Here’s Real-Life Lesson # 2,626 that I learned during 40 years as a football coach and two decades as a college law enforcement professor/program coordinator that became our primary survival strategy at X Fitness – Protect the Investment. It’s a transferable lesson that became our governing principle in the X Fitness Business System. I learned the power and significance of that lesson long before I started X Fitness from scratch over 15 years ago – nothing is more important than protecting customer investment in your organization financially, psychologically, physically, intellectually, emotionally, and spiritually. Every person who joins your organization will make multi-dimensional investments in your organization. They invest money in addition to mind, body, and soul. There is no greater offence and no greater disrespect that threatens your gym business than wasting customer investment.
Protecting the investment is a practice directly connected to the X Fitness approach to customer relations. We never have and never will subscribe to the common belief that the customer is always right. We have been blessed for over 15 years – 98.6% of our customers have been right and only 1.4% have not been right. We believe that the customer is not always right, especially when they threaten customer investment by contaminating the X Fitness environment that is the heart and soul of our gym.
The 1.4% who have not been right were kicked out. They had their memberships terminated. The reasons were: (i) criminal acts. (ii) verbal abuse of members and gym staff (iii) trespassing – entering the gym without a membership during unstaffed hours. We have a zero tolerance policy for all three types of misconduct. The policy is written in each membership form. Each eviction occurred lawfully and without consequence.
Our customer is not always right has saved our gym several times from decline because each incident cleaned our environment. Our gym members expect a SAFE PLACE – physically, psychologically, and spiritually. They expect a safe place for body, mind, and soul. This article focuses on one way of building a safe place – clean the environment. Climate control. Building a clean environment is easier said than done. It doesn’t just happen. It takes continuous heavy lifting. Beware of climate change from a lifting climate to a depressing climate that threatens customer investment. It can kill your business.
Every case of banning offenders has been a case of addition by subtraction. By subtracting toxic behaviour and subtracting the accompanying gym membership income, we added more income by additional customer retention and recruitment. Nothing spreads faster or farther than positive word-of-mouth about gym credibility – about keeping promises regarding gym safety and about clean environment that protects customer investment. Conversely, nothing damages business more than negative word-of-mouth regarding customer dissatisfaction caused by a toxic environment that disrespects customer investment.
Gyms attract the widest range of character – good and bad. When I started working out in 1969, the gym industry had a horrible reputation – a damaged brand. When I was a police officer between 1975-90, I discovered that the collective general gym reputation worsened. Brand deficiency of the gym industry has been one of our top ten competitors. Potential customers still are suspicious of gyms in 2017. A clean environment has been our solution and main reason for surviving over 15 years as an underdog – as a startup independent gym in a low-income community.
The customer is right as long as the customer protects other customers’ investment. We have committed to a clean environment at X Fitness. We report every crime to the police, major or minor, Preventing liability is a top priority at X Fitness. Negligence will kill your business. Our primary objective at X Fitness always has been and always will be to Protect the Investment. No other goal is more important that protecting the customer’s investment.
The fitness industry is a tough business. Never stop learning. Stop learning, stop earning. Be a life-long learner. Commit to continuing education. Read, watch, listen. The intellectual pump is as important as the physical pump. X Fitness is committed to lift through Blunt Talk Podcast. We have had a number of fitness professionals as guests. Each episode is free, permanently archived. Each guest is a soul-lifter. Please visit Blunt Talk Podcast compliments of X Fitness at: www.ginoarcaro.com or www.xfitness.ca or http://blunttalk.libsyn.com/
X Fitness and Blunt Talk Podcast are committed to lift. There’s enough depressing news. We won’t contribute to it. Our 141 guests are guaranteed to lift.
Blessings & all good things.