Strategic Planning for Club Owners and Management

Strategic Planning for
Club Owners & General
Managers

Joe Cirulli
President/CEO
jcirulli@ghfc.com

All Successful Businesses Start
With A Strong Foundation

Winning in Competitive Markets
7 Factors that Matter

The Marketplace Fundamentals

Demographics: catchment area,
household income, educational levels

The Marketplace Fundamentals

Demographics: catchment area,
household income, educational levels

Economics: Costs are in line, capital
expenditures are made on a regular
basis

Operational Characteristics

“First movers”


“First movers”
“Fast followers”


“First movers”
Past waves: The Step, Personal
Training, Spinning, Yoga, Tai Chi, Pilates


“First movers”
Past waves: The Step, Personal
Training, Spinning, Yoga, Tai Chi, Pilates

Next Wave? Exercise as Medicine,
Small Group Training, Social Networks,
Community Connections, ???


Network on a regular basis: share
information, trends, challenges and
opportunities.


Network on a regular basis: share
information, trends, challenges and
opportunities.
Team-Builders: people in leadership
roles who are excited about the
business and never accept good
enough as good enough.


Regularly Track Leading Indicators of
Success and Failure: (Critical Numbers)
Program participation, personal training,
daily usage, monthly cancellation, weekly
tours, closing ratios, web site hits, etc.


Regularly Track Leading Indicators of
Success and Failure: (Critical Numbers)
Program participation, personal training,
daily usage, monthly cancellation, weekly
tours, closing ratios, web site hits, etc.

Competition: always on the lookout for
new opportunities to strengthen their
leadership position.

Yearly Competitive Analysis

Who is your competition?


Why do people buy from your
competition?


competition?
Why do they not buy from your
competition?


competition?
Why do they not buy from your
competition?
Why should they switch to you?

Competitive Analysis

What are your critical assumptions
about your competitors?


Could your assumptions be wrong?


Give three examples of what your
competitive environment looks like.


Give three examples of what your
competitive environment looks like.
What are your competitors doing
right?


Name three moves that your
competitors have made in the last three
years.


years.
Name three moves that you have done
to your competitors.


years.
Give two examples of how your
competitors might attack you in the future.


years.
Give two examples of how your
competitors might attack you in the future.
Give two examples of how you might put
your competitors on the defensive in the
next two years.

Monthly Competitive Analysis
Visit Competitors

Visit Competitors
Review Websites

Visit Competitors
Review Websites
Review Advertising and Promotions

Visit Competitors
Review Websites
(Now do the same analysis for all your
POTENTIAL COMPETITORS)

Visit Competitors
Review Websites
(Now do the same analysis for all your
POTENTIAL COMPETITORS)
Connect to as many business groups as
possible to learn what’s happening in the
business arena- new clubs or new companies
coming to town.

The elements of successful strategy

The power our attitude plays in our success

Creating an inspiring vision and mission

Discovering our culture and core values

Uncovering why we exist as a company

Learn how to hire only the right people

And how to create programs that make a team

Then ﬁnd creative ways to reward and keep them

Then ﬁnd creative ways to reward and keep them
How to connect to our current and future members

strategy - a plan of action or policy designed to
achieve a major or overall aim : time to develop a
coherent economic strategy / shifts in marketing
strategy. / the art of planning and directing
overall military operations and movements in a
war or battle. Often contrasted with tactics (see
tactic ). / a plan for such military operations and
movements : non-provocative defense strategies.
ORIGIN early 19th century from French
stratégie, from Greek stratēgia ‘generalship,’
from stratēgos (see stratagem ).

What
Makes a
Strategy
Successful?

Secrets of the World’s
Best Companies

Best Companies

What really works!

Best Companies

What really works!
Harvard Review

18 Elements of Strategic Success

1. Being one of the largest enterprises in the industry

2. Having a well-deﬁned, clearly communicated strategy

3. Being one of the lowest cost enterprises in the industry

4. Embracing and implementing new information
technologies

technologies
5. Consistently meeting customers’ expectations via
superior operational execution

technologies
6. Achieving ﬁnancial engineering expertise

technologies
7. Achieving the most stringent quality levels

technologies
8. Creating a high-performance, high-values culture

technologies
9. Enabling a structure that simpliﬁes working in and with
the organization

10.Delighting customers by exceeding their expectations.

11.Hiring superior talent at all levels.

12.Adopting a balanced scoreboard.

13.Having competent leaders.

14.Driving innovation through the industry.

15.Owning a great brand.

16.Developing a strong mergers & partnerships capability.

