Growing in a competitive market is simple. It isn’t easy, but it is simple, says Anytime Fitness CEO Arthur McColl. With over 30 years of experience in the fitness industry, he shares the three most important principles he uses in business.
1. Obsess about the basics
When I started at Anytime Fitness in November 2015, the business had been growing at breakneck speed. This was fantastic for our bottom line, but we were becoming removed from what really mattered – getting the basics right.
My number one priority was getting the basics right. More than that, my number one priority was obsessing about getting the basics right.
For Anytime Fitness, this boiled down to getting each and every club manager to walk through their clubs, get them cleaned up, ensuring all equipment and supplies were in safe working order and removing all of the out of date/poor-looking marketing materials.
We became more focused on doing club visits and audits and really drove this initiative from the top down.
By continuously driving this message home in all of our internal communications, our club visits and in our statewide meetings, we were able to pull the standards of our clubs up significantly.
In the end, this boiled down not just to having a good strategy, but also having the best execution; we defined our customer proposition and focused relentlessly on landing it properly in our clubs. To me, this has been my most important achievement as CEO of Anytime Fitness.
2. Don’t engage your customer until you engage your team
If you’re not engaged and behind the business, then why would you expect your customer to be?
We have recently launched an online training platform that our staff can access via our intranet, which helps them to understand the basics of our business and how to truly engage in their role and ultimately our prospects and members.
It provides them with the tools to be able to really engage with and understand our business, even when we can’t be face-to-face with them.
3. Stay focused
Success in business doesn’t happen overnight. It is the combination of hard work and determination. Sometimes this combination pays off in spades, other times not.
During those other times, we have remained focused on our goals and not become complacent.
It can be hard to stay motivated and keep pushing at times, but I believe that a sense of pride in your business can only be achieved through being completely focused on where you are headed, and not relying on your past successes as an indication of future success. Our industry is constantly evolving and we’ve had to keep our focus in mind in order to continue our success.
For example, we recently launched Anytime Workouts, a new app that is available to members of Anytime Fitness as part of their membership. Anytime Workouts has so many benefits for our business. Among them, our low-staffing model means we need innovative methods to engage our members and hold them accountable to the results they are hoping to achieve. We’re using this technology to out-care, out-coach and out-connect the competition.
Anytime Workouts is an additional conversion tool for our staff at point of sale, as well as our personal trainers by creating more platforms for one-on-one training options.
For our business, we have found that consistent quality training and more contact points within our clubs not only means more members joining our gyms, but ones that stay for longer – resulting in a higher monthly yield.
Arthur McColl is the CEO of Anytime Fitness.