What unused gym memberships and connected entrepreneurs have in common

In large companies, staff retention is often dumped on ‘HR’ and, in my experience, they continue to get it wrong.

So what does HR do? They set up formal systems and processes with job descriptions, training, pay reviews and even put chocolate Easter eggs on people’s desks. While these are a great start, HR cannot control the hearts and minds of staff members on a daily basis.

If I was hired as an HR manager, I would outsource my role in five minutes. I’d send all my leaders to see me or another coach of leaders, every week for a one hour coaching session for a year.

I’d focus on growing better leaders. Leaders – whether they are supervisors, line managers or senior executives – have the ability to influence on a day-to-day basis.

Unused gym memberships

Anyway, so what has this got to do with your underused gym membership which you probably won’t renew when your 12 months expires? Why is my personal training gym and trainer so successful?

I finally worked it out when I went back to a gym recently and realised I made a horrible decision. St Kilda Sea Baths to be exact. Think before you sign. Please.

My local gym (Jungle gym in Balaclava which is a cross fit gym), has passionate trainers who connect with members and connect members with other members extremely well without even realising it.

They build a sense of community. It’s a more intimate experience in a smaller environment. The results achieved are also phenomenal. Sure, the price is higher, but the results are more than twice as high.

My trainer is super passionate. He loves what he does. He pushes us to the limit. He is caring and sympathetic but pushes us hard. He engages us with other members. If he left, his clients would follow.

Fitness First (recently bailed out of financial distress) and other gym chains are always chasing new members as their renewal rate is horrific.

Consider these questions:

• When was the last time that Fitness First called to ask how you are going?

• Does the receptionist know your name? Are any of the trainers on the floor ever pro-active and helpful?

• Has a trainer ever connected you with another member or is it ‘every man for himself’ while hiding behind a pair of earphones?

• Do you know the names of five members who you see on a weekly basis?

• Ever been set up with a small group of members of similar fitness to train together?

• Is anyone actually paid to be responsible for client retention?

Fitness First signs you up, takes your money and hopes for the best. How many companies do you know who follow a similar philosophy with their new hires! Sign them up and hope they stay!

There’s a lack of leadership in many companies. That’s the problem with staff retention. It’s not the work or the industry. It’s a lack of leadership in my opinion.

I’m back at Jungle gym and loving it (please remind me of this as it’s tough going!). I’m connected. I feel loved. I’m seeing results faster. And that’s why I’m on the board of EO and why members renew. And there’s also your three secrets to staff retention.