Fit to Print . Holidays 2019 . Volume 28 Number 4
The Best Gym Experience in the World – Again!
What makes a gym great?
Yes, we are in the gym business so the question always has a particular relevance for us, but especially so at this time of the year. That’s because for the second straight year, Fitness Incentive has been awarded the Operator of the Year by the Customer Engagement Academy (CEA). You may remember me discussing it last year on these very pages, but in case you don’t, let me summarize what this award is based on and what it means.
You may have heard of something called NPS – Net Promoter Score. It is compiled through a single, simple survey question that you have undoubtedly seen in one of our survey emails: How likely are you to recommend Fitness Incentive to someone you know? The responses range from zero to ten, with zero being ‘not likely at all,’ and ten being ‘extremely likely.’ Our NPS score is determined by adding up the supporters (those that score you a 9 or 10) and subtracting the detractors (those scoring you 0 through 6). A great score is typically in the mid-70’s – for example, Apple scores around 75.
It was pretty clear to us that NPS would be a great tool to help us stay ahead of issues and keep track of overall member satisfaction with our services. So we signed up with a company that specializes in NPS for the Fitness Industry, The Retention People (TRP), and started sending the NPS survey—which you have probably seen numerous times— in 2014.
Working with TRP provided us with bench marking for the entire Fitness Industry, as they have over 800 gyms on three continents participating in their NPS surveying. From the very start, FI’s scores were exceptionally high—mid-80’s to low 90’s, while the fitness industry average was about 50! As nice as seeing that score was, the best part of the NPS surveying for us was that it gave you a forum to tell us what you liked and didn’t like about our services. Knowledge of this sort is invaluable, as it gives us insight into what is and isn’t working and what needs our attention. If you know us – and you do – you know that we obsess over every response, particularly the negatives. We want to get it right all the time, impossible though that may be. NPS has helped us to get closer to that goal. In fact, if you look at just the 7’s, 8’s, 9’s and 10’s— the ‘likely’ to ‘extremely likely’ to recommend us segment of the responses—they would represent about 96% of all responses!
Last year, TRP instituted a Customer Engagement Academy (CEA) and determined to give awards to the top Fitness Facilities in their global database of the industry based upon their NPS scores. And. as I proudly mentioned in last year’s article, Fitness Incentive was a big winner, achieving the highest NPS score of any gym of any type in the TRP universe and the designation as their Operator of the Year.
And now we have just learned that we have won the award again for 2019. Once again, we are blown away by this achievement.
Which leads me back to my initial question – what makes a gym great?
There are some things that, while expected, are still required (and surprisingly difficult to find at many gyms) – great equipment, cleanliness, top-notch instructors and trainers, a friendly and engaged desk staff, lots of classes and fitness choices – these all play a part, but none are enough, individually or collectively, to render a gym “great.” After much reflection, I believe it comes down to the gym community – the people – both staff and especially members, like you. The community that comes together inside – and even outside – the four walls that define Fitness Incentive is what makes FI a great gym. There’s a strong commitment to each other as human beings, as thinking, feeling individuals that come together for a common purpose – fitness – and wind up giving and getting so much more from each other. This is what makes a great gym. Hell, it probably makes a great anything! But it is a rare, rare thing to encounter, and an even rarer thing to sustain. Yet here we are, into our 36th year doing what we love, and the connection and commitment of the FI community has never been stronger than it is right now.
I said this last year, and it’s worth repeating:
“This award is about Customer Engagement. That means an ongoing conversation – a relationship that goes far beyond mere membership. What NPS means to us is that the love affair between Fitness Incentive and its members is stronger and deeper than any gym anywhere. Think about that. It’s truly amazing. It’s something we’re incredibly proud of and simultaneously humbled by. We can’t begin to express our gratitude for having so many wonderful people – members and staff alike – all together and working towards the same ends. It’s a privilege, an honor, and a blessing.”
Thank you from the bottom of our hearts. We are incredibly lucky to be able to do something we love and share it with people who appreciate it and love it as much as we do.
It’s Best of Long Island time again. I know, stifle the yawn. If you feel like we deserve it, please take a moment to cast a vote for us on their stunningly convoluted website: https://bestof.longislandpress.com/voting We’re nominated for 3 categories, all under Health and Wellness: Best Gym, Best Nutritionist/Dietitian (Liz Keller of Eat Smart at Fitness Incentive) and Best Waxing Studio (Incentives Organic Spa & Salon). Thank you, again, for your support.
The Gift that Always Fits
And the slogan that just never quits (blame me for that!) You can be sure that anyone on your list that receives a Gift Card for either Fitness Incentive or Incentives Organic Spa & Salon will be thoroughly thrilled and will thereafter hail you as their favorite Secret (or not so secret) Santa. Best of all, we’re open until 3:00 pm on Christmas Eve for your last-minute shopping needs. And if you’re truly looking to score with only seconds on the clock, you can order instant gift cards for both the gym and spa on our website or in the mobile app, even on Christmas day. Fellow procrastinators, our dream is now a reality!
Have a Merry, Wonderful Holiday Season!