17.Being a truly global enterprise

17.Being a truly global enterprise
18.Guaranteeing the quality of the enterprise’s balance
sheet

The 4 plus 2 formula for
Sustained Business Success


1.Being one of the largest enterprises in the industry
4. Embracing and implementing new information technologies
5. Consistently meeting customers’ expectations via superior
operational execution
9. Enabling a structure that simpliﬁes working in and with the
organization

The Four Primary
Management Practices

The Four Primary

1. Strategy

The Four Primary

1. Strategy
2. Execution

The Four Primary

1. Strategy
2. Execution
3. Culture

The Four Primary

1. Strategy
2. Execution
3. Culture
4. Structure

The Four Primary
1. Strategy: Devise and Maintain a Clearly Stated, Focused Strategy

The Four Primary
Value proposition; low price, high quality, high service,
unique programming or features

The Four Primary
Understood by all employees

The Four Primary
Clear to members

The Four Primary
Clear to members
Clear to marketplace

The Four Primary
Clear to members
Frequent customer input

The Four Primary
Clear to members
Sensitive antennae for market trends

The Four Primary
Clear to members
Sensitive antennae for market trends
Growth is focused on the core business

The Four Primary

2. Execution: Develop and Maintain Flawless Operational Execution

The Four Primary

Consistently meet customer expectations

The Four Primary

Strong systems in place

The Four Primary

Front line trained

The Four Primary

Front line trained
Empower front line

The Four Primary

Front line trained
Empower front line
Constant striving to improve

The Four Primary

Front line trained
Empower front line
Aggressive elimination of all excess/waste/errors

The Four Primary

Front line trained
Empower front line
Aggressive elimination of all excess/waste/errors
All employees engaged

The Four Primary

3. Culture: Develop and Maintain a Performance- Oriented Culture

The Four Primary

We are inspired to do our best individually and in teams

The Four Primary

Managers take responsibility for the company’s success

The Four Primary

Front line take responsibility for the company’s success

The Four Primary

Achievement produces meaningful rewards

The Four Primary

Achievement regularly results in praise

The Four Primary

Work is challenging and satisfying to all

The Four Primary

Work is challenging and satisfying to all
Integrity and honesty permeate our behavior

The Four Primary

4. Structure: Build and Maintain a Fast, Flexible Flat Organization

The Four Primary

No redundant layers

The Four Primary

No redundant layers
Fast decision making

The Four Primary

No redundant layers
No silos

The Four Primary

No redundant layers
No silos
Minimal systems and procedures

The Four Primary

No redundant layers
No silos
Best people are closest to the action

The Four Primary

No redundant layers
No silos
Best people are closest to the action
Retain front line stars


10)Delighting customers by exceeding their expectations
11) Hiring superior talent at all levels
12) Adopting a balanced scorecard
13) Having competent leaders
14) Driving innovation through the industry
15) Owning a great brand
16) Developing a strong mergers & partnerships capability
17) Being a truly global enterprise
18) Guaranteeing the quality of the enterprise's balance
sheet

The Four Secondary

The Four Secondary

Talent: hold on to talented employees and ﬁnd
more. Create a deep bench.

The Four Secondary

Leadership: keep leaders & directors committed
to the business.

The Four Secondary

to the business.
Innovation: make innovations that are industry
transforming. Keep turning out innovative
products and services.

The Four Secondary

to the business.
Mergers and Partnerships: make growth happen
with mergers and partnerships. Do relatively small
deals – less than 20 percent of existing size.

The Four Secondary

to the business.
Mergers and Partnerships: make growth happen
with mergers and partnerships. Do relatively small
deals – less than 20 percent of existing size.
4 plus 2

What Shapes Our
ATTITUDE?
ADVERSITY

What Shapes Our
ATTITUDE?
ADVERSITY
HOPE

The Adversity Quotient

Quitters


Campers

Quitters

Climbers

Campers

Quitters


H
o
p
e
Adversity


H
o
p
e
Quitters
Adversity


H
o
p
e

Adversity


H
o
p Campers
e

Adversity

H
o
p
e

Adversity

H
o Climbers
p
e

Adversity

“Circumstance doesn’t make the man,
it reveals him to himself”
Earl Nightengale

The Focus Has To Be On The
Solution:

Solution:

Moving toward what we want to
accomplish....

Solution:

Moving toward what we want to
accomplish....
Not away from what we don’t
want to happen

“Ask the best salesmen what
it takes to be a great
salesman. They will always tell
you that it helps when you
really believe in the product
your selling.”

-Simon Sinek

Driving the Shape of Change

“We’re going on a journey, a place of
great challenge and opportunity, but I
can’t tell you what the terrain is like or
what the climate is, or if it’s hot or
cold, or what the season is at this time
of the year.”

VISION deﬁnes who we are.

MISSION deﬁnes what we need to do to get there.



CORE PURPOSE deﬁnes why we exist.




CULTURE determines how we do things




CULTURE determines how we do things

CORE VALUES set the guidelines that forever
determine the rules we play by

All together they describe the
impact we want our company to
make on our world and it’s the
basis of our Strategy

Knowing Who You Are
Does everyone in your company
really understand what your company
is all about?

