The Big Picture

Objectives1. Understanding of Club Coaching KPI’s2. Understanding of New Club Coaching Stages/Timeline3. Role Playing Conference Calls with Club Management4. Have working knowledge of Les Mills Resources and tools – and

how to utilize with licensees5. Action plan for working with existing licensees6. Brainstorming next Dance 4 Life campaign with clubs

New Orleans Club Coaching Agenda

September 9, 20079:00am: Big Picture over-view (Phillip)9:30am: Club Coaching – the New Objectives11:00am: Break11:15am: Club Coaching Continued:12:30pm: Lunch1:30pm: e-Club: Learning the Tools 2:15pm: Club Coaching Stages3:45pm: Role Play5:00pm: Break5:15pm: Retention6:15pm: Brainstorming Dance 4 Life7:00pm: Q & A7:30pm: Adjourn

Club Coaching – New Objectives• Market Segmentation Model –

• understanding our clubs & understanding their customers• The Role of the Club Coach• Creating a Les Mills Champion in every facility• Club Coaching: Revised Manual September 2007

Market Segmentation Model• What is it? • Why is it important for the clubs?• Why is it important for the CC?

Pow

er

PerfectionRenewal

Sociability/Fun

Con

form

i ty

High EnergyTo have fun, be

attractive popular & desirable to

others

Fitting in – being acceptable to

others

To feel good about myself, to

work through my problems

To be active, strong energetic & independent

Being superior and dominant – socially or physically

To achieve theperfect body, maintain discipline & order

Source: Essence Research 2004

1. NOTE WHERE YOUR MEMBERS FIT

Pow

er

PerfectionRenewal

Sociability/Fun

Con

form

i ty

High Energy•High energy exercise options

•Wide variety• ‘Adrenaline

fixes’•Exclusive

•High profile membership base

•“Place to be seen”

•Best, latest equipment, facilities, technology, body science

•Efficiency & results

•Small, safe, comfortable

sanctuary•Personalised

guidance

•Value for money

•Open to all•Casual atmosphere •Local

•Fun, social atmosphere•Variety in group fitness

•Entertaining

Source: Essence Research 2004

2. IDENTIFY WHY YOUR MEMBERS COME TO YOUR CLUB

Pow

er

PerfectionRenewal

Sociability/Fun

Con

form

i ty

High Energy

BODYPUMP™

BODYATTACK™

BODYSTEP™

BODYJAM™

BODYCOMBAT™

BODYBALANCE™

RPM™

Source: Essence Research 2004

BODYVIVE™

3.MATCH WHICH GROUP FITNESS PROGRAMS TALK TO DIFFERENT CUSTOMER SEGMENTS

Role of the Club Coach

•Value of CC to the Club•Value of CC to the Agency

The Club Coach is the Key Links in the Overall Success of the Licensee

What the CC Needs to Know1. GFM Seminar inside & out2. Resources

• www.lesmills.com• eClub• eNet

3. Group Fit Formulas4. Management Communication Skills5. Always Schedule the next appointment

Club Coaching:Key Performance Indicators (KPI’s)• To coach and train a strong Group Fitness Manager

(GFM) or Les Mills Champion (LMC) at each facility to integrate the LM system on-site

• To move facilities through the stages of a licensee, beginning at time of license signing through to program launch and assessment, in a timely manner and in accordance with the licensee timeline

KPI’s Continued:• To assist LMC in the full integration of the LM system, tools,

and licensee resources club-side

• To action plan and complete retention efforts and customer service to existing licensees – including quarterly re-launches; ongoing instructor training and up-skilling; red-flag monitoring of all licensees.

Creating a LMC at each facility1. Why?

• Important for Agency• Important for Facility

2. How?• Begins at sales• GFM, GM, Owner, Team Leader• Responsibilities• Tools to train & up-skill a LMC on-site

Creating an Effective Timeline(CC manual page 6)1. License signing – license goes to billing, marketing, training and club

coaches2. Introduction Call: 48 hours after signing3. Website Introduction and walk-thru: 5-7 days from signing4. Recruitment Planning: 7-14 days from signing5. Marketing Resource Call: 3 weeks from signing or weeks prior to training6. Club Hosts Recruitment seminar: 3-4 weeks prior to training7. Launch Conference Call: 1 week prior to training8. Pre-training Check-in: 1 week prior to training9. Training: 6 weeks post signing

Creating an Effective Timeline(CC manual page 6)10. Grades and launch date confirmation: 48 hours post training11. Launch preparation Follow-up #1: 5 days post-training12. Launch preparation Follow-up #2: 14 days prior to launch13. Launch preparation Follow-up #3: 2 days prior to launch14. Launch Day: 6-8 weeks post training15. Launch Follow-up: 1-5 days post launch16. Assessment Check-in: 2 weeks post launch17. Retention: 30 days post launch18. Customer Service: every 3-6 months

Goal Setting(CC manual page 18) 1. Information gathering

• The more we know about the club, the better we can service them, action plan, and help in appropriate goal setting

• What do we want to know/should we know about our clubs?

