Equinox personal trainer8/26/2023 ![]() Rather, they would feel like they have finally found a gym that actually cares about personal interaction, and wants to learn what their member’s lifestyle goals truly are. In my opinion, a new member would not see this as any detriment. The customer understanding is that the membership can’t be activated until a needs analysis has been done. I would tell new customers to bring workout clothes when signing up, explaining that all new members must be ‘certified’ to use the club, or to prepare to spend their first visit with one of the trainers for a one-on-one experience. The training session should be mandatory and take place right off the bat, as part of the club orientation experience. Currently, there is a gap between sign up and when the training session actually takes place. Initially, I would change the customer on-boarding experience. With all this money being left on the table, here is how I would adjust the model. This is simply not enough for a high-end club like Equinox. Based on these rates, for every hundred new signups, nine will purchase personal training. Of those members, only 30% end up buying training packages. Through some friendly conversations with club employees, I was given the figure that around 30% of new customers take advantage of the free training offer. So, I went through this new member routine, but the first issue with this process is that most people don’t. How can Equinox increase the lifetime customer value of these existing patrons? Well, here’s the answer… ![]() There are hundreds, if not thousands of members walking through the door of each club every day. The real focus should be on how to make the absolute most from the customer base that already exists. Yes, more paying customers = more money, but that old saying we’ve all heard, “quality over quantity,” could not be more applicable in a case like this. In my twenty years of work, the biggest mistake I see most businesses make is being laser-focused on getting more customers. As someone who has devoted my entire career to bringing dysfunctional businesses out of the red, I can’t help but run through the same process when looking at any business I engage with - even the well-oiled machine that is Equinox. This is me, as an outsider, looking at a successful business and trying to find ways to make it even better. This piece is by no means a dismissive critique, or any attempt to undermine the success of Equinox. Equinox is the first to grow a luxury health club brand to such a scale, and for that, I admire them. I willingly spend my hard-earned dollars there because they provide a great experience. ![]() I get my workout in and the equipment is always clean - there are Kiehl’s products in the locker rooms, and fridges full of cold eucalyptus towels all around. Active&Fit Direct and ChooseHealthy are trademarks of ASH and used with permission herein.Let me preface this by saying, I like Equinox.Įvery morning at 6am, I head into the Downtown Los Angeles location and am greeted by smiling, familiar faces. ChooseHealthy, Inc., and ASH Fitness are subsidiaries of American Specialty Health, Inc. The Active&Fit Direct program are provided by American Specialty Health Fitness Inc., (ASH Fitness). *The ChooseHealthy program is provided by ChooseHealthy, Inc. Sign in below to access this special Active&Fit Direct rate. The Active&Fit Direct program is not available at this time to Medicaid members. To confirm eligibility, please call Member Services at 80. It is also available to select Medicare Advantage Plus members. The Active&Fit Direct program is available to all Commercial members. ![]() Participating gyms may include Gold’s Gym, Curves, Anytime Fitness, and more. When Kaiser Permanente members sign up for an Active&Fit Direct gym membership, they can visit any of the 11,000 participating fitness centers in the nationwide Active&Fit Direct network. Get access to more than 11,000 gyms with one membership. With the ChooseHealthy® program*, you also have access to contracted fitness centers in the Active&Fit Direct network.
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