Knowing Who You Are
is all about?
What’s your story? How did your
business become a business?

Knowing Who You Are
is all about?
What’s your story? How did your
business become a business?
What was your motivation to start
your company?

What’s Your Story
Moving Forward?

Steps to Creating Your Vision

Dream about what your company can
become with conﬁdence you can attain it.


Focus your concentration of what it takes to
reach it.


reach it.
Be consistent and be persistent.


reach it.
Be consistent and be persistent.
You must have an emotional commitment to
the importance of what you are doing.

Visionary Questions

What is the highest level performance we
can imagine attaining?

Visionary Questions

What is the value of our work to our
community?

Visionary Questions

community?
How hard will it be to accomplish the
vision?

Visionary Questions

community?
How hard will it be to accomplish the
vision?
Filling the Gap

VISION

What will be the story of your company
10 years from now?

VISION

What will be the story of your company
10 years from now?
Write It!

A VISION statement should be:

Brief and memorable.


Inspiring and challenging.


Inspiring and challenging.
Appealing to everyone involved.

MISSION

Your mission is sufﬁcient to achieve your
vision and it will inspire your whole
organization.

MISSION

organization.
Your mission will provide a compelling
reason for your members and community to
contribute to its accomplishment.

MISSION

organization.
Your mission will provide a compelling
reason for your members and community to
contribute to its accomplishment.
You can read it to sixth graders and they
can understand it. It can easily be
remembered.

CORE PURPOSE
Why do we exist? Why? Why? Why?

CORE PURPOSE
Why do we exist? Why? Why? Why?
If we ceased to exist as a company what
would our community lose?

How to Uncover Your Culture

You assemble a key group from your staff.


Have them write down words to describe it


Have them read one idea off their list and
write the idea down on a board. Next person.


Once you have a complete list, a major
discussion begins.


Once you have a complete list, a major
discussion begins.
Reduce the list down to 8 to 9

Core Values

The intrinsic principles your
organization lives by. Values that
never change.

Core Values

The intrinsic principles your
organization lives by. Values that
never change.
Narrow them down to 3 to 4.

Create the Envisioned Future
Write about your company and
all the great things that will
happen to it over time

Create a Document that tells your entire story

GHF Vision

To become known as one of the
best companies for the world!

GHF Mission
To keep Gainesville the healthiest community
in America, one person, one business at a time.

GHF Core Purpose
To create an experience that helps
people get the most out of life, while
inspiring them to become their best.

Our Core Values
Integrity
Hard working

Our Core Values
Integrity
Hard working
Creators of our own future

Our Core Values
Integrity
Hard working
Creators of our own future
Extraordinary commitment
to helping people

Core Value - Integrity

We deﬁne integrity as always doing the
right thing even when no one is looking,
we do not lie, steal, or cheat.

Core Value - Integrity

We deﬁne integrity as always doing the
right thing even when no one is looking,
we do not lie, steal, or cheat.
As Mark Twain said, “When in doubt,
tell the truth.”

Core Value - Hardworking

We give 100% effort to everything we do
and we work until the job gets done

Core Value - Hardworking

We give 100% effort to everything we do
and we work until the job gets done
The mental fortitude required in the high
intensity workout interview sets the tone
for our company

Creating Our Own Future
Our greatest power is the freedom to choose; we decide
what we do, what we think, and where we go


No one can take this power away from us; it is ours alone.
We can do what we want to do, we can be who we want to
be


be

We develop our own future by applying persistence to the
possibilities. Our future is all around us


be


If we seek, we will ﬁnd it. If the door is closed, we must
knock and keeping knocking until it opens. We never give
up


be


If we seek, we will ﬁnd it. If the door is closed, we must
knock and keeping knocking until it opens. We never give
up

Winston Churchill was once asked how history would
remember him. He replied, “History will be kind for I
intend to write it.”

Extraordinary Commitment
to Helping Others

to Helping Others

We offer a consistent level of service
that far exceeds the ordinary

to Helping Others

We offer a consistent level of service
that far exceeds the ordinary
We actively search for ways to
anticipate and accommodate the needs
and wants of our fellow employees,
customers, and community

Culture

Culture is deﬁned as the way we do
things around here. It is the fever
everybody catches when they join
our organization.

A learning & challenging environment
that develops leaders who are:

Responsible: Always accepting responsibility for your behavior,
taking ownership of problems (to solve them), and following
through with all tasks.

