Spa Fitness Center. Part 2Tuesday, July 10, 2012 14:08
Some older members arrive early in the facility’s parking lot, at about 4 a.m., and don’t leave until 10 or 11 a.m. The spa opens at 6 a.m. The average age of members who work out in the morning is above 51. “We have many members who have been here for almost 30 years,” Gibson says. “We’ve been able to monitor their progress over the years, and that’s been one of our strong points. We don’t just sign members up and forget about them. One member joined when he was 50. He’s now 76 and fit.”
The Spa Fitness Center used to spend thousands of dollars onadvertising. However, Gibson decided to change tactics anduse a word-of-mouth approach, and made surestaff worked hard to please members. These happy members, in turn, recruited new members. Gibson says hewants to show members a better way of life, andhelp them toachievea level of comfort so they persuade friends to join the facility.
“We don’t just show members a fitness program,” Gibson says. “We take the time to explain what they are doing, the function of the equipment, and what benefits they will derive from the fitness program. We take them on a journey, so it doesn’t matter where they work out; they’ll know what to do and how to go about doing it in the proper manner. We start at the beginning and, after a six-week period, we see a metamorphosis in that member. When we looked at one member’s lifestyle, she wasn’t eating breakfast or lunch, and she was eating dinners late,” Gibson says. “She was going through the day with 15 cups of coffee. When she came to our spa to exercise, she couldn’t ride a bike for two minutes. Now, she can ride a bike for one hour.”
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