Jenn Burke is a dotFIT Certified Fitness Manager at Crunch Fitness on Sunset Blvd. in Los Angeles, CA
Jenn built one of the most successful Fitness Departments at a Crunch Fitness club in New York City, and was offered a challenge by her company:
"Do you think you could take an under-performing dotFIT club and duplicate the success you've had at your current club?"
She accepted the challenge and moved 2,700 miles across the country to sunny Los Angeles to run the Crunch Fitness on Sunset Blvd..
Jenn had a lot of work to do, so she rolled up her sleeves and got at it. In just 4 months, she led her team to one of the top-performing dotFIT clubs, and doubled their revenue and overall success.
We'll let Jenn take over and share with you exactly how she did it...
- The dotFIT Team
Jenn:
When I started at the Sunset Blvd club, my Number One priority was to create the culture that is necessary to support the true purpose of the Fitness Department: To ensure our members achieve their goals quickly and safely. The only way that we can accomplish this is if every Trainer is using the same proven, holistic system of training, nutrition, supplementation and accountability - all through dotFIT.
Turning around a Fitness Department is not easy. Most people don't like change, even if that change is good for everyone (especially our members). The key is to build momentum by doing the right things each and every day. As a leader, it's my job to lead by example, and ensure every one of my team members are on the same page. It took a few months, but that daily commitment to doing the right things with the right people on board has finally resulted in having a FANTASTIC TEAM in place.
This Team is starting to really find their groove. We've doubled our dotFIT business and the client success rates are higher than this club has ever seen. The momentum we work on every day will continue to help us grow from here.
So here's what we did to drive this tremendous turnaround:
1. Lead by Example
I train anywhere from 15-17 clients per week personally. This shows that I walk the talk and it helps me keep a pulse on the workout floor.
2. The Right People
After cleaning out some Trainers who were not the right fit, we have a strong team of 20 Trainers, which is what we need to hit our service and revenue targets.
3. Drive Numbers
dotFIT sales were averaging $6,000 per month before the turnaround. With just one week left in the month, we are projecting $12,000 and climbing.
4. Staff Training
I spend a good amount of time on dotFIT training, because I believe that a strong team is critical. I have a mandatory one hour staff development meeting every week for my Trainers. I also spend a minimum of one hour every day with my team members who have less than 30 days under their belts. Finally, I meet with the Sales Team for 30 minutes every week and follow it up with one-on-one role playing every day.
5. Practical Education
Our Team is assigned a dotFIT product of the week. I hand out samples, we discuss how the product works, and why someone would benefit from taking it. We talk about it in everyday language so that the Trainers can convey the same message to their clients in a way that resonates with them.
6. Accountability
Every Trainer is held responsible for the minimum company standards in dotFIT sales. If a Trainer is delivering a complete, holistic program, they will achieve this number with minimal effort. However, if they don't deliver what their client needs and fall short of the standard, they are coached on how to improve. It only took 2 months for the Trainers who weren't initially selling nutrition to understand that nutrition is just as important as selling training.
7. Production Board
I started a production board where every Trainer's monthly training and supplement goals are posted, along with their current month-to-date production. I update this daily. If the Trainer is projecting over their monthly commitment, their number is written in BLUE. If the Trainer is projecting under their monthly commitment, their number is written in RED. When the Trainer hits their monthly commitment, I write that in GREEN. This really helps create some fun competition between the Trainers, and it helps everyone know who is pulling their weight - and who is slacking. This is great for horizontal accountability.