Professional: Appropriate communication, manners, physical
appearance/attire.

appearance/attire.
Dedicated: Always going the extra mile.

appearance/attire.
Energetic: Boundless energy, full of life, enthusiastic; positive attitude;
always demonstrating these characteristics, even when you are having
a bad day.

appearance/attire.
a bad day.
Passionate: Strong, unwavering belief in our cause.

appearance/attire.
a bad day.
Passionate: Strong, unwavering belief in our cause.
Fearless: Willing to try something new; making aggressive mistakes –
taking risks through well planned and executed decisions

...Knowledgeable
Educational Opportunities: Available to you!
“War College” to include training in sales, ﬁnance, leadership,
personal development, TQM, operations, marketing,
maintenance, rehab, public speaking, exercise/nutrition, and
personal training.
Initial Training
Pre/Post Shifts
In-House Workshops
Follow-Up Training
Certiﬁcation Sessions (Host)
Community Outreach Programs
Cross-Training

APPRECIATION & REWARD for
EXCEPTIONAL PERFORMANCE

APPRECIATION & REWARD for
EXCEPTIONAL PERFORMANCE
The Eagle Program
Master Instructor Program
Conferences/Seminars/Certiﬁcations
Structured Evaluations/Raises
Monthly continuing education sessions
Advancement opportunities/more responsibility
Employee Fun Calendar
Employee Suggestion Program
Rock All-Star Banquet
Mentor Program

An ENVIRONMENT of TEAMWORK:
Individuals make sacriﬁces for the good of the team.
Mutual trust/respect for co-workers; staff ﬁll in for each
other, sales staff help each other to reach individual
goals (to achieve greater group goal)
One team, better and faster than anybody in the world.
Providing people with the support they need to
contribute, rewarding people for helping each other,
assigning work to ensure interdependency, making you
an integral member of the team.
All staff work toward a common goal/shared
understanding.

My supervisxr txld me that teamwxrk
depends xn the perfxrmance xf every
single persxn xn the team. I ignxred that
idea until my supervisxr shxwed me hxw
the xf fice typewriter perfxrms when just
xne single key is xut xf xrder. All the
xther keys xn yxur typewriter wxrk just
fine except xne, but that xne destrxys
the ef fectiveness xf the typewriter. Nxw
I knxw that even thxugh I am xnly xne
persxn, I am needed if the team is tx
wxrk as a successf ul team shxuld.

CONTINUOUS IMPROVEMENT
Kaizen improvements (small steps or evolutionary
changes toward improvement): development of
zones, scripting for sales team, mandatory group
training for all staff, new rehabilitation treatments.


Breakthrough improvements (major or revolutionary
developments): Gainesville Health and Fitness for Women,
Nautilus/Medx Circuit, low back machine in rehab, ReQuest
Physical Therapy for Women, ReQuest merger with North
Florida Regional Medical Center, EFT payment option, sales
manual/system.


Breakthrough improvements (major or revolutionary
developments): Gainesville Health and Fitness for Women,
Nautilus/Medx Circuit, low back machine in rehab, ReQuest
Physical Therapy for Women, ReQuest merger with North
Florida Regional Medical Center, EFT payment option, sales
manual/system.

Knowing we can always be better.

Sharing Knowledge

We share our knowledge with staff, local
community, and the ﬁtness industry.

Sharing Knowledge

We provide educational seminars, exercise
classes, health fairs, internships, practicum,
and volunteer experiences.

Sharing Knowledge

We provide educational seminars, exercise
classes, health fairs, internships, practicum,
and volunteer experiences.
We also share our knowledge by teaching
health clubs, physical therapists, physicians,
and educators from all over the world to run
a successful business.

Uncommon level of COMMITMENT
to our Physical Environment

Uncommon level of COMMITMENT
to our Physical Environment

We have systems to maintain facilities that
are clean, orderly, and well maintained.
We have a full-time maintenance staff and a
team of over 40 housekeepers
We believe cleanliness is everyone’s job
We have a 24 hour repair deadline on all
equipment
We are ranked as one of the four cleanest
clubs in America

Our Envisioned Future

We will be recognized worldwide as a model company for improving the health of an
entire community and We we’ll make Gainesville the healthiest city in America



We will be recognized as the industry leader in customer service.




We will gain a reputation for developing leaders.





People from all over the world will visit us to learn about best practices.






We will be on the cover of a leading business magazine as one of the best companies in
the world and will be featured in USA Today, Wall Street Journal, Medicine and Science in
Sports and Exercise, Physician and Sports Medicine, Forbes, Fortune, Inc. and
Entrepreneur magazines.







We will also be featured on FOX News, CNN, syndicated shows, and many other
national media outlets for our health and business expertise.








We will develop a center for professional management training where businesses and
universities from all over the world send their staff to learn about our systems.









We will form strategic alliances with local and national organizations.










A best selling book will be written about our business.











We will win a national business award.











We will win local and national business awards.

Notice: Men Wanted for hazardous journey. Small
wages, bitter cold, long months of complete darkness,
constant danger. Safe return doubtful. Honor and
recognition in case of success.

