Tanita Body Composition– helping you come back stronger.
Why Tanita Body Composition Analysis?
Successful fitness businesses all have something in common;
they put the member at the centre of everything they do. There are a number of
ways in which this can be done but one that is utilised by successful operators
at a multinational level all the way down to single PT’s operating out of
studios, is professional body composition analysis.
There are many benefits of utilising professional body
composition, too many for a short blog so we will focus now on two: the levels
of engagement it helps to create with members, the knock on effect this has on
retention and secondly the levels of personalisation you can offer across the
whole business.
Retention booster
Many leading advisers on retention for the fitness industry
talk about the importance of communication with members, you don’t have to read
too much of the work done by Guy Griffiths or Richard Earney to realise
‘creating a culture of feedback’ has a seriously positive impact on member
retention. This may beg the question ‘how’ do you create this culture? Building
body composition measurements into your member packages starts this process for
you all by itself. You have the initial ‘consultation’, followed by the
development (if required) of a personalised training plan based on these health
metrics, naturally, regular check ins follow this. Before you know it, you are
communicating and feeding relevant information back to members on a regular
basis, you can then choose to tie any other amount of messages/information or
offers into this feedback and really develop that relationship with each and
every member. This results in members becoming part of your gym community and
really taking on responsibility for their own health journey which brings us
perfectly to point number two –
Personalisation
If a member or client feels like it’s all about them, they
are much more likely to be happy and continue their memberships. Utilising
health measurements from professional Tanita body composition devices allows
you to have a real ‘health’ conversation and shift the focus from weight and
BMI. What could be more important right now!? The public are more health
focussed than at any other time in most of our living memories, there has been
article after article emphasising the importance of exercise and maintaining healthy
body fat and muscle mass ranges in boosting immunity, the challenge may be to
encourage them back through your door! Offering health assessments and personalised
training programmes based around their body measurements, with the ability to
track this on a regular basis will be a real selling point for any health and
fitness facility.
Personalisation doesn’t just stop at members measurements,
it also opens the door for you to build bespoke membership packages ranging
from ‘virtual’ members who may only attend the gym for check ins and access all
their content online through to ‘premium’ membership packages which could
include regular health assessments, full gym access, PT sessions,
clothing…..you name it!
The numbers don’t lie!
This is certainly true for body composition measurements
over weight and BMI but in a study carried out by Tanita it showed that
‘conversion of prospect to signed up member’ increased by 21% when body
composition analysis was utilised as part of a trial or tour. ‘Personal trainer
bookings’ also doubled from an average of 8 sessions to 16 when body
composition measurements were reviewed on a 4-weekly basis.
As we reopen our doors, many industry leaders are talking
about a ‘new normal’. How you adapt to this as a fitness facility will most
certainly shape your business’s future. Tanita professional body composition
analysers are already prevalent within the fitness industry and there is a
solution to suit each and every facility. Right now Tanita are offering
discounts across a range of professional packages including software to help
you come back stronger.
For further information contact Simon Wilkinson on simon.wilkinson@tanita.eu or
07795278733.
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