2. Target Audience3. Membership Sales4. Share the goals!!!

Stage Tracking1. Club Management (page 15)

• Top Management: Open communication• Tracking of their GFM/LMC• Understanding of proper timeline (vs too fast or too slow)• Value of LM Agency Communications/Customer service with club

2. Club Coach (page 16)• Time management!• Moving clubs to the next milestone• No stagnant clubs

3. Agency Management (page 16)• Tracking of CC• Viable Sales from Licensing Consultants

Stages…

What are the Objectives?

Stage 1: Welcome & IntroductionFirst 1-7 days after licensing1. Call 1: Welcome - w/in 48 hours of signing

• Welcome Email sent• Information Gathering• Timeline• Goal setting

2. Call 2: Website overview - w/in 5-7 days of signing• Key Resource: website power point

• (eNet available post N.O.)

Stage 2: Recruitment7-21 days post licensing

1. Call 1: Recruitment - w/in 7-14 days of signing• Set goals• Tools• How/where• Pitfalls• How to host a recruitment seminar

(Explore GFM section “hosting a recruitment seminar”)

2. Club: Host a Recruitment Seminar: 3-4 weeks prior to training

Stage 3: System Integration21-42 days post licensing1. Call 1: Marketing – w/in 21 days from signing

• Promotions• Brand use• eClub

2. Call 2: Launch Conference Call – 1 week prior to training or w/in 5 days post training

• SPEAK THE LANGUAGE OF MANAGEMENT• Launch Conference Call agenda• Launch Conference Call follow-up

Stage 4: Training42-56 days post licensing

1. Call 1: Pre-training check-in – 7 days prior to training

2. Club: Host or attend training w/in 6-8 weeks from licensing

3. Call 2: Grades and launch date confirmation – w/in 48 hours of training

• Discuss trainer grading sheet• Team training ideas post-module• Schedule staff dress rehearsals • Confirm launch date

Stage 5: Launch Preparation42 – 98 days post licensing (6-14 weeks)1. Call 1: Pre-Launch Follow-up #1- w/in 5 days from training

Launch Conference Call or progress check2. Call 2: Pre-Launch Follow-up #2 – 14 days prior to launch

3. Call 3: Pre-Launch Follow-up #3 – 2 days prior to launch

Stage 6: Launch84 – 112 days post licensing (12-16 weeks)

1. Call 1: Post Launch Check-up – w/in 1-5 days post launch

• Success stories• How to keep excitement alive in club• What’s next

Stage 7: Assessment2 weeks post launch – 90 days post training

1. Call 1: Assessment Progress – w/in 2 weeks of launch

• Assessments due w/in 90 days from training

Stage 8: RetentionOngoing after initial program launch

1. Call 1: Status Check – w/in 30 days post launch

2. Call 2: Customer Service – every 3-6 months

3. Working with Existing Clubs• Quarterly Customer service – w/in 2 weeks of autoship or 2

weeks post Quarterly event• Upcoming launch plans• Ongoing events

Tracking System & Checklist• What is your current tracking system?

• Is it effective?• Can you always tell where a club is in the process?• How do you track club coaching goals?• What modifications could make it more effective?

• Every stage has a checklist of must-do items - this is your club coaching script!

Role Playing

1. Website Walk-thru2. Goal Setting3. Recruitment Seminar4. Launch Conference Call

Working with Existing Clubs(Stage 8 – Retention. CC manual page 13, 33-34)

1. What is the importance?2. Common Challenges3. How can we best service existing clubs?

• How do we build value in the relationship?• What do we offer?• How can we communicate?

4. How can we keep long-term clubs involved and excited?5. How can we re-activate stagnant clubs?

Red Light Clubs:1. What are the signs of a licensee in trouble?2. How can we action plan?

* FIND THE NEED/PAIN 1st - then action plan• Events• On-site meeting• Conference calls• Resource kits• Re-launch plan

Next Steps

1. What are the 3 top action plan items for you as a club coach?

2. What 2 initiatives need to happen in your agency to help make your clubs successful in Launch & Retention?