Hiring Team
Select a group of managers, supervisors, leaders
and decision-makers within the company

Hiring Team
Train them in the basic interviewing skills and
techniques

Hiring Team
techniques
Teach them the legal side of hiring (the “can ask”
vs. “can’t ask”)

Hiring Team
techniques
Now teach them how to listen empathetically

Hiring Team
techniques
Now teach them how to listen empathetically
Most importantly teach them how to have fun!

Recruiting

Use Superstar Staff as your best
Recruiters

Recruiting

Recruiters
University Relationships

Recruiting

Recruiters
Host Fitness Workshops and Seminars

Recruiting

Recruiters
Host Job Fairs

Recruiting

Recruiters
Host Job Fairs
Promote from Within

5 Step Interview
Based on Core Values

5 Step Interview

Application- Core Values

5 Step Interview

Group Interview

5 Step Interview

Group Interview
One on One interview

5 Step Interview

Group Interview
Workout Interview

5 Step Interview

Group Interview
Workout Interview
Selection

Evaluating First Impressions
Train Your Front Desk Staff to Evaluate First
Impressions

Impressions

Create a list of items you want your hiring team to
evaluate when someone is turning in an application.
For example:

Impressions

For example:
• Did they have an engaging personality?

Impressions

For example:
• Were they smiling?

Impressions

For example:
• Did they introduce themselves?

Impressions

For example:
• Were they professional?

Impressions

For example:
• What was their attitude?

Impressions

For example:
• What was their attitude?
• Year Commitment? Weekends? Pay?

Group Interview

Group interviews allow you to:

Group Interview

• Put Applicants in an Unrehearsed Situation

Group Interview

• Interact with Other People

Group Interview

• Perform Role-Playing

Group Interview

• Find Out if Applicants Listen to Others. For
example: “Billy, Where did Sally say she was
from?”

Group Interview

• Find Out if Applicants Listen to Others. For
example: “Billy, Where did Sally say she was
from?”
• Determine if Applicant has Our Core Values

Moments of Truth

A moment of truth is any interaction that a
customer has with your organization

Moments of Truth

Having staff that can turn every moment of
truth into a positive experience is critical

Moments of Truth

Having staff that can turn every moment of
truth into a positive experience is critical
The most important way to do this in an
interview setting is have them role-play
situations

One on One Interview - Core Values


Creating Your Own Future


• What have you changed about yourself as a result of
criticism?


criticism?
• What have you been criticized for that you have heard
from more than one source? What have you done to
improve that area?


criticism?
improve that area?
• How will this job help you to reach your long-term goals?


criticism?
improve that area?
• What accomplishments have you made that you are most
proud of?


criticism?
improve that area?
proud of?
• What was the last goal you set for yourself? What was
your action plan to achieve it?


criticism?
improve that area?
proud of?
• What was the last goal you set for yourself? What was
your action plan to achieve it?
• Where do you see yourself ﬁve years from now?


Time Management.


Time Management.
•How do you plan a typical day? Week?


Time Management.
•When was the last time you had to rearrange your schedule for
something unexpected?


Time Management.

Dealing with Challenges


Time Management.

•Explain a recent challenge or obstacle that you faced and how did you
deal with it?


Time Management.

•Explain a recent challenge or obstacle that you faced and how did you
deal with it?
•Have you ever worked toward a goal and not achieved it? How did this
affect you


Extraordinary Commitment to Helping People


• What skills do you think are necessary to work with
people?


people?

• What is the most important? Why?


people?

• What is the customer looking for in a business?


people?

• All in all, when you come to work each day, what is the
one ingredient of your job that gives you the greatest
satisfaction?


people?

satisfaction?

• What most inspires you to do a good job?


people?

satisfaction?

• What most inspires you to do a good job?
• Describe your ideal job.


Handling of Angry Customers.


• Tell me about a time you had an interaction with an angry customer?
Looking back on it now, would you have done anything differently?


• If you were going to train me on handling angry customers, what three
things would you want me to remember?


Eagle Potential


Eagle Potential
• Give an example of a time you went above and beyond to meet the needs
of a customer?


Eagle Potential
of a customer?
• Tell me a time when someone you know has gone above and beyond his
or her call of duty?


Eagle Potential
of a customer?
• Tell me a time when someone you know has gone above and beyond his
or her call of duty?
• Do you believe it is necessary to go above and beyond for your job?

Workout Interview
Earl Nightingale quote (Circumstance...)

