Sunday, February 03, 2008
ClubSport Defines How to Lose a Customer
One of the most effective marketing tools is through happy customers who tell their friends about the company. Somehow this concept of word of mouth marketing has escaped many gyms and fitness centers who take their customers for granted.
ClubSport, which operates franchises in California, Oregon, and Nevada is a prime example of how not to treat customers. I've been a member for a few years and have enjoyed a spin cycling class. The Sunday class has become too crowded of late, and I haven't been able to participate despite arriving 15-20 minutes because of too many new members and not enough bikes.
The company's "handling" of the situation isn't to add more bikes or more classes -- instead they ask that members wait in line for up to an hour to take the class.
Today I showed up 50 minutes before the class started and put my stuff on a bike, and then went to use some weight machines. I knew that the policy was to put out a sign-up list at 8:10 to reserve a bike, so I returned at 8:05 to find a long line of people standing around the gym -- it was as if Hannah Montana were about to perform. Despite showing up extra early, yet again I was shut out.
Instead of putting out the list early so that you could sign-up and then work out (isn't that why you go to a gym?), the staff members told me that yes, you are expected to stand or sit around and wait.
You may have had similar experiences at other gyms -- frustrations with lengthy contracts, hefty joining fees, or no suspension of a membership because of travel or illness. I also had a tussle with Bally's in the past because of a facility with a pool that was broken that wouldn't be fixed for several months, and they refused to suspend or cancel a contract.
Websites are full of complaints of customer disservice, and quitting a relationship with a company (as I have now done) is also a way to have an impact. Unfortunately many fitness clubs don't get it and continue to focus on recruitment rather than retention.
Posted By John Gartner at 11:54 AM
Permanent Link: ClubSport Defines How to Lose a Customer
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(3) Comments on ClubSport Defines How to Lose a Customer
The incentive structure for trainers and staff there usually gives them money/bonuses for signing up new people, not for the prolonged value of a customer. When your staff and your business aren't in alignment of the same goals, you fight twice as hard.
Comments by Pinny Cohen : Wednesday, February 06, 2008 at 02:50 AM
The prolonged value of a customer???!! It's hard to keep track of every single person you enroll when you have 10,000 members! Yes, clubs want you to work out. That way you buy products/services, get results, and tell your friends. However, there is no reasonable way to keep 10,000 people on track with their fitness program for free! It's up to you to show up. Oh, if a club changes the ammenities it offers you can cancel your agreement, it's the law. As for the spin issue, I agree they need to start a 24 hour reservation policy.
Comments by Finess Guy : Friday, June 13, 2008 at 01:26 AM
ClubSport lost over 150 potential people before we ever arrived to sign up. We inquired over the phone and was told that because we were trying to negotiate a price that we wouldn't be suited for that club. Kerri who runs the membership insulted us several times as well as her sidekick front desk boy "Beau". Their repsonse is that they aren't the Walmart of health clubs. We all find a fitness centre that is beyond wonderful and thrilled we found out their tactics before it was too late. We didn't know that used car salesmen get fired and then sign on as employees for health clubs. We were informed that Club Sport is World Class. World Class is relative and with their actions and words, they are anything but. A company can charge anything they want, but that certainly doesn't define their status. Actions alone scream to run as fast as you can. Consumer BEWARE!
Comments by Dr S : Sunday, December 07, 2008 at 03:08 PM
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