Locker Room Products: Page 94

Changing Areas

Turning locker rooms from dull ancillary spaces into revenue-generators involves employing strategies that require as much common sense as they do imagination.

The Rothwell Club at the University of Missouri Student Recreation Complex

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Optimizing Front Desk Performance

Facility management software is indispensable to a high-performance fitness center. Member management is one of a fitness center's most vital functions. The front desk is the hub of member management, and an optimal computer software system is crucial for check-in, tracking payments and attendance, scheduling, security and employee management. "Keeping track of this information is critical, and can be used to generate reports to help with sales, retention and facility programming," says Valdez.The front desk also has a powerful effect on service. "Front desk personnel are the first touchstone in greeting members, and are key toward setting the stage for the overall member experience during that visit to the club," says Steven R. Ruth, director of sales for Aphelion Fitness Management Software, Houston, Texas. Front desk personnel are responsible for accurately and efficiently checking in members and guests, for assuring that all who enter the fitness center are on current account status, for personally greeting each member, and for acting as a first resource of information for products, services and facilities. "But the most important thing that good front desk personnel do is deliver a personalized greeting to each member," says Ruth.Training"We provide more than just training on how to use software; we teach our clients how they can apply the software applications to manage the day-to-day operations of their facility," says Valdez. For the first 90 days upon signing up with ASF, facility owners and key staff members go through ASF's Core Training Program one-on-one with a certified ASF Training Specialist. A different feature of the software is presented at each session based on the business needs of the facility. Clients can call if they have questions or need help with any of the applications. Training is via phone and Internet sessions, and is complimentary to all clients.To fully use the management software, front desk staff needs at least some computer literacy. "One of the biggest things when it comes to training is how fluent somebody is in using any kind of computer system," says Nelson. Sound computer skills enable interactive training. Affiliated dials into the client's system and goes through and sets up everything -- from point-of-sale to contract templates and scheduling of items. "We can go in just like we are sitting there with them, and walk them through the configuration of their entire facility," says Nelson. There are also online manuals and documentation for reference.Through training, fitness center management can see an increased return on their investment in management software. "Effective training increases the confidence of all of the club's staff, and allows for much more effective utilization of the software," says Ruth. "Training is so important to us that we have extended our Client Care to 24 hours per day, five days per week." Aphelion clients can speak to staff, participate in telephone training, structured online classes and training at the Houston headquarters, or participate in an Aphelion University two-day program held throughout the United States.BackupAffiliated can write backup files across the network onto floppy drives, CDs or DVDs, and even tape. Clients can also schedule their own backups, and there is an assistant scheduler to do that during the evening hours or off times. "Affiliated gives them quite a few methods, and [they] have options where the software will remind them to back up if they are not doing it on a regular basis," says Nelson. The software also performs other internal backups automatically.EnhancementsASF receives feedback from clients on how existing programs can be enhanced, or on new features that could help them run their business better. "These are evaluated, with ideas that make sense incorporated into the program," says Valdez. ASF also gets inquiries about customization of the software to suit specific needs. "The reporting features are the easiest functions for us to tailor to a specific company; a few tweaks can give clients what they are looking for."Aphelion adds new features to its software on a daily basis through a team of 10 product developers. These are disseminated to the field immediately in the case of Internet versions of the software, and are distributed in a compilation CD to desktop edition users three times each year. Says Ruth, "We take to heart the direction we receive [from our clients]." New product features are implemented quickly, and then individual fitness centers can determine whether the features suit their needs and turn them on or off as desired.Good management software can aid security by popping up photos of members as they check in, verifying that the member and person present are in fact the same person. "Access control capabilities can also be implemented to allow member access on a restricted basis to those entitled to certain facilities," says Ruth. For example, a swimming pool may have a gated entrance that allows only those above a certain age to gain access. A locker room facility can allow only those of the correct gender to enter that locker room. In the case of 24-hour facilities, where they often operate in an unattended mode during non-peak hours, access can be granted only to those who meet stated membership-type restrictions.Nelson says that one of the problem areas in fitness centers is guest pass abuse. Facilities will send out 30-day passes or a one-week pass in the mail, and will have people trying to scam them, often moving from one location to the next. With video imaging, though, you have a positive ID on everybody, for all your facilities. "Instead of trying to file a paper log or go by a name, if somebody comes back a month later to use a one-week pass, boom, you can pull them up and view their picture. That is probably one of the best ways to have positive ID besides [a thumbprint]."Crucially, the front desk information system alerts staff about membership status. "If members are late on their payment, or their membership is about to expire, your staff will be aware of this right at check-in, and can address this on the spot," says Nelson. Full information on correspondence between members and facility staff or members and your billing company is available at your fingertips."This center of information is also invaluable to your club's marketing efforts," says Nelson. You can generate letters, direct mail pieces and emails to your customers based on attendance, usage or any other criteria you have elected to enter and keep track of in the system.ASF InternationalAttendance control with image capture and/or fingerprint scanning. These features are unique to each member and are great tools for keeping non-members out and for determining the status of current and expired members' accounts.Contract entry. Easy way to enter new sales into the system. All information entered at the fitness center is uploaded to ASF offices and stored in its database.Affiliated Acceptance Corp.Online/remote access. This is a tool for employee communication. It allows facility owners to communicate with all their employees as they log in during the day, or send pop-up messages to them from the corporate office. Fitness center owners can log in and view what an employee is doing on their terminal, improving security. Also, it enables amanager to correct any errors an employee might make, or provide on-the-spot training.Personal training. The personal training application enables managers to track the number of sessions available and "no shows," view a member's personal training session information upon check-in and receive notification of sessions used. Users can assign members to specific trainers, view and print a training history for each member, and set trainer session rates and sales commission percentages.Point of sale. The point of sale application handles all retail/pro shop sales and inventory management. Managers can easily make and record sales for both members and non-members.AphelionFront counter module. The front counter module handles all of the requirements for the fitness center's front counter and pro shop areas. The front desk system includes proshop sales, member check-in, an employee time clock, scheduling calendars and class tracking.Personal training. The personal training module sells, tracks, commissions and counts-down each training session as it is used.Scheduling. The scheduling calendars allow staff to schedule any activity or group in the fitness center. Managers can schedule staff members, trainers, courts, tanning beds or other items. They can create calendars for all sorts of uses, each with its own start and stop time, and print calendars of events, activities or employee schedules.

