Before You Spend More on Marketing

     

    If you want more members or clients, you’ve got two options:

    1. Get more leads.

    2. Increase your conversion rate.

    Your conversion rate: how many people join compared to how many you ask to join.

    Now, here’s the trap: most owners keep pouring money into marketing to chase more leads. But if there’s a leak in your sales process, it doesn’t matter how many leads you get you’re wasting money.

    The most cost-effective way to boost conversions? Know exactly what happens when your staff ask someone to join. And the only way to find out is through mystery shopping.

    So why don’t more owners do it?

    • They think they already know what happens.
    • They’re scared to face the reality (because it can be brutal).
    • They don’t know where to start.
    • Or they assume it costs a fortune.

    Your challenge: find out what REALLY happens when a prospect calls or visits your facility. The truth might sting — but it’s the first step to fixing the leaks and closing more sales.

  • How Gym Owners Can Master Their #1 Priority

    How Gym Owners Can Master Their #1 Priority

     

    What I’m seeing right now is owners stuck on priorities. Everything’s urgent. Everything’s a #1. But when everything’s a priority, nothing gets done — you’re running flat out but going nowhere.

    A true priority is something that directly impacts survival, growth, or long-term strategy. Here’s my 3-filter test:

    1. Impact — will this move revenue, retention, or culture?

    2. Alignment — does it fit your strategy, or is it just noise?

    3. Timing — if you don’t do it now, what’s the cost?

    Many leaders confuse busy with productive. Stephen Covey said it best: ‘The key is not to prioritize what’s on your schedule, but to schedule your priorities.’

    This week, write down your top five ‘priorities.’ Then force yourself to pick ONE. That’s your true number one.

    Everything else either supports it or waits its turn.

    Pick your one true priority, act on it, and lead with clarity.

  • Why Your People Matter More Than Your AI Strategy

    Why Your People Matter More Than Your AI Strategy

     

     

    AI is everywhere! It was a topic of conversation at FILEX this year. But here’s the stat that stopped me: only 35% of CEOs believe their teams are ready for AI, according to Inc. Magazine.

    And the real insight?

    The companies thriving in this AI era are going people first, tech second. They’re investing in upskilling, building cultures where it’s safe to experiment and fail, and focusing on trust and connection, not just the next shiny tool.

    Your success isn’t about the software. It’s about the culture your team builds around it.

    So here’s your Thirsty Thursday challenge: ask your team how they see AI helping their role. That single conversation might spark ideas you never expected.

    Tech will keep changing at a speed difficult to keep up with. Your people will consistently be the key to sustainable growth.

  • The 4 Most Expensive Words in Your Gym

    The 4 Most Expensive Words in Your Gym

     

    Can you honestly say no staff member has ever said, “That’s not my job”?

    Sure, everyone knows their primary role. The top line of their job description. What about the small roles that actually keep members happy and have them tell their friends.

    Improving your member experience by just 1% isn’t about big spending. It’s about your team understanding their impact beyond the written job description.

    When a front desk staff welcomes a PT client, or a trainer promotes a group class, those little moments compound. On the flip side, when someone shrugs responsibility, it grinds the whole membership machine.

    Think of your team as cogs in a wheel. When aligned, the wheels spin smoothly. Just 1% out of sync, and everything slows down.

    This week, ask your team:

    1. What’s your primary role?
    2. What’s your role in referrals, retention, or creating magical member experiences?

    When every team member knows how they contribute, your business will grow and your stress as an owner reduces.

  • The $0 Retention Strategy: Smile, Name, Repeat

    The $0 Retention Strategy: Smile, Name, Repeat

     

    I’ve been reminded of something so simple, yet so powerful: soft skills build retention.

    I visited a stunning club recently — incredible facilities, huge investment. But after five minutes chatting with the manager, I realised… she never told me her name. No name tag. No introduction. If that’s how a guest or new member is welcomed, what message does it send?

    Retention isn’t about shiny equipment or fresh paint. It’s about people feeling seen, heard, and remembered.  In fact every dollar spent on shiny equipment or fresh paint could be wasted if your team cannot make members feel welcome.

    When a prospect or member walks into your club, your team’s eye contact, smile, tone of voice, and even a simple handshake can make or break their experience.

    Here’s your challenge this week:

    • Coach your team to smile, make eye contact, and use open body language.

    • Help them practise remembering names — repeat it three times when meeting someone.

    • And if (or when) they forget? Teach them to confidently say: “I’m so sorry, I’ve forgotten your name — could you remind me please?”

    The smallest skills deliver the biggest retention wins.

  • Bold Moves V Safe Moves For Gym & Department Growth

    Bold Moves V Safe Moves For Gym & Department Growth

     

     

    We’ve got rising wages, cost-of-living pressures, and members demanding more value. That’s the backdrop. So in this environment, playing it safe is the riskiest move you can make.

    Safe moves feel comfortable: waiting to see what other gyms do, freezing prices out of fear, keeping group fitness timetables the same or hoping staff figure out sales on their own.

    Bold moves are different. They’re about leading, not waiting. They’re about investing in your team, your systems, and your service — even when it feels uncomfortable.

    Here are three bold moves that matter right now:

    • Pricing & Value – Don’t freeze prices. Raise them with confidence and communicate the value members receive.
    • Sales Training – With online joins growing, every face-to-face conversation counts. Train, mystery shop, and coach your team to convert.
    • Service & Retention – Members don’t stay for treadmills. They stay because your team makes them feel seen, known, and valued. That’s a human connection, not a hardware purchase.

    The clubs that thrive in 2025 are making bold moves now in programming, team development, and member experience. Wait until 2026, and you’ll be scrambling.

    Your challenge: What’s one bold move you can make in the next 135 days that will shape your business for the next five years?

  • The Inefficiencies In Your Business Have A Solution

    The Inefficiencies In Your Business Have A Solution

     

    Are you paying for software subscriptions that you don’t fully use or worse don’t even need, because another tool you own already does the job?

    It’s like buying a fully loaded Tesla… and only driving it to the letterbox.

    We don’t know what we don’t know so it’s time we start knowing more. The result?

    • Double handling
    • Manual processes
    • Poor staff communication
    • Scattered data
    • And my favourite… documents you can never find again

    Most of us are paying for amazing tech and using maybe 10% of it. We just never allocate time to fully explore what we have on our devices.

    Your challenge this week:

    1. Identify one inefficiency in your business.
    2. Ask yourself (or ChatGPT), “Can software I already own fix this?”
    3. Spend 30 minutes exploring a tool you’ve never used.

    Efficiency isn’t about doing more, it’s about making the important stuff easier. And chances are, you already own the tools to make it happen.

    Now go unlock that Tesla.

  • 40% Of Your Sales Are At Risk (Seriously)

    40% Of Your Sales Are At Risk (Seriously)

     

    I remember when we actually trained our staff how to sell. Do you?

    I spoke with an Australian CEO and he spoke as many owners do these days: we are driving online sales. He told me 60% of monthly sales are online…

    But 40% are still face-to-face was my immediate thought.

    If you’ve stopped training your team or mystery shopping your club, you are bleeding sales.

    Remember the Zig Ziglar quote: “The only thing worse than training your employees and having them leave is not training them and having them stay.”

    This week’s challenge:

    • Plan your sales training for the rest of the year.
    • Contact Lisa for mystery shopping (Aussies only!) – [email protected]

    Let’s build teams that sell and not just wait for a prospect to click the “Join Now” button.