For episode 40 we're pulling back the curtain to see what successful fitness operations and new technologies are creating loyal customers from the co-owner of one of the top 10 gyms in the United States, Rachel Cosgrove from Results Fitness.
For all sizes of clubs across the industry, we realize now more than ever how truly important it is for operators to focus on personalized communication and engagement through social media, email, and text to meet the demands of the fast-evolving customer experience our members are asking for.
In this show, you'll learn from Rachel why she believes it's the hand-crafted emails and time-capped Facebook contests that can deliver high value to members outside the club, what lessons she's learned from over 20 years in fitness, what are the best practices in the transitions from trainer to a successful operator, and why the boomer generation are now requesting more text communication for fitness as their digital literacy increases.
It's clear that even with a high performing facility like Results Fitness and many others, there are still some very large gaps to be filled when it comes to integrating technology solutions seamlessly into both the fitness professional's toolbox and to a customer's journey.
But what does one of the top 10 gyms in America do to for both human touch and technology integration for successful fitness operations?
The answer to that question and much more takeaways for club owners, operators, and fitness pros in this episode with Rachel Cosgrove.
About Rachel Cosgrove
Rachel Cosgrove is the co-owner of Results Fitness, voted one of the top 10 gyms in the United States three years in a row by Men’s Health Magazine. She is a consultant for Nike, on the advisory board for Livestrong.com and Women's Health Magazine, and is a featured columnist for Women’s Health Magazine and the Huffington Post. Rachel is the best selling author of the "The Female Body Breakthrough," and has also been featured in numerous magazines including Men’s Health, Women’s Health, Oxygen and many many more including Dr. Oz.
As one of the featured speakers for Perform Better, she lectures nationally and internationally on topics such as strength training, fat loss, business in the fitness industry and nutrition specifically for women helping them to reach their potential in all aspects of their life.
She is also the best-selling author of the book, Drop Two Sizes: A Proven Plan to Ditch the Scale, Get the Body You Want & Wear the Clothes You Love. Extremely goal oriented, Rachel is always looking for a new physical challenge and draws from experience making her a better coach. Rachel and her team at Results Fitness strive to be the best part of their members’ day every day, achieving results, changing lives, and having fun while doing it. They are on a mission to “Change The Way Fitness Is Done.”
Listen To Episode 040 As Rachel Uncovers
- How Club operators can deal with overwhelm at the intersection of technology and fitness business operations
- As a club operator why if you're not delegating, you're being selfish
- Where to start if a club owner is feeling overwhelmed by depending on your core values
- Understanding the new member orientation process and which category the client falls into:
- Look better
- Feel better
- Perform better
- Understanding the personality types of the new client: outgoing, introvert, ect
- Why at Results Fitness, Rachel and her staff send clients an email breakdown of their heart rate training zones after each session or class
- Why at Results Fitness, Rachel and her staff use handwritten cards and personally written emails for a higher level of service and client experience
- How beyond giving a phenomenal workout experience, why a personality matrix to understand the type of communication a new member wants and what type of personality they have will create a loyal fitness customer
- How Rachel uses Facebook to engage current members with "club bucks" and attract new members
- How to use Facebook to increase the digital literacy of members 50+
- Why Rachel specializes in working with women and communication in the fitness industry
- Why heading into IHRSA with a game plan will be yield more success when researching and discovering new technology platforms for clubs
- How Rachel transitioned from being a trainer to a business operator: what systems and change were involved
Top 3 Takeaways From The Show
- Rachel reminds us that when it comes to fitness and technology, change is inevitable. It's part of growth and it's part of running a business. If you're not somebody who embraces change and who really wants to find a better way constantly then you're not going to be in business for too long.
- The new member orientation process is pivotal in securing a long-term customer. Rachel believes that using a combination of personality typing and personalized communication via heart rate monitors, intimate emails sent after workouts, as well as speaking to the new member in the language they most understand will create a loyal customer who becomes an advocate for your fitness facility.
- As successful club owners like Rachel take a deeper look into the technology solutions that are rapidly entering our space, it's not just about collecting data for data sake. What's most important is that we collect data with the primary intention of constantly improving and enriching the customer experience.
Power Quotes From Rachel
"If you're not delegating responsibility to your staff and trying to run everything on your own, you're actually keeping your team from stepping into roles that they can accel at and bring even more value to your company. When you choose to not let go and have your staff take over the roles they deserve, you're essentially being selfish as an operator." - Rachel Cosgrove on the Fitness + Technology Podcast
"Change is inevitable, it's part of growth and running a business. If you're not somebody who embraces change and who really wants to find a better way constantly, then you're not going to be in business for too long." - Rachel Cosgrove on the Fitness + Technology Podcast
"Members are craving personal connection now more than ever. If we ever start to get replaced by online trainers, artificial intelligence or an app, then the truth is we must elevate our game." - Rachel Cosgrove on the Fitness + Technology Podcast
Resources Mentioned From Rachel
- Result Fitness on the web
- Rachel Cosgrove on LinkedIn
- Rachel Cosgrove on Facebook
- Rachel Cosgrove on Twitter
- Rachel Cosgrove on the web
- Rachel on IDEA Fitness
- Rachel on LIVESTRONG
- Thomas Plummer - Fitness Industry Consultant
- Zappos Company Culture: Creating Core Values
- Jim Collins: Good To Great
- Delivering Happiness: Tony Shea, Zappos
- How Successful People Think: John Maxwell
- Mind Body Software
- Skipio Texting Application
- Perform Better Series
- Fitness Business Summit
- Bedros Keuilian: Fitness Business
- The 2017 FIT-C Tech Trends Report
- Results Fitness University
- Bobby Cappuccio: Fitness + Technology Podcast Episode 027
Thanks To Our Outstanding Sponsors
- Bryan O’Rourke and his family of companies including Vedere Ventures, Integerus Advisors, and many more. If you are looking for unmatched guidance, capital, insights or a great speaker or facilitator, Bryan and his partners are the go to resource for your organization. To learn more visit bryankorourke.com
- The Fitness Industry Technology Council, your non-profit resource for reliable technology information supported by forward looking brands who are seeking to drive increased technology adoption in the fitness industry. Make a difference and join FIT-C at fittechcouncil.org today
- Check out Bryan and his partner Robert Dyer's recent book "9 Partnership Principles: A Story of Life Lessons" which is available now on Amazon.com