Leisure Membership Benchmarking

Recorded 'Membership' Enquiry Call & Live Facility Show Round

59club will analyse and grade your staff’s ability to manage a recorded enquiry call for a Leisure Club Membership followed by a live show round of the club’s facilities.

The feedback for both the call and show round provide you with a very detailed independent report, highlighting areas of staff and procedural strengths and weaknesses within your ‘potential new member’ enquiry procedures. The analysis also includes information based on any literature received or ‘follow up’ sales calls made to ‘chase the sale’.

All 59club products have the ability to make service level performance comparisons against your chosen competitors, other venues in your group, the best performing clubs, and the rest of the industry.

Analysis Includes:

  • Initial recorded enquiry call for potential membership, marked on the staffs ability to promote and up-sell the clubs main services, facilities and USP’s
  • Ability to offer, book and confirm a facility show round and 'sign up' appointment
  • Ability to conduct a ‘needs analysis’ to ascertain the caller’s membership requirements and fitness goals
  • Ability to deliver a detailed ‘show round’ of all relevant facilities including the gym, pool, wet rooms, fitness class studio, beauty treatment rooms, changing facilities, member notice boards and bar / restaurant
  • Ability to promote the clubs services from fitness classes and social events to member benefits and discounts
  • Show round summary and sales process including ability to 'overcome objections to the sale'
  • Follow up call to ‘chase the sale’

The show round results can be further broken down into Sales, Service and Operations. This enables you to highlight any potential issues within your team and/or their standard procedures, likewise any operational issues you may have within the club promoting the necessary actions to help obtain new members.

In summary, the call and visit feedback can be used as a tool to measure how successfully all front line staff implement your business strategies, thus identifying whether your staff are consistently delivering a level of customer service that you would expect.

59club analysis is a great Management and Training tool and as much as it can highlight ‘failings’ in service, without doubt its aim is to highlight ‘excellence’ and improve sales & service.

"It only takes one bad experience to send your 'potential member' away to your competitor and do untold damage to your reputation and profits"

 Jamie Carroll, Group Membership Sales Manager, De Vere Resorts & Venues said:

"De Vere Hotels & Venues has a variety of different leisure club facilities around the UK, from small gyms to larger family focused leisure clubs. The test call and visit criteria with 59 Club allows us to benchmark, reward good performance as well as manage performance for both a sales and operational result. Again, this is now an integral part of our sales process and allows us to improve into the future"