NASM: Good to Great
Effective Strategies for Professional Success
By: Fabio Comana, MA., MS. NASM CPT, CES, PES;
NSCA CSCS; ACS< HFS: ACE CPT, HC; CISSN
NASM Faculty Instructor
April 24, 2014
Customer Retention/Referrals
• How many customers have you lost in the past 6 months?
• How do you define and measure your losses?
– Financial?
– Lack of Satisfaction?
– Not Giving you Recommendations?
Do you understand why?
• How many customer referrals have you received?
• Are they your ambassadors?
Session Goals and Outcomes
• Think Differently …
• Examine Existing Methodologies …
• Evaluate New Opportunities …
Awareness
Intention
Planning
Execution
Micro-segmentation: Identify Your Audience
Who do you Serve?
Satisfied
•
22.2 million Americans
adults utilize club
memberships ≥ 100x/year.
o
o
•
4 million American adults
utilize PT.
9 – 17 million American
adults participate in GF
Represents individuals
currently subscribing to, &
renewing your services.
Dissatisfied
•
•
•
Represent part of 28.2 million
Americans adults with
memberships, but visit < 100x/year;
and many adults (% of 243.7
million) not in clubs.
Generally unhappy, frustrated or
disappointed with paid services.
Also represent individuals who
purchased, now no longer utilize
services - see little-no value, yet
seek solutions.
Unsatisfied
•
Met expectations,
but seeking
something more or
different.
Micro-segmentation: Identify Your Audience
Health Club Members
243,735,00
0 Adults in
U.S.
50,400,000
Members
of Health
Clubs
(20.7%)
9 – 17.6 million Group Participants
(5.4 % of Population)
4 million PT Clients
(1.7 % of Population)
Health Club Utilization
12 %
Naysayers
45 - 55 %
Self-directed
28.2 million
Irregular
Users
22.2 million
Regular
Users
8%
Personal Training
33%
Ambivalent
Micro-segmentation: Identify Your Audience
You provide a product that MUST hold value or you are irrelevant.
•
Value of your product (service) is only as good as the importance and
relevance it holds in the customer’s eyes.
Population Distribution
Value of your Product
Innovators (2.5%)
Early and Late Majority (Mass)
(67- 70%)
Laggards (12 – 17%)
Early Adopters (13.5%)
Innovators
•
•
•
Generally unsatisfied; seeking innovative
ideas (Vibram/Nike - 2005) –
revolutionary
Influential (endorsements)
Tech savvy – how will you reach them?
Early Adopters
•
•
See benefits (how it will help
their lives) – evolutionary
Very influential (need a
medium to communicate with
EM/LM
Early / Late Majority
Want evidence of success
(referrals), build relationships.
Success requires 18%
penetration of your target
audience
Questions to Consider:
 20.7 % of adult population belong to health clubs – is fitness
irrelevant?
 Why do only 9.2 % (22.2 million members) use facilities 100x /
year?
 Why do 22% of members cancel their memberships each year?
o 68% are generally dissatisfied.
 We may (think we) understand what people need, but do we
fully understand what they desire?
o Achievement (results)? – Recognition, motivation, experiences?
o IHRSA and SGMA (2012) – Decreasing solo activities / increasing
social activities.
 What barriers limit participation?
o EMT: Energy (fatigue), motivation (lack of), time.
Issues with the Fitness Industry in General:
• Primary: History of taking a directive (tell) approach v. semidirective (ask- empower) approach.
o Isn’t a diet also a directive approach (we tolerate what we accept)
o What are the consequences of such actions?
• Other Considerations:
o Perceptions…
 Exercise vs. movement?
 Exercise as a solution to weight loss?
a. Weight loss = #1 reason for joining clubs.
b. Weight loss = #1 health concern.
o Exercise experiences? (especially with today’s types of programs
(high-work-rate programming) – Biggest Loser?
Is Exercise Enough for Weight Loss?
