17 Jul 2018 | Digital editions, magazines, websites, e-zines, handbooks and contract publishing for the leisure industry

Health Club Management issue 7, 2018 is now out!


Health Club Management bloggers:

Liz Terry
Leisure Media

Kate Cracknell
Health Club Management

Ian Taylor

Gareth Edwards
Director of Education,

John Goodbody
Sports Journalist

Peter Ducker
Chief executive,
Institute of Hospitality

Suki Kalirai
Interim CEO,

Sam Coulstock
Customer Relationship Director,

Leah De Silva
Business development director,

Peter Moody
Brook Street des Roches LLP

David Stalker

Charles Wilford
Co-Head, Leisure Team,
Gerald Eve

The power of positivity

30 Jun 2015
by Kate Cracknell, editor-at-large, Health Club Management
Understanding how to harness positive feedback represents a chance for operators to exceed expectations at every turn

When it comes to member feedback, clubs have a great opportunity to move beyond simply responding to the negative – addressing the causes of complaints – and into fully maximising the value of positive comments. Operators that understand how to harness the power of such feedback can take a step on from merely meeting expectations, instead exceeding them at every turn.

There’s a two-pronged opportunity here: mining positive feedback for insights to improve your offering, and using it in your marketing to enhance your reputation.

A number of operators already use Net Promoter Score (NPS) as the basis for decision-making; data from Xercise4Less proves that a business can be transformed as a result (see Health Club Management 2015 issue 7 p38). But at the moment, most clubs still focus on negative feedback – improving the business by removing causes for complaint – rather than using positive feedback as a springboard to even greater things.

However, as IT systems become smarter, clubs can make a gear change. For example, by analysing what advocates are saying about them, operators can identify winning themes around which to build unrivalled clubs.

Dr Melvyn Hillsdon spoke about this sort of approach at May’s Retention Convention. He suggested clubs ask members to rate the ‘enjoyability’ of their experience – and that they then model this data, understand what people enjoy most, and create even more of these experiences. The end result: a club that keeps members happy, and draws in many more, because it’s full of all the things people have specifically told you they like.

Clubs can take inspiration from an ongoing London School of Economics initiative called Mappiness (mappiness.org.uk). This study uses the GPS in phones, with people beeped randomly and asked to report how happy they are at that moment, wherever they are; this data is then mapped. A particular focus is on quantifying how people’s feelings are affected by their environment – primarily green space, but also air pollution and noise. Characteristics of ‘happy’ locations are drawn out and could be used to ensure new developments are designed as places people will happily spend time.

Why shouldn’t health clubs do similar, finding out which parts of their offering people are most enthusiastic about and using this knowledge to create an unbeatable club?

And of course positive feedback has currency outside your walls too: there’s nothing more persuasive than the endorsement of a brand fan. Data from retention software solution Listen360 suggests 20 per cent of a club’s advocates will share their feedback on social media if asked. But clubs shouldn’t stop there in steering public perception of their brands, instead taking it up a notch with broader reputation management – not just placing testimonials on review sites and social media, but extracting insights from positive feedback that can be used to create a glowing vibe around their brands in all manner of public spaces.

It’s time to ‘think positive’, using advocates’ feedback to enhance our brands and offering in and outside our clubs.

Tags: Health Club Management  health & fitness 

Share this story
Connect with Health Club Management
Follow us:
Download PDF
View Turning Pages
Sign up:
Instant Alerts
Print edition

Comments (0) Be the first to comment!

You must be logged in to comment.   Login | Register

Not registered? Click here to register

Recent posts by Kate Cracknell

View more posts by Kate Cracknell

Connect with healthclubmanagement.co.uk


Latest tweets from healthclubmanagement.co.uk

Latest jobs from healthclubmanagement.co.uk

Wellbeing - Health Lead/Manager

Company: Inspiring healthy lifestyles, Salary: Up to £39,015 per annum, Location: Wigan, UK

Regional Course Tutors and Assessors

Company: Future Fit Training, Salary: Competitive Salary & Benefits, Location: London, UK

Trainee Duty Manager

Company: Legacy Leisure, Salary: £17,500 per annum, Location: Stovell Road, Windsor, UK

Physical Activity Officer

Company: Huntingdonshire District Council, Salary: £20,653 per annum, Location: Huntingdonshire, UK

Self-Employed Personal Trainer

Company: énergie fitness, Salary: Unlimited Earning Potential, Location: Hoddesdon, UK

Lifestyle Medicine and Health Gym Manager

Company: Viavi:Be, Salary: Competitive Salary & Benefits, Location: Oxford, UK

Fitness Instructor

Company: énergie fitness, Salary: Competitive Salary & Benefits, Location: Chelmsley Wood, Birmingham, UK

General Manager

Company: The Gym Group, Salary: up to £35,000 + c20% bonus, Location: Bedford, United Kingdom

Fitness Manager

Company: Everyone Active, Salary: Competitive salary + bonus, Location: Staines-upon-Thames, UK

Personal Trainer

Company: Everyone Active, Salary: Competitive rates!, Location: Plymouth, UK

Activity Engagement Activator

Company: Wave Leisure, Salary: £16,000, Location: Seaford, UK

General Managers

Company: The Gym Group, Salary: £Competitive + Significant bonus, Location: Nationwide

General Manager

Company: énergie group, Salary: , Location: Portsmouth, UK

Fitness Motivators

Company: Everyone Active, Salary: Competitive, Location: Horfield, Bristol, UK

Les Mills Bodypump Instructor

Company: Everyone Active, Salary: Competitive, Location: London SE16, UK

General Manager

Company: The Gym Group, Salary: up to £37,000 + c20% bonus, Location: Tottenham, London, United Kingdom

Training Manager

Company: Future Fit Training, Salary: Competitive Salary & Benefits, Location: Fareham, UK

Self Employed Personal Trainer

Company: énergie fitness, Salary: Uncapped earning potential, Location: Chelmsley Wood, Birmingham, UK

Personal Trainers

Company: Everyone Active, Salary: Competitive, Location: Dagenham, UK

Personal Trainers

Company: Everyone Active, Salary: Competitive, Location: Barking, UK

The Leisure Media Company, Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ.
Tel: +44 (0)1462 431385 Fax: +44 (0)1462 433909 |
About us | © Cybertrek Ltd