What is in this article?:
- The 2012 Best of the Best Health Club Program Winners
- BEST NEW MEMBER INTEGRATION PROGRAM
- MyPath Program Generates Revenue
- BEST NONMEMBER PROGRAM
- Fast Results
- BEST BEHAVIOR MODIFICATION PROGRAM
- Effective Engagement
- BEST NEW MEMBER SALES PROGRAM
- Sales and Marketing Done Right
- BEST COMMUNITY-BASED PROGRAM
- Citywide Results
- BEST CHILDREN'S PROGRAM
- Financial Wellness
The Best of the Best Awards recognize the best programming at fitness facilities in the United States and provide concrete examples of programs that have proven, successful results. The entries were rated by a group of judges from within the fitness industry who ranked each program based on its goals, goal attainment, innovation, budgeting, member or nonmember participation, marketing, program effectiveness, and the club’s follow-up efforts.
Follow the links to the right to read about each of the winning programs for 2012.
MyPath Program Generates Revenue
After the assessment and the consultation, the member is presented with a customized map and pathway to good health and well-being with realistic and comprehensive goals. By integrating exercise, nutrition, functional movement, relaxation and education with one-on-one guidance, each member is provided with step-by-step instructions on how to move through the program. To evaluate the tangible results of behavior modification, each member’s progress is tracked. Every 12 to 16 weeks, members are encouraged to complete a re-evaluation, in which physical changes can be documented and program adjustments and progressions can be administered.
The primary goal of the program is increased revenue and decreased attrition. After a member completes the MyPath program, they become a “salesperson” for the wellness center because they share their experience with others.
Even though the MyPath program is free, it does generate revenue because it entices some people to join the club. A secondary goal of the program is to increase ancillary revenue from personal training, massage and program fees. Measuring one 90-day period of the program, LifeStart generated $23,220 in annual dues revenue and $11,520 in increased personal training revenue. LifeStart’s management budgeted $9,600 for marketing materials and $25,000 in education for the life coaches. The program had a 100 percent return on investment. Flanagan expects growth of $46,000 in personal training revenue and an increase of close to $2,000 per month in new member revenue.