17,514
kcal/week
Exercise and Caloric Burn in General:
• Average US Male: 195.5 lb. (88.9 Kg)
• Average US Female: 166.2 lb. (75.5 Kg)
12,446
kcal/week
NHANES, 2007- 2010
Average Intake (Male)
2,000 kcal
1,490 kcal
1,150 kcal
1,174 kcal
640 kcal
Need for Weight
Cardio Rx
Res Rx (4x60min; 1- MetCon Res Rx
Loss (weekly)
(4x30min@ 5.5mph) to-2 WR Ratio)
(3x40min; 4-to-1
WR ratio)
Walking
(3x45min@3mph)
Average Intake (Female)
Measure
Men
Women
(195.5 lbs. / 88.9 Kg)
(166.2 lbs. / 75.5 Kg)
Cardio Program:
1,616 kcal
1,373 kcal
 4 x 30 min @ 5 mph
(10.4 % of caloric intake total) (11.0 % of caloric intake total)
Min needed to target 2,000 kcal: Additional 28 minutes a week Additional 55 minutes a week
Weight Training:
 4 x 60 min (1-to-2 work-torecovery ratio)
1,245 kcal
(8.0 % of caloric intake total)
1,057 kcal
(8.5 % of caloric intake total)
Min needed to target 2,000 kcal:
Additional 145 minutes a
week
1,270 kcal
(8.2 % of total caloric intake)
Additional 214 minutes a
week
1,078 kcal
(8.7 % of total caloric intake)
Walking:
692 kcal
 3 x 45 min @ 3 mph
(4.5 % of total caloric intake)
Min needed to target 2,000 kcal:
Additional 255 minutes a
week
Additional 103 minutes a
week
588 kcal
(4.7 % of total caloric intake)
Additional 324 minutes a
week
Metabolic Resistance Circuit:
 Integrated or whole body
 3 x 40 min higher-intensity
(4-to-1 work-to-recovery
ratio)
Min needed to target 2,000 kcal: Additional 69 minutes a week
Adherence?
Are You Concerned?
Self-Efficacy?
Overall Experience?
Physiological
Harm
Appropriate
Experience
Cognitive & Emotional Impact?
Physical Ability?
Psychological
and Emotional
Impact
Results? Quit?
Injury? Purpose?
Harm
Experience
Repetitive trauma
DOMS
Fatigue and Technique
Competency Impression
Immune Response
Decisions – 56.2%
(quitting)
Sport & Exercise-related
Injuries
Injuries in Recreational &
Sports Facilities
Sprain/Strain-type
Injuries
1997
13.4 % of all injuries
11.6 % of all injuries
26.4 % of all injuries
2007
17.9 % of all injuries
15.0 % of all injuries
30.7 % of all injuries
Building Value
Price is only a factor in the absence of value
What is your/your department’s Mission Statement or
statement of purpose?
• Why is this so important ? – your moment of truth (i.e.,
30-sec elevator pitch).
• Hint – think how your tribe can spread your message
via word of mouth?
Task – Paper & Pencil
 92% of consumers trust friends & family above all
other forms of advertising (18 % increase since
2007).
 70% of consumers trust stranger testimonials (15 %
increase since 2007).
Nielson Report, 2011
Give it you your neighbor – read it asking so what??
What does it mean to me – how does it make me feel?
How does that benefit me?
Do I like it, do I desire it, and do I want to buy it now?
• Does it contain dialogue that communicates 3 things:
o What service you provide?
o Why? What does your service mean to customers (i.e., what makes you
or your service / product unique and compelling)?
o Some mention of who you are – to your target audience?
• Does it connect at an Emotional Level (e.g., pain = a key success of
Trigger Point®).
Is it a Purple Cow ?
Building Value
Why
• In describing what you do, do you start (emphasize) from the
outside-in, or inside-out? (The Golden Circle)
How
What
“We make computers using the latest technology to make your life
convenient” – amended from Dell
“In every idea we touch and every product we develop that enhances your life
experiences, we think differently. Why – because that is what matters to you,
so we work relentlessly using technology to achieve that goal. You may not
look at it, but you’ll always feel it – it is our signature and it means everything”
– amended from Apple
• This is a fundamental difference between branding and marketing !!
o Marketing: Creates action/response (i.e., purchase, fulfills needs that achieve
satisfaction) – Cortex (rationale – “what”).
o Branding: Creates reaction - connecting emotionally (i.e., fulfills desires that
build commitment) – limbic system (emotional – “why”).