Workout Interview
Core value of Hardworking

Workout Interview
• Put them through a HIT workout

Workout Interview
We don’t give up, no matter how tough

Workout Interview
This interview is not about their ﬁtness level,
it’s about their ability to endure a challenging
time

Workout Interview
This interview is not about their ﬁtness level,
it’s about their ability to endure a challenging
time
During the work-out interview, other staff are
watching and evaluating, and they will give you
their impression

CORE VALUE TEST

“The Chair” – Integrity/Helping others/Hard work

CORE VALUE TEST

“The Introduction” - Helping others

CORE VALUE TEST

“The Shadow” - Creating your own Future

CORE VALUE TEST

“Paper on the Floor” - Integrity

CORE VALUE TEST

“Falling door sign” - Integrity/Helping others

CORE VALUE TEST

“Falling door sign” - Integrity/Helping others
Come up with your own

Customer Service Principles
Three Responsibilities of Every Employee


Responsible for the success of the
entire company


entire company
Responsible for the success of every
department


entire company
Responsible for the success of every
department
Responsible for doing their job

Understanding who we are: vision, mission,
core values, culture and core purpose

Priority #1

Priority #1

Perception is reality

Priority #1


Moments of truth

Priority #1


Moments of truth

Emotional bank accounts

Priority #1


Moments of truth

Emotional bank accounts
Goal is to empower our staff

"People are far more persuaded by the depths
of your beliefs and emotions than any amount
of logic or knowledge you possess. People
do not care how much you know until they
know how much you care!"

-Michael LeBoeuf

Socrates Plato Aristotle

How Many Is One?

GHFC ROCK
To Gain and Retain Members

Receptionists
Fitness Instructors Marketing
Kid’s Club Public Relations
Maintenance Advertising
Sales Business Office
Group Exercise ReQuest Physical
Small Group Therapy
Training Zwurly Cafe
Personal Training

!"#$%&'()'")&**)"+%),"-.)/**)0'&%(1)
/2%3&#)/#4$+&) !8%3(46)=&'."F3-8) 96L)M3#-8) =3.6)H*3#6)
/**3("#)5+%.6) !8%3('<)G**3("#) 96##3N6%)@66(6) P3.&)B"%6#F)
/*78"#(")9"#6() !"%3((&)=-H6#F36) 9"&#)=-!&%'8<) ;6'6)I"+$86%'<)
/:&#2&);+%(6%) !"+%'#6<)@&##&8) 9"-6*<#),3-8&%2("#) ,8"#2&);"**&-.)
/:<)=&+*23#) I&#&),">3#("#) 9"6)!3%+**3) ,">)=&%'<#3&.)
/#3(&);6%>'&#3?@6#2%<A) I&##<)!3%+**3) 9"%2&#)5&%%3(8) ,<&#)56&-86%)
/##)=+((6*:&#)) I&E32)BJ@+3**6%) 9+(4#)M&%3#6**3) 0&**<)=&%'<#3&.)
/##),&+*6%("#) I6>>36)B66) H&%6#)!"*6<?!&##"#) 08&Q#)0'6Q&%')
/%3&#&)B+#2) G%3-&),6<6() H&46),+6) 0863*&)C&%2#6%)
5%3&#),+((6**) G%3-&)0:3'8) H<*36)O*("#) 0"#<&)R8":7("#)
!&'8<)083:"#(.<) C3(6**6)B6E<) B3#2&)=-!&+$86<) 0+(&#)=3#'6%)
!8&%*6()C&%%6D) K(&&-)!8&%*6() B<#6D6),3E6%&) S3**)T"%.)
!86%<*)0'6E6#() 9&#)=&'."F3-8) =6$&#),"".)
!8%3();&D"#) 9&#6**6)B&E"36) =6*3((&)B<##)

Eagles versus
Employee of the Month

Eagle Program
Eagle dinner every other month for exceptional
employees

Eagle Program
employees
Eagle comments read at dinner

Eagle Program
employees

Bi-monthly rafﬂe drawing for various prizes:
employees receive one point per Eagle received

Eagle Program
employees

Points can be converted to Eagle Dollars

Eagle Program
employees

Eagle Dollars can be spent on a list of prizes:

Eagle Program
employees

T-Shirts-Personal Training-Paid days off - Eagle
dinner each month for exceptional employees

Eagle Program
employees

T-Shirts-Personal Training-Paid days off - Eagle
dinner each month for exceptional employees
100 Eagles Club – membership for employees with
over 100 eagles - Eagle Pin

Eagles of the Moment

Nominations are placed in The Eagle’s
Nests located throughout the center


When you receive an Eagle nomination
you must call and personally thank the
member who nominated you


When you receive an Eagle nomination
you must call and personally thank the
member who nominated you
Once you have thanked the member,
initial the nomination and return it to
your supervisor or the designated Eagle
Box

Core Purpose: Create an
experience that helps people get
the most out of life

“First of all, I will only leave this company in a body
bag. I was working out one afternoon and a Zumba
class was going on upstairs. As the class ﬁnished I ran
into a long time member named Anne, who is
recovering from cancer. I asked her how she liked the
class and her response was, “When I can dance like I
just did, I know I am cured.”

