Decisions with Data: 4 Steps Fitness Club Operators Can Take to Optimize Operations by Utilizing Member Feedback

As Fitness Industry Leaders, you don’t have to be a data analyst in order to reap the benefits of data. 

According to Blair McHaney, CEO of MXMetrics, in a recent interview with Club Solutions, data doesn’t have to be scary. In fact, you should be using your data every day in order to make decisions about your club and its operations. 

Integrating data into your club doesn’t have to be scary or difficult. Here are four steps you can take so you can start improving your operations TODAY.

  1. Find the Gap Between You and Your Members

How you view your club and how your members view your club are two entirely different things. It’s important to realize this distinction and find out how big that gap truly is. Whether they say it or not, your members have an expectation for your clubs cleanliness, accessibility and friendliness. In order to improve their experience, you must know when you aren’t in compliance with their expectations. Inviting members to provide feedback that you can collect and track will help you bridge this divide. 

  1. Get the Right Feedback: Ask Your Members the Right Questions

According to Blair McHaney, not knowing what questions to ask or asking the wrong questions can shatter your ability to collect viable feedback. You have to be asking your members relevant questions. Their answers will help you understand what needs to be changed- and how. 

Right now there are two relevant areas to be gathering feedback on.

First, you should understand why your members are joining or leaving your club. This will allow you to see what is attracting people to your club and what is pushing them away. You can also learn more about the effectiveness of your onboarding process- or the lack thereof. Actionable questions will lead to actionable solutions.

Second, this is an opportunity for you to develop “Healthy Club” questions to learn about how your club is complying with COVID-19 safety and concerns. How easy is it for your members to sanitize their hands and equipment? How easy is it to social distance? And how well are other members complying with your club’s new rules? Knowing the answers to these questions will help you know exactly what areas need improvement at your club.

  1. Analyze and Interpret Member Experience Data

Now that you’ve figured out what you want to know, start asking your members! Although time-specific feedback can be valuable, recurring feedback and asks for that information will allow your club to continue to improve your member experience. 

Now you’ve made the ask and gathered the feedback. So now what? You have to start analyzing and quantifying this information. You can create a grading system based on how your members rank certain areas of their feedback. Analyzing the key statistics of your feedback and then aggregating all of the rankings as a whole will give you straightforward numbers that are easier to understand. 

  1. Follow Through and Follow Up

The final steps of integrating data into your operations is to follow through and follow up. By asking the right questions you have collected actionable data that you can use to make decisions about your club. If you see specific pain points in your operations, work with your team to find a solution that works for both you and your members. 

Finally, make sure you follow up with your members. Be sure to specifically address each and every member that takes time to share their feedback. Let them know that you are utilizing their answers to improve their experience and your club as a whole. 

Want to learn more about how MXMetrics can help you streamline this process so you can gather and implement actionable data? Click HERE to have a conversation with one of our team members!

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