Maslow’s Hierarchy of Needs
Intangible
SelfActualization
Transformational
Self-Actualization
Esteem
Success
Social / Belonging, Esteem
Social/Belonging
Survival
Physiological / Safety
Safety
Tangible
Physiological
Reference: Chip Conley: Peak
Lower needs MUST be fulfilled before moving upwards
Building Value
Unexpected Payoff – Dopamine increase (e.g., Facebook
Like/Share)
Meet Unrecognized Needs – Creates Evangelism …
Ask
Yourself
Meet Desires – Creates Commitment …
Meet Needs – Creates Satisfaction …
Antenna up, radar on – Ritz Carlton
People don’t know what they want until you show them – Steve Jobs
Hierarchies in Fitness
Employee
Transformational
Customer
Meaning* (calling)
Transformational
Success
Recognition – Advancement
(career)
Success
Survival
Compensation (job)
Survival
Transformation
Care (VIP), Support
Goals, Safety
Too self-focused on bottom of the pyramid
Although money (survival) is important – it is not a primary motivator?
•
•
Dissatisfaction with compensation is a gross de-motivator.
Satisfaction with compensation is not a gross motivator.
Deepest hunger in humans is the desire to be appreciated – William James, philosopher/psychologist
* Meaning at Work – How do you feel about company and company mission statement?
Meaning in Work – How do you feel about your tasks?
Both need to be high….
Compensation is a right – recognition is a gift – Rosabeth Moss Kanter
Transformational
Stage Three
Federal Express
When it Absolutely, Positively
has to be There Overnight
Success
Survival
Stage Two
Enterprise
We’ll Pick You Up
Stage One
Provides solution for those in
need of transportation (when
own cars in for repair).
Are they selling shipping
or piece of mind?
Business Development Stages
•
•
•
•
•
•
•
Stage One – Develop an acceptable product to meet expectations – become
irrelevant.
Stage Two – Develop products in response to addressed needs/desires –
extend lifespan of existing customers.
Stage Three – Innovative and identifying unrecognized needs..
Sony pioneered portable music (Walkman) – why did they not develop the iPod?
ATT owned the phone business – why did they not develop the cell phone?
Avis and Hertz owned rental space – why is Enterprise the big player?
USPS delivered all mail – why is Fed-Ex so successful?
Hierarchies in Business
Apple™
Transformational
Success
Survival
Whole Foods™
Sense you can Achieve Anything Transformational
Hip, Cool, Innovative
Clubhouse / Genius Bar
Quality Products
What is Your Product?
Transformational
Success
Survival
Success
Survival
Sense of Sustainability (planet)
Sense of Community
Fresh and Abundant Food
How do You know?
Self-Actualization – Empowered
(e.g., I become a trainer)
Esteem – Recognition / Show then you Care (external / internal)
Belonging – Member-to-member Connection, Camaraderie (GPT, Group)
Safety – No Injury
Physiological – Weight Loss
Branding
People define themselves through brands
(social acceptance/rejection)
•
Be remarkable / be outrageous sometimes: (UVV – Unique, Valuable
& Visible)
o Create your unique selling proposition (USP) that holds value,
importance and relevance in your customer’s eyes.
o Brands validate identity & self-worth.
Tribe T-shirts, Graduation
 Self-appraisal (looks, knowledge, etc.),
 Self-perception (sense of worth by self and others).
92 % of people who own BMWs rent… do not own.
Building Value
•
Are you listening to your clients (customers) or potential customers?
Exit Surveys – S.W.O.T
•
•
•
Don’t fall into traps – doing things the same way because you think it
works...
