Objective

• Trainer Development: Every trainer was given the task of choosing one exercise to give members on the gym floor a quick introduction to their specialty

• Member Engagement: Promoted culture, challenge, and community within the Union St. Club

• Drive leads to the Personal Training department with every new introduction

• Drive leads to the up-coming Regeneration Event

Strengths

Pairing membership advisors with trainers to learn how they train and noting important factors such as cues, analogies, and personality

I , advisor, had honed in on finding the right clientele for Darek Hartley after being paired to work together during my first few months as an advisor. My commitment to personal training comes from my own experience training with a PT, and the transformation I went through.

Trainer Strengths

Darek Hartley, Specialty in Athletic Performance and Sports Performance

Darek had honed in on his talent to serve many of the D1 athletes and injured members, resulting in a successful business with a full schedule with high client retention rates and a high first time buyer rate.

Myles Garcia, Specialty in Athletic Performance

I worked closely with Myles to introduce him to the clientele that would fit with his specialty, personality, and availability, based on what I had learned previously with Darek. As he was new to the company and had a marketing degree, he would be a great asset in driving business if given the chance.

Jazmin Garcia, Specialty in Athletic Performance

Jazmin had a very unique background in Data Analytics and Software Engineering along with her specialty in athletic performance.

Pain Points

Union St. was a high-volume club, creating bottlenecks during peak hours, resulting in dissatisfied customers and prospects

Low member engagement to club networking events, reducing community and club culture.

The 4-floor layout created a disconnect within all internal departments including advisors, trainers, and members (customers).

Customers on a weight-loss journey have a hard time finding a trainer due to little exposure to trainer specialty, personality, and availability. These are the 3 reasons customers will not continue with Personal Training, causing low progress in customer fitness goals and a high customer churn rate, resulting in high employee turnover.

Personal Trainers lack development within their specialty and branding, leaving them empty-handed when strategizing lead generation for a target audience.

Opportunities

D1 athletes and tech professionals are a noticeable trend at Equinox Union St.

Providing a way to connect members to several personal trainers at one time without adding a loaded cost to the budget.

Comparative Analysis

Businesses like MindBody's ClassPass provide their members with a low-risk choice when it comes to choosing the appropriate discipline. They offer a trial to test out different boutique gyms to see if they enjoy the culture and experience.

All gyms were negatively impacted during COVID, creating low budgets

High client and employee churn rates have negative impacts on the business. These impacts cause an increase in recruitment, causing financial struggles within the business.

A breakdown of the process and solution can be emailed.