Keeping the Germs Away

You can develop a three-pronged approach to create a cleaner workout environment for your members. Cleaning your facilityMember rules and policies* If a towel service is not provided, require members to supply their own towels to 1) serve as a barrier between them and the equipment, and 2) use to wipe down the equipment after use.* Instruct members to wash hands before working out and after using the bathroom.Educate members*Use one side of their towel face down on all the equipment at all times, keeping the clean side face up for direct contact.* Always wear flip-flops in the shower, wash and dry their feet thoroughly, and use anti-fungal powder, if necessary.Using the proper cleaning supplies is an important consideration, especially when it will be used by your members. Some members may be hesitant to use a product that they deem might be toxic. Make sure you use non-toxic products, and keep MSDS (material data safety sheets) of each product on file for your members to view.

Convenience Equals Profits

Fitness Solutions serves as both a fitness center and a large training studio.The facility was designed as a dual profit center. It serves as both a fitness center and a large training studio. Two trainers work as independent contractors, paying Roberts a percentage of their earnings. Says Roberts, "We are the three most experienced trainers in the region, with more than 52 years combined. ... Together, we [have] approximately 60 training sessions a week."These members appreciate the extra amenities offered at Fitness Solutions. There are fresh flowers, organic lavender bodywash, hypoallergenic lotion and natural ginger candies in the women's locker room, and natural shaving cream and lotion, and disposable razors in the men's locker room. Other amenities include Cardio Theater, commercial-free digital music (classic rock, upbeat blues, oldies), a daily local newspaper and many magazines.Fitness Solutions' member convenience, personal training program, extra amenities and environmentally conscious approach have all added up to one thing: success and profit. Says Roberts, "The gym has paid for itself in under three years, including all of the equipment. How many clubs can say that?

Imagine Today the Impact on Rec of Tomorrow's Tech

It's a typical morning at the recreation center of the not-too-distant future. At 6 a.m., a man approaches the center's entrance scanner. The door opens immediately because the scanner reads the computer chip implanted in the man's arm, identifying him as a member. Inside, he is greeted warmly by a robot: "Good morning, Mr. Allen. We missed you last week. Follow me, please." Mr. Allen is off to the locker room.