Know what is important to your audience (responsive listener) - inquire
/ anticipate future needs – remain relevant!!
Keep existing tribe members (customers) = 6x < expensive than new
ones.
Complacency
Lack of Curiosity
Consistency is good - avoid
repetition.
Pushing boundaries;
explore new
opportunities.
Self-focus
Push our message - forget what is
important to members / clients.
Strengths
Weaknesses
Opportunities
Threats
Be inquisitive
What people think of as the moment of discovery is really the discovery of the right question – Jonas Salk
Conduct Your Own SWOT Analysis
• List 3 key strengths and weaknesses
• List 3 opportunities and weaknesses
o Ask what they wish you could provide – is that a weakness
or opportunity?
• Perform a gap analysis …
Complete this from the perspective of the customer, not yours….
Task – Paper & Pencil
Why do you care?
You need to build, grow and maintain your business… You need their referrals.
You need to listen and be responsive listeners..
Building Value
The one question we all want to know? …..
• Measures intangible customer loyalty and
word-of-mouth opportunities
Score
60 – 80% of
defectors rate
“satisfied’ / “very
satisfied”
1-6
7-8
9 - 10
Detractors (D)
Passive Promoters (PP)
Active Promoters (AP)
Dangerous members – No real loyalty/commitment – perhaps
dissatisfied/unsatisfied
only to your products / programs
Baseline
Expectation
Reality
Meeting Needs
Ambassadors / Sneezers
(raving fans)
Meeting Desires
Meeting
Unrecognized Needs
Net Promoter Score = AP – D
No more than 5 %
Motivational Interviewing
Consistency in your product
•
Starbucks, McDonalds
Personality Indexing
Consistent message
for your Tribe
Members to sneeze
Rapport and Communication
Cardio Power
Functional / Performance
Strength (Power)
Cardio Endurance
Fundamental Strength (Load)
Cardio Base
Foundational Strength
(Stabilization - Volume)
Fitness Industry Landscape
How is our Industry Changing – Shape-shifting:
• Perception of gym MUST change:
o Less intimidation.
o More open space.
o More diverse (and specialized) services.
 Know your niche market - concierge services for upscale clubs
• All-inclusive activities / changing business models:
o Expansion beyond brick-and-mortar – community programs
through club (inside/ outside – e.g., Zumba community).
o Business of the gym MUST change
o Drop-in programs / training v. traditional committed.
o Finite vs. perpetual (pay as you go)
Fitness Industry Landscape
How is our Industry Changing – Shape-shifting:
• Exergaming / Edutainment:
o Do you possess the skills and infrastructure?
o Does this open up additional revenue streams and audiences?
• Embracing / Collaborating / Co-branding with Technology:
o Quantified Self (Mobile Health and Fitness Apps – almost $60
billion by 2017).
o TEDex™ events – use wellness to bridge gap between technology
(which we all use) and fitness.
o Community events – local channels.
Fitness Industry Landscape
Health Trifecta: Aging demographics (55+), obesity & inactivity = health
care costs increasing 7 – 8 % annually.
•
American health care system: $ 2.3 trillion (2006) v. $ 4.1 trillion (2016).
•
$1 out of every $6 spent on obesity-related issues (2030).
Wellness
$300 Billion
(10 years)
Fitness
$26 Billion
(37 years)
Healthcare Costs & Reforms:
 Self-care / Home-care (preventative)
Employers
Paying employees for
+ health outcomes
Insurers
Penalizing unhealthy
employees
Incentives / reimbursements to
companies & individuals - $4 million to
Anytime Fitness (2011)
Coaches
The New Personal Trainer
Personal Training / Teaching
Coaching
2 – 5 hours / week
110 – 115 hours / week
Directive approach
(tell-orientated)
More one-dimensional approach
(emphasize physical/physiological changes)
Semi-directive approach
(ask –orientated, more collaborative)
Multi-dimensional
(psychological, emotional, physical)
(not therapeutic or counseling - change, not cure)
Coaching
People seek a change (outcomes & process), but why won’t / can’t they change?
