Having worked in the Fitness Industry, particularly in Customer Service since 2004, I’ve picked up on a few common traits in People.

Whether they’re members, guests, customers… it’s all about People. All the time. Across different industries.

Just from the top of my head, and just because I feel like sharing my thoughts on this, here’s what People typically tend to appreciate:

– Recognition as a frequent customer: know their habits, you’ll get to know them. If it’s a gym, know their names, the classes they like, which teachers they prefer, which timings they usually go. If you know this, you have enough information to suggest other services, events, a specific personal trainer that you know will fit their profile. We all know the power of suggestion. We all aim to cross sell… always. Know your product, your services, your staff, your members… you’ll get the magic formula… Does it sound impossible? It’s not. Not when you spend months or years in the same gym, dealing with their queries and solving the bureaucratic problems they definitely don’t want to face when arriving to their relaxing time, in their favorite destination.

– Feeling part of the team: they are no longer customers. They are members who are so intertwined with the club activities and staff for so long, they want to be heard and considered when key decisions are about to be made. Decisions that will affect their routine and their devotion to the well being we provide them with. They want that empathy. They want the acknowledgment as they matter to us, and are more than a sale, more than a number. And it’s so simple to make them feel like this. Empathy, observation, key questions, light conversation. One day at the time. It’s all it takes. Be present. Bring all your senses into it and use them at the right time.

– Feeling at home: it’s their time. It’s their relaxing, stress release moment. Rules and Regulations are to be adhered to, no questions on that. However, the way we approach them makes a whole lot of difference. The difference between turning a complainer to a friend. The difference between cancelling their membership or bringing their friends. The power of turning a No into a Yes.

– The right amount of friendliness, assertiveness, and “casual politeness”: depending on the segment in which you operate, politeness may have to be formal or informal. Professional politeness always!! But your communication style should adjust to your positioning. A luxury style communication might not be suitable to what’s meant to be a care free experience. Less is more in most cases. Especially when it’s sincere. It’s all about the vibe. It’s all about the genuine smile. It’s all about understanding who’s in front of you.

– Cleanliness and well maintained equipment: the image you sell needs to match what you’re offering. Competition is good, makes you step up your game. So deliver your basic promise. Basic premise here.

– Value for money: in line with the above principle. People are willing to pay for whatever package has corresponded their needs. Removing the value while keeping the money will raise unnecessary concerns. Word of mouth spreads like fire and it either builds or kills your business reputation. Which, as we all know, will lead to a difficult streamline of your structure in order to make it super ultra lean, which in turn will reflect through a poor customer service.

– Problem solving: it’s your business. Own it. People want to see accountability and quick wiz on sorting out their membership issues. Get it done. Quickly and “pain free”. Don’t make them come to the gym on purpose or call a million times to get an answer, which for them should be simple enough.

– Qualified, passionate and dynamic staff: when they are explained why they are training the way they are, towards a goal (whether body or mind related), the trust begins to build. They see for themselves they’re in competent hands. Plus, the energy of someone who actually loves their job is contagious and people feel it clearly.

And here it is.

A quick summary on what People look for while they decide (it’s a natural and emotional process for most people) to become a loyal and raving fan.

And it’s just my view on it, based only in my experience throughout these years.

It was nice sharing it. Hope it makes sense.