Photo of computerized woman doing aerobics

Don't Be Floored by Flooring

Use the following guidelines to help you choose the right flooring for your fitness center. DIN standardsThe type of flooring you choose is critical to the success of the activities you hold. For instance, basketball floors need less shock absorption so the balls can bounce, but group exercise floors need to be slightly softer to take more impact. The wood surface area may look the same, but what's underneath is completely different.Flooring manufacturers will install the floor for you, and this is always a smart move if you can fit it into your budget. Many flooring companies, for instance, will not honor a warranty if it can be proven that the flooring was not installed properly, or the subfloor was not prepared properly. Depending on the type of flooring, installation is a huge job.Chase also says that the subfloor should be level, with no dips, and that the building's foundation should be structurally sound.Moisture is a big issue for flooring, because humidity levels can play havoc with a floor's stability. Summertime's heat can cause floors to expand or buckle, and winter dryness can cause floors to separate. Remember, it is not the outside humidity that is the real problem, but the inside. Put a bunch of sweaty people into a room and the humidity level will surely change. Chase recommends a year-round humidity level of 40 to 60 percent, with no significant swings. A humidifier and dehumidifier can prevent swings. Remember, if your floors buckle or separate due to your building's humidity, the expense for repair falls upon you.Sohow do you decide what type of flooring to put where? One way is to check out some high-end fitness centers in your area to see what those with a bigger budget chose. Decide what you like and why, and then talk to flooring suppliers to find out what might work for you.Wood provides traction, and the pocket of air underneath floating wood floors protects the body's joints. However, hardwood floors are expensive and challenging to lay, and Lowell suggests purchasing your wood flooring from a company that has expert installers.Randy Meyer, national sales manager of Magnum Fitness Systems, South Milwaukee, Wis., echoes that sentiment: "From my experience, many people incorrectly try to save money on flooring by choosing carpeting, but it just doesn't [last long.] Plus, it's not that inexpensive. You can pay three times the price with carpeting than you would with rolled rubber flooring."Many types of flooring for the locker room are easy to install because they consist of interlocking tiles. Lee Dees, president and CEO of Kendall Products, does not recommend using tiles individually, but rather in sufficient quantities so that it is safe. "A 1-by-1-foot square weighs only 1 pound, but an 8-by-12-foot section, for instance, weighs over 100 pounds, and will stay stable," says Dees.Making a good first impressionPlanning is the keyLastly, have fun with your floors! With so many companies offering so many options in colors, surfaces and prices, you can make a great statement and set your facility apart from the rest.

Guidelines for a Fitness Center Spa

A basic list of often-forgotten, but critically important, guidelines to starting a spa. Provide a "protected" environmentConcentrate on basic spa servicesMake treatment rooms flexible and accessibleAlso, successful fitness center spas get only about half of their gross revenue from members. The balance comes from non-members. Those patrons need to feel that they are not invading an "off-limits" area to get to their appointment -- especially for their first two or three appointments. (After that, they're probably seriously considering membership in your fitness center.)Unlike fitness, spa is not a self-service experience for your members -- each service is given by a staff person. Spa services (especially massage) are strenuous for the "giver," so staff need a place where they can get off their feet to stay fresh and motivated.The greatest operational cost in spas is labor. You can keep your labor costs down during slow periods by adjusting your schedule, but you cannot pull additional treatment rooms out of thin air when you need them at peak demand times -- usually Thursday through Sunday.Each hour that a spa treatment room is in use will generate 10 to 12 pounds of soiled linen. Make sure you have enough linen (sheets, pillow cases, robes and towels) to keep the spa going, and that your laundry operation can keep up with it. Remember also that non-member traffic will need access to lockers and showers. You'll also need additional phone lines (virtually all spa services require an appointment), storage space (spa supplies and spa retail inventory) and a work room for therapists (a kitchen-like room for prep work and cleaning up).Too frequently, fitness center owners decide to contract with a few independent massage therapists and have them on call if members request services. They do this because they want to make money, but don't want the management headaches associated with hiring and managing spa employees. Predictably, such operations fall well short of their profit potential.