-Wendy Ackerman

Core Purpose

“When I ﬁrst started to supervise, another ﬂoor
instructor and myself began taking a lot of care with an
elderly couple, Cliff and Lois. They started with very
poor health but after working with them for about six
months, they came to us proud of their doctors
appointment results. We started going to their home
and played board games and talked family and etc. I
guess I will take that with me because the experience
was a great representation of years of work
relationships and results bridging generation gaps with
people who were once strangers.”

-Alonzo Perkins

Core Purpose

“Doug Walker is a member who joined the gym in
September of 2008. When I ﬁrst set Doug up on his
gray card he could barely raise his left hand or smile,
due to a stroke. Watching Doug bust his butt every
Tuesday and Thursday is one of those things that
would motivate anyone not to give up no matter how
crappy their situation. Today not only does Doug walk
around with a huge smile on his face but he has
improved the range of motion to the left side of his
body signiﬁcantly. Doug and I are going 12 rounds in
a boxing ring. He tells me this every day. I believe it.”

-Wlises Mejia

Core Purpose
“During my ﬁrst two semesters, there was a member named Easton
Nelson who came in religiously to work out on a bike. Every time he
walked in we made it like a party, screaming his name and carrying on
conversation. We had plenty of time to talk and get to know each
other quite well. I noticed every time he missed a work out and,
likewise, if I missed a shift he made sure to let me know he had missed
me! Last semester, I had not seen much of Easton. One day, Chris
Akkawi pulled me aside to inform me that Easton has passed away.
Not only did this hit me hard, I found myself crying. However, his
daughter came in to let me know his expierence here is what kept him
alive. It was that moment that I had realized the connection I had
developed with Easton, and the impact he had made on my life and
most likely I on his.”

-Giselle Levy

Core Purpose
“One time as I was coming into work and Lindsay was
coming out, she stopped me and one of the members
that always comes in on her shift to introduce me to
her. Apparently, the woman gets really used to the
receptionists and doesn’t like when shifts change
because she has to get to know everyone again, so
Lindsay wanted her to feel comfortable with the new
shift before she left. Now, every time I greet her by
name she gets excited and it was sweet that Lindsay
wanted to make her feel more comfortable.”

-Jocelyn Richardson

Core Purpose
“Cathy was a member that was getting frustrated
with her workouts when one day I changed her
workout just slightly and now she is losing weight
and really excited about working out. We've built a
friendship and we always see how each other are
doing. When she comes in to workout she tells me
about the new things going on. When I was really
stressed last semester she would always ask how
things were going. It always amazes me when I ﬁnd
myself friends with a complete stranger and we
manage to impact each others lives so greatly.”

-Jordan Barrish

Core Purpose

“Bruce is a member diagnosed with leukemia. He
came in with a mask on in tears to tell us that he
would not be in for a while and really told me how
my interaction with him at the gym impacted his
life. He looked me in the eyes with water beginning
to accumulate and said a simple, “Thank you,
man” and walked out.”
-Chris Richter

Core Purpose

“One Sunday morning a lady came looking to get set up on
the line. She used to be a person who would work out every
day as she was a cycling competitor, until she was unable to
walk due to a car accident. After being in intensive therapy
and almost learning to walk again, she decided to work out
again. After setting her up on the ﬁrst 2 machines, she was in
disbelief that she was doing this again and never thought she
would train again. I then asked her why she didn’t try a
cycling class. She said there was no way for her to be able to
keep up and didn’t think she would be able to use it. I got her
off the line, took her in the aerobics room and set her up on
one of the spin bikes there. I checked back, 5 min later. She
was crying with happiness.”

-Oscar Koeneke

Core Purpose

“This one lady called in because she had worked
something out with Jan about having her handicapped
daughter come work out. She was calling because Jan
had told her to call before her first time coming in.
Well, Jan wasn't here, but luckily I was here when she
spoke with him originally and I told her that everything
would be fine for when she came in. I knew I would still
be here when she got here. When she came in, she saw
my name tag and was said, “I talked to you on the
phone” and she seemed very appreciative that I made
sure everything would be fine for her to come in.”

-Elizabeth Spiwak

Integrity
“A woman came up to the front desk asking if we found
a very expensive necklace she lost that her husband had
just given her as a gift. We didn't have it. The next day
she went to workout at WC, where I was working. I
asked her if she had found her necklace. She was so
surprised and happy that I had remembered her and her
story. She kept telling me how helpful all the front desk
girls are. Plus, she said one of our housekeepers found
the necklace and gave her a call based on the note I left
the team!”

