Game Changer Alert: How Gym Owners Can Outshine Rivals with Exceptional Front Desk Service
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Chapter 1: The Front Desk Dilemma
To begin, I want to clarify that I am not a gym owner. Instead, I have experience as a front desk employee at a gym and am currently a potential customer. With that perspective, I feel compelled to share my observations.
My local gym is facing a significant issue: the front desk service is lacking. Despite being a member for ten months, management has yet to address this problem. The situation is so dire that I have come across numerous negative Yelp reviews highlighting the staff's inadequate performance. Out of respect for the struggling gym, I won’t link to these reviews.
Having visited various gyms over the years, I've consistently noted how crucial the front desk experience is to my overall impression of the facility. You might not realize it, but if you take a moment to reflect, you likely share this sentiment. While front desk staff can enhance a customer’s perception of a gym, unprofessional behavior can have the opposite effect. Here are my suggestions for improving the quality of front desk personnel at gyms:
Section 1.1: Prioritize Customer Service Training
Not long ago, I informed a front desk staff member about a broken rower that I had reported four months ago. When I inquired about its repair status, he responded dismissively, saying, “Look around. A lot of equipment is broken. We’ll get to it.” I can hardly imagine a worse reply. A simple “I don’t know” would have been a more acceptable answer.
Having worked at the front desk of a private gym in Manhattan's Lower East Side during my graduate studies, I understand the importance of proper training. Members at that gym paid $400 monthly, plus additional fees for personal training, which meant that the owners expected a high level of service from the staff.
They instilled a code of conduct that included greeting all customers, refraining from using mobile phones, avoiding frivolous interactions with coworkers, and adhering to a dress code. Unfortunately, my local gym's staff consistently fails to meet these basic expectations, indicating inadequate training and a lack of professionalism.
Section 1.2: Offer Competitive Compensation
One effective way to address poor attitudes among employees is to provide competitive wages. I used to wake up at 4:30 a.m., four days a week, to commute downtown to open a gym by 6 a.m. I would not have remained in that role if I hadn’t been fairly compensated for my time and effort.
Money has always been a significant motivator, as illustrated by The O'Jays' classic hit, "For the Love of Money."
Subsection 1.2.1: Promote Facility Utilization
"Talya, why don’t you use the gym facilities?" my former bodybuilding boss once asked me. I replied, "I have class right after work." He insisted, "We have a state-of-the-art facility. You need to work out tomorrow for at least twenty minutes."
Though I felt exhausted from being a full-time graduate student and waking up early, I eventually began fitting in 20 to 30 minutes of workouts after my shifts. Soon, I became the go-to practice client for aspiring personal trainers at the gym.
This experience not only expanded my knowledge of gym equipment and effective exercises but also demonstrated to early bird clients that the staff was engaged and invested in their work environment.
It’s a rare employee who willingly spends extra time at work without pay; however, it shows customers that the gym is a positive place to be.
Section 1.3: Incentivize Staff Performance
It's no secret that everyone appreciates the chance to earn extra money or win prizes. To improve performance among front desk staff, consider implementing incentive programs. For instance, you could reward employees who sell a specific number of t-shirts, supplements, or beverages with cash bonuses or gift cards.
Keeping a leaderboard can foster friendly competition among staff, and sending company-wide emails recognizing those who receive positive reviews can motivate others to improve.
While these may seem like minor adjustments, they can have a significant impact. It’s important to remember that front desk positions are often transitional roles for individuals in school, between jobs, or seeking extra income.
Typically, employees in these positions may not feel as invested as gym owners would hope. This isn’t a personal affront; it’s simply the reality of the situation. However, the role of front desk staff is critical to a gym's success. Customers have long memories when it comes to poor service, so it’s essential to invest in hiring the best staff available.
Conclusion
Don't overlook the importance of customer service training.
Offer competitive salaries.
Encourage employees to utilize the gym facilities.
Incentivize staff performance.
By implementing these strategies, gym owners can watch negative reviews fade away and enjoy the benefits of a growing customer base.