Inspecting for Safety and Retention

A regular, thorough inspection of your fitness center will improve safety, usability and member retention. New York Health & Racquet Club inspectionsNYHRC uses a 10-point checklist that covers all areas of the facility, from the exterior to the locker rooms, pool, equipment, cleanliness, and appearance and attitude of the staff. Jeff Bodnar, director of operations, says he also inspects for operational issues such as daily payroll completion, proper promotional signage hung, etc. Health department regulations are also tracked on a checklist (a list that highlights the major components of the Health Department's inspection to ensure safe operation of the establishment).Finally, the general manager inspects the facility again using the same walk-through checklist. The fitness center is also "walked" each hour by one of the MODs to ensure that everything is in order. If an incident/accident is reported, the checklists from these days are attached to the incident report.Stephen S. Roma, chief operating officer, WOW! Work Out World!, Brick, N.J.,says the chain has a set of inspections for every system in the facility.WOW! inspections focus on the following key aspects: cleanliness, maintenance, sales tours, member and prospect greetings, group fitness classes, fitness assessments and personal training appointments. Some inspections are carried out hourly, some daily, some weekly and some monthly.Objectives of inspectionsRoma adds that inspections are performed in an effort to compare against benchmarks and to give feedback to the appropriate staff person.A further benefit of a sound inspection system is that it can prolong the life of equipment. Any problems or maintenance needs can be spotted and dealt with early on before they have a chance to worsen. Early identification of a leak in a room, for instance, could save thousands of dollars worth of repairs, and forego extended downtime.Inspection tipsThe inspectors. Inspections can be conducted by personnel from different levels of the organization. A supervisor may carry out a facility-wide inspection, as can the general manager. Different people are likely to identify different issues, so your chances of catching all problems will increase with each different inspector.There are other important sources of information to ensure a facility is well-inspected. Fitness centers should always have an open line of communication between the members, staff and management. This occurs through casual conversations and management being present and available. Some form of suggestion box can also be effective for members who are reluctant to approach a manager with their concerns.Mystery shoppers can offer fresh insights from the user's perspective. "It's always great to have an inspection occurring when no one really knows about it," says Roma from WOW!. "This particular element of being inspected and not knowing it is the real value for us. It keeps everyone moving in the right direction, even when it appears as though a superior is not watching."Bodnar provides an example of how "familiarity blindness" can lead to management overlooking problems. "I had managed a mid-town club for a-year-and-a-half," he remembers. "One of the doors leading to our pool area had a 'push' sign on it. For 18 months, I had been pulling the door to open it.... I had never bothered to notice the sign that said 'push' until I received a note from my mystery shopper that the signs were reversed. I sheepishly changed the signs that day."Use your fitness center. There is no better way to identify problems than by using the facility yourself. Work out there, and encourage your staff members to do the same before or after their shifts. "You won't be able to tell that the window sill by the leg press is dusty unless you get on the leg press machine that is blocking the path to the window," says Bodnar. "You will be amazed at what you see and experience when you are on your equipment for 10 minutes rather than just quickly walking by it."Do not rely on memory. In a large fitness center on a thorough walk-through, you could easily identify 30 minor and major issues that need to be dealt with. Relying on memory, you may remember 20 to 25 of them. Those forgotten could be just the ones members stumble upon, opening the floodgates to dissatisfaction, injury and litigation.Inspection is only as useful as the action that follows. You can inspect continuously, but if no action results from your inspection, your efforts have been wasted. "I can ensure that the problems found on the checklist are dealt with in a timely fashion, because I personally walk each club, each week," says Bodnar. At NYHRC, part of each general manager's and assistant manager's compensation plan is a checklist bonus. "The managers will get a list from me of any deficiencies I find, and if these deficiencies are glaring, they will miss their checklist bonus that week," says Bodnar. "It is a very effective way to ensure that the managers have a stake in the cleanliness and smooth operation of the club on a daily basis," he says.Final tipsListen to members. Often, a user will be the first person to spot or experience a problem with your facility, so make sure you talk to them. When talking with members, besides asking how their workout is going, ask if everything is working fine on the equipment or in the locker room. It can be challenging to get bonafide feedback from customers because they feel uncomfortable. WOW! uses anonymous online surveys, which Roma says are revealing: "The key question on our survey that appears to correlate most with future business with that customer is, 'Would you recommend WOW! to a friend?'"Positives and negatives. Inspection, like all good forms of criticism, should identify both the positive and negative. Inspections can be used to identify positives -- for instance, happy members or great service from a staff member. Roma says inspections are what enable employees to grow and develop, as well as create opportunities for praise and correction. "Inspections combined with feedback are what all employees want, but would never actually admit to," he adds.

Safety & Security

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Family Planning

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