club management 101: leading your club to success
TRANSCRIPT
Welcome to IHRSA 2015
Club Management 101: Leading Your Club to
Success
“The real voyage of discovery is not in seeking new landscapes but in having new eyes.” Marcel Proust
Don’t tell customers what you do. Tell them what you do for them. Let your message speak to your target audience.
• Example: “ABC Club has 35,000 square fee of state of the art equipment, sauna, steam room, etc… Join us.”
• Versus: “ABC Club can help YOU prolong your life, and the quality of that life by helping YOU improve your fitness, wellness and overall health. Start today and feel better tomorrow!”
Always remember you’re
unique… Just like everyone else.
Are you going to be a niche boutique facility?
Are you going to meet the needs of many by providing a larger facility with an assortment of product and services?
What age group are you targeting?
Are you targeting male, female or both?
What is your pricing model?
?’s
Each customer is different. As club owners and managers you have to decide whom
you are targeting within your demographic and what services that target market will
require and want.
http://www.city-data.com
http://www.city-data.com
Know what you do, for whom and what benefit you provide.
• Create an experience
• Solve a Problem
• Serve
• Create an opportunity
• Inspire • Connect – CommUNITY
Do the right thing and the right thing will happen!
Ideas
TRUST
LOYALTY
RESPECT
Create the organizational structure for your
business. The structure of your organization is the foundation that supports everything that
you will do in your business.
The only goal of the foundation is to support the core functions of your business.
• Define the core functions of your business that support your business.
• Once defined, hire the appropriate staff with the skillset to perform those functions.
What are some core functions? • Business strategy and development• Processing contracts and managing database• Customer relations and sales• Greet and welcome members • Event planning and execution • Clean the equipment and floors
What are the core roles?• General Manager, Assistant Manager,
Marketing, Membership Director, Sales Staff, Activities Director, Front Desk Staff, Childcare Staff, Housekeeping
All roles must support the organizations core functions.
Nick President/Owner
KathyAquatics Mngr
RichRacquet Mngr
JonYouth Activities
ColeMarketing
JennGeneral Manager
TomAsst. Manager
What role do the people play in your organization?
“You can’t build your reputation on what you are going to do.” Henry Ford
• In a fight, culture will beat strategy hands down!
• Create your company’s culture to support your strategy.
• Align the culture to drive the strategy.
• Choosing what to do and what not to do equals strategy.
• Strategy is only as good as the ability to implement it.
• Strategy is an executable road map which supports measurable objectives and is supported by tactics, related to roles and responsibilities for your team.
Things to Consider
Key ingredients to building culture
Leaders
Good leaders look for followers. Great leaders develop other leaders!
Key ingredients to building culture
Vision
A unified vision of what could be fueled by a
passion to make it happen!
Key ingredients to building culture
Expectation
The team knows and understands what is
expected of them and the services and product they
provide.
“There is nothing more powerful in an organization than having all employees rowing fiercely in the same
direction.” Brent Gleeson, Forbes Magazine, October 2, 2013
Define your company’s core values then demonstrate them
L = LoyaltyE = EnthusiasmI = IntegrityS = Strong work ethicU= Unity R = ResponsibleE = Excellence
Keys to building culture
Hire good people and let them do their job.
Develop them into a team of doers and thinkers; give your
team some freedom by empowering them.
Ask the question before the question
Examples:1. How can I get my team to engage
clients? Versus: Why isn’t my team engaging clients?
2. How can I get my team to straighten up the front desk? Versus: Why doesn’t my front desk team straighten up the front desk?
3. How can I develop my trainers to recruit clients? Versus: Why don’t my trainers recruit clients?
Recap of building culture1. Leaders
2. Vision
3. Expectation
4. Core Values
5. Empowerment
6. Ask the questions before the questions
Gain insight into strategic planning and implementation
Strategy is the creation of a unique and valuable road map, in support of
a set of measurable objectives, supported by tactical activities to
achieve an end result.
Define your destination, then create the right vehicle to get you there.
Things to consider when building your company strategy
1. Is it possible?
2. Is it feasible?
3. Is it actionable?
Where The Magic
HappensYour
Comfort Zone
KPI’s = Key Performance Indicators What are the KPI’s for your facility?
Examples:1. How many new members in a
month?
2. What is the usage of the facility and peak times?
3. What is the revenue dues on XYZ daily, weekly, monthly, and annually?
Client Satisfaction
1. Do you ask them?
2. Regularly?
Who’s your boss? The client!
Be successful through leadership
Bring out the best in your team!
Build relationships with your team
Build camaraderie with your team
Be successful through leadership
Articulate your expectations and goals clearly.
Be successful through leadership
“Good judgment comes from bad experience… and most of
that comes from bad judgment!”
Be successful through
leadership
Empower your team.
Make your staff members and team accountable.
Teamwork!
Be successful through leadership
Display a positive attitude!
Be successful through
leadership
Experience is something you get just after you need
it.
Be willing to make changes.
Be successful through leadership
Don’t ask anyone to do anything that you would not
do.
Communication and organizational skills are a must!
What is your style and your company’s style?
“Zappos Communication Policy – Be Real and Use Your Best
Judgment.” Delivering Happiness, by Tony Hsieh June 2010
Recap on Leadership
1. Bring out the best in your team.2. Articulate your expectations and goals clearly.3. Empower your team.4. Make your team accountable.5. Set clear goals.6. Build teamwork.7. Display a positive attitude.8. Be willing to make changes.9. Don’t ask anyone to do anything that you would
not do.10.Communication and organization skills are a
must.
Club Management 101: Leading Your Club to Success
1. Clearly define your market position, target clients and value proposition.
2. Create an organizational structure that supports the core functions of your business.
3. Create a culture to build a winning team.
4. Align your culture to drive strategy.5. Create a strategy that you can
implement.6. Drive success through leadership.
Success
Roberta Kruse-FordhamWTS International
General Manager of Ashburn Village Sports Pavilion
(301)622-7800 or (703)729-0581 ext. [email protected]
www.wtsinternational.com
Thank You!