Fogg Behavioral Model (FBM)
•
Successful behavioral change is a product of 3 factors – motivation, ability & triggers
occurring at same instant.
Trigger(s)
High
DESIRABLE BEHAVIOR
What are we trying to do?
Initiate new/familiar behavior(s)
MOTIVATION
Behavior Activation
Threshold (BAT)
Low
Low
High
ABILITY
Increase existing (desirable)
behavior(s)
Cease existing behavior(s)
Decrease existing (undesirable)
behavior(s)
Building Importance and Relevance
•
•
•
Identify 6 – 10 Core Values (what you hold dear and sacred) using an
inventory sheet.
Score Level of Importance (LI) using 1 – 10 scale.
Score Level of Satisfaction (LS) using 1 – 10 scale.
Value
□
□
□
□
□
□
□
□
□
□
□
□
Physiological Function / Capacity
Physical Environment
Self-management
Money and Financial Wellness
Health and Well-being
Nutrition
Physical Fitness
Stress
Family
Friends
Personal Growth & Development
Emotional Health
Value
□
□
□
□
□
□
□
□
□
□
□
□
Self-esteem
Self-efficacy
Significant Other
Romance & Intimacy
Fun and Recreation
Spirituality
Intellectual Function
Cognitive Function
Social Interaction
Cultural impact
Occupational Satisfaction / Career
Others: _____________________
Interpretation
•
Examine quantitative difference and your Net Aggregate Score (NAS)
o NAS = Total LS – Total LI
 Example: NAS = 25 – 38 = - 13
•
Connect core values to a change process to build importance and relevance
Wellness
10
10
9
9
7
5
4
Health
Sleep
Family
LI
LS
Career
9
Strengthening Commitment to Change
Poor Experience – Reset
Challenges / Rescore
A Systematic Approach:
Set a
Process Goal
Challenge
Evaluate
the
Experience
Try it Once
Score
Score
•
•
•
•
Level of Confidence (1 – 5)
Level of Ability (1 – 5)
Extend the
Finite
Period
Experience (1 – 5)
Likelihood to Sustain (1 – 5)
Evaluate
the
Experience
Try for a
Finite
Period
Score
Score
•
•
•
•
Experience (1 – 5)
Likelihood to Sustain (1 – 5)
Level of Confidence (1 – 5)
Level of Ability (1 – 5)
References and Reading List
1.
2.
Websites: www.IHRSA.org; www.clubsolutionsmagazine.com; www.clubindustry.com
Collins, J, (2001). Good to Great: Why Some Companies Make the Leap... and Others Don't. Harper
Collins, New York, NY.
3. Pendleton, K, (1984). The Consultation: An approach to learning and teaching. Oxford University
Press: Oxford, UK.
4. Conley, C and Hsieh, T (2007). Peak – How great companies get their mojo from Maslow. San
Francisco, CA, Jossey-Bass.
5. Godin, S, (2009). Purple Cow. New York, NY. Portfolio - Penguin Group
6. Godin, S, (2008). Tribes - We need you to lead us. London, UK. Penguin Book
7. Heath, C and Heath, D (2010). Switch – How to Change Things When Change is Hard. New York,
NY: Broadway Books.
8. Moran, B, (2013). The 12-week Year: Get done in 12 weeks what others do in 12 months. Hoboken,
NY. John Wiley & Sons.
9. Reichheld , F (2011). The Ultimate Question 2.0. Boston, MA. Bain & Company.
10. Zaltman, G, (2003). How Customers Think: Essential insights into the mind of the market. Boston,
MA. Harvard Business School Publishing.
11. Moore, J, (2002). Crossing the Chasm. New York, NY. HarperCollins Publishing.
Questions?
Contact Information
• Fabio Comana
– Fabio.comana@nasm.org
Thank You!
For Your
Commitment to Excellence
Additional Professional Opportunities
• We are offering 20% off CPT promo code: FITCPT and
15% off specializations with promo code: FITFEST
• Visit us online at www.nasm.org/credentials for more product information