-Kristen Fields

Integrity

“She is one of the most dependable
employees I know. She is always willing to
come in early or stay late. One employee had
to leave a shift early in order to take their
child to the doctor and Takisha worked a
double shift in order to allow the employee to
leave early. She left after her shift a WC and
came to the main center for her second shift
almost immediately.”
-Takisha Holmes

Integrity

“One of the members that usually comes in
during my shift called after she left looking
for a lost wedding ring. Richter and I fought
over who would have to dig through the trash
for the ring and luckily Chris found it "near"
the top!”
-Devan Keane

Integrity

“One night a few weeks ago, a couple came up to the desk saying that
their keys weren't in the cubby. I told them that this unfortunately
does happen and that I was sure that whomever took them would
realize they were not their keys and return them. They said they
really needed the keys, not to drive home because they had a spare,
but because the keys to their business were on the keychain. The
couple waited around for a good 30 minutes but no one returned
them. I told the couple to leave their name and number and that
when they were turned in I would be sure to give them a call. Well of
course after the couple left the member that had accidently taken
them brought them up to the front desk emphatically apologizing for
the mistake. I called the couple and they came back to get their keys.
They were so grateful for me calling them. Now, every night when
they come in they are always really glad to see me and I tease them
about making sure they have their keys!”

-Taylor Soraci

to Helping Others

“Of the many things I have learned working at GHF, the one that will
always be in my mind is the company's commitment to helping others.
I met the Kohler family about 3 years ago when I began working in
the Kids Club. I would keep Ginger and Parker in the K.C. as well as
at their house whenever their parents needed a night off. On two
occasions outside of GHF I have noticed the same family and that
they needed my help. I helped Fitz comfort Parker as a table fell on
him at a restaurant near the Women’s Center and also watched her
kids after she got into a car accident on Newberry Road. I think of
our members as close friends and ﬁnd myself looking out for them
even when I'm not working.”

-Shanno Dukes

Hardworking

Courtney Hannah is the happiest person I have
ever met. She is always laughing, and her happiness
is very contagious. Also, she loves her job and is
great at it. on many occasions I have seen her just
go and clean the smallest/most seemingly
insigniﬁcant things even as a supervisor. She
doesn’t try to pawn off work on others, she gets
down in the trenches and helps everyone out.

Hardworking

“Alonzo has a member who comes in everyday during
his shift. The member is wheelchair bound. She has
always been told that she couldn’t do certain
machines, because of her disabilities. So Alonzo picks
her up and puts her on machines, and after she is done
picks her back up and puts her into her wheelchair. He
makes her a speciﬁc workout and changes it around
when needed. I feel like this shows what it means to go
above and beyond hard work, and to have an
extraordinary commitment to helping others!”

- Jeff Finch

Hardworking

Durrel Flintroy reprogrammed the MLR
room key pads for each individual locker in
order to ﬁt the new keys. This was a
daunting task and one that required a lot of
patience and diligent work ethic.

Hardworking

Sam Knowles spent 30 minutes looking through
each individual locker with Adrian in the MLR
for a set of keys. The member had fallen in the
shower and his wife was waiting anxiously to
obtain the keys in order to drive to the hospital
where he was taken by ambulance. Sam worked
hard and kept checking-in with her to assure
her that they were close but still looking and
should be done soon. The wife was very pleased
and appreciative.


“Many of our employees come in as young students,
often not knowing what they want to do in life, what
their strengths are, or what they may be good at. To
be able to mentor them, guide them, and help them
grow not only as employees, but as individuals, often
leaving with a better sense of who they are and where
they want to go from here is very rewarding. GHFC
can prepare people for life after the gym for those
who take advantage of it.”

- Ryan Beacher


“Through the leadership and observation of
those above me here- Joe, Shawn, Jan- I have
been able to maintain and grow a business of
my own that probably would have failed had
I not learned and had the ability to see many
of the things I have here. This I will always
remember because it'll be what I do when
leaving here.”
-Ryan Beacher


“Over at Tioga there are a lot of members who
come in regularly so we’re always talking and
there is one member who is a nursing teacher at
UF. One day we were talking about school and
my major (nursing) ever since then he always asks
me about school and offered my help if I even
wanted to get into the UF nursing program. It’s
really nice to know that people really do care.”
-Brittany Whitcraft


Andrea Rosario, who worked as a Kid’s Club
attendant is now working as a personal nanny/
assistant tutor to a family with TWO children
with Down syndrome, one of which also has
Autism. She has taken her knowledge from school,
and used that with her experience working with
those and other children in the Kids Club to now
be an integral part of those children’s lives.

Strategic Planning for Club Owners and Management

Strategic Planning for Club Owners and Management

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (20)

Similar to Strategic Planning for Club Owners and Management

Similar to Strategic Planning for Club Owners and Management (20)

Recently uploaded

Recently uploaded (20)

Strategic Planning for Club Owners and Management

Editor's Notes