was that as more staff could perform the same tasks , more staff would try to push the job off on someone else .
Planet Fitness responded to this by allowing the scripts to become more conversational and interactive . Allowing each staff member to share what excites them about the gym and to give the information out more concisely was a way to keep all teammates engaged in the process . As time goes on , the front desk gets less chances for creating info calls . Marketing dollars being spent on television , radio and digital advertising means more potential members already know what Planet Fitness is about and what we offer .
The tour side of the equation is often handled now by the website or mobile app , where a potential member can see what amenities the club has to offer before entering the four walls of the gym . Where technology has given the marketing side a leg up here , it is now even more important that the in-club interactions meet the expectations that the commercials have provided . Your teams still need to be attentive and engaging from minute one . Less people are walking in and asking for a tour , and more members are walking in for the first time after joining digitally . A question for your managers is , “ What does your staff expect when someone enters the facility ?” Technology has advanced in our clubs . Long gone are the days of hand-entering credit card or banking information copied from paper agreements . Long gone are days where a driver ’ s license scanner or credit card swipe pre-filled the membership agreement . Tablet joins are now the norm , and many operating groups have gone as paperless as they can with the front desk functions . Many clubs now use an amenity tracking partner or ABC DataTrak to set amenities and track the usage of that equipment , meaning that members no longer must complete paper forms . The Digital Guest Register easily enters a prospect into the desired advertising portal .
Black Card guests and high school students can easily be entered into the system through the PF ® mobile app .
With these innovations also comes the challenge of the front desk staff having to sift through a variety of information , oftentimes having to make quick decisions on what the data says . In the past , a “ red screen ” was a known equation . A member ’ s information would need to be addressed , most likely a balance due or a billing update . Today , a “ red screen ” can include ( not a complete list ) staff alerts , pictures not being taken , new member join , missing or incomplete information , expired or problem billing , membership type ( HSSP or prospect ), and balances due . While all of those are important and fixing the alert promptly can help with member satisfaction when handled correctly , all the alerts can become a sea of red . It is easy for a team member to choose inaction over action when there is so much data and so little time to interact . Does your team know what is a “ must do ” and what is a “ can do ?”
Now is a great time of year to review what is working at the front desk . As an organization , you want to highlight those actions and continue to perform them well . Review what are redundant actions or actions that can be minimized as well . For example , if you are still using paper guest registers or sign-in forms , are those activities still the best use of your team ’ s time ? Review how your team is encouraging members to adopt the PF mobile app , especially for Black Card members and prospects of all types . Most importantly , review what your team is seeing at the front desk . Ask them how they believe actions can be streamlined . Our locations are only getting busier and more complex . Review now or be caught unaware later . G
Brian Cassagio is director of operations for PCV Holding Co . He may be reached at brian @ pcvholdco . com .
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GearedUp | 2023 Issue 3
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