Is a level one certification and a garage all I need to open a gym?
As an Affiliate owner, I am sure you have heard that one before. You’ve got a warehouse, and people start to join. In some cases it might be that easy, but as your community grows you go from coach to manager. Teaching a squat clean to three people who show up for the five o’clock class is a thing of the past. Now there are billing issues to handle, membership questions to be addressed, and trainers to manage. You’re now providing jobs for your trainers so you need to lead, manage, and develop them into amazing coaches and respectful employees. Wait, was that part of the level one cert? The ease of opening a box gym is amazing, but as an owner you need to prepare yourself to be a great leader and excellent manger.
Gyms cycle through trainers like body builders cycle through steroids. When trainers leave they may go to another gym or open their own and bring “your” clients with them. Frustrating, rude and thoughtless right? Well let’s take a look in the mirror before we blame it all on them. What could you as an owner have done to prevent this in the future? I realize some people want to own their own gym. It’s their dream and passion, but if you implement these systems they won’t open a gym behind your back and steal your clients.
One last thing before I go into the systems you can implement in your business today, I really encourage you to be retrospective in this process. Many people who fall into ownership of a box gym have a passion for fitness and when they end up in the role of CEO it’s difficult, heart wrenching, and can drive a business downhill. Hiring is fun, firing sucks, but having great trainers could turn your small garage gym into a super successful warehouse full of kipping, snatching, and rowing obsessed athletes.
1) Develop a Connection
In Affiliate gyms around the world there is an amazing community. There are many factors that play into developing a strong community, but a huge part is suffering through those intense WODs together. How about a trainer only workout? Offer a prize for the winner, lunch for all or $10 to show up and give it your all. The possibilities are endless, but do not underestimate the importance of going through Cindy as a group of co-workers. It is like your own team building retreat for every WOD.
That’s an easy one; most people might even implement it already, so lets dive deeper. Think about the workplace in a fun and play context. You should be having employee meetings, but are they fun or all business? Are you genuinely trying to develop happiness for your employees? Are they genuinely happy to walk in your box. What drives happiness for them is money, time, sense of commitment, involvement, ownership? Riley Gibson the CEO of Napkin Labs suggests that play helps attract and keep great people. Is it fun for your trainers to come into work? Find out, by taking a survey.
Examples of Developing a Connection:
- Group workouts
- Field trips to other gyms
- Team Meeting/Lunch on you
- Going to a sporting event
- Playing a game in the gym
2) Reward Recognition Program
Do you reward employees who have the most sign ups for the month? How about the best client feedback or most random compliments? You should have recognition programs in place that give employees more then just a pat on the back. From cash to gift cards, keep them happy and motivated to grow and develop in your facility. Come up with a simple set of criteria right now that will be rewarded.
Examples of Reward Recognition Programs:
- An extra 2$ for every person over 10 who shows up for their class
- Sign up 5 people- get a $20 dollar bill/$10 gift card/new water bottle
- Get 5 positive reviews- get a t-shirt/lunch/drink
Then try a reward recognition program for trainers to trainers. Give each person a $40 allowance and every 6 months they must gift the $40 to another employee for a specific favor or act of kindness. “I have 10 trainers that is $800 bucks a year.” The price or prize is not set in stone, adjust accordingly. “Well, what if they just give it to their friends.” This might happen, but the point is they now have a bonus to give to whomever they want. They will take ownership and will greatly appreciate you giving them the opportunity and responsibility.
3) Sense of Ownership
They need to have something that is theirs. They make their own rules and are rewarded for growing and developing. Every trainer usually has a specialty. Find out what it is and ask if they want to develop their own specialty class. If they like to write, get them doing weekly blog posts for the gym. If they like facebook put them in charge of the facebook page. Get creative and give them a sense of ownership in the business. If they grow and develop this part of the business compensate them for a job well done.
This also gives them an opportunity to advance. This is an extremely important aspect to incorporate in any job. Teachers are on a pay scale that goes up each year, realtors get more money for selling more houses, you get more money for each member. If a trainer gets $20 an hour no matter how many people are in class they will hit a ceiling.
A creative way to give a sense of ownership is letting them pick a charity event for the gym to sponsor. It can be local, national or something they are passionate about. Giving back is powerful. Imagine the connection your trainers would develop with your gym and you if you spent money, time and effort fundraising for community events every few months that they are emotionally involved with.
The transition from trainer to leader is not an easy one, but you can make it fun. Hone your craft and try to develop into a manager you would like to work for. Be creative in how you spend your money and reward your employees. Remember it is hard to screw over a friend, but easy to go behind the back of a selfish boss.
Stay tuned for part two of this series. In the meantime leave a comment below and let us know your thoughts on the first three systems.
This blog post was kindly written for us by Geo Rockwell, the owner of CrossFit Mission Gorge in San Diego and founder of Fitrilla.com, where fitness entrepreneurs share their secrets to success. He has his CrossFit level one certification, CrossFit Endurance Certification, ACE Certification, and a Bachelors in Physical Education.