When planning for the success of your health club, a useful framework to aid your planning process is the before, during and after framework.
The before during and after the framework was first published by marketing expert Dean Jackson as far as I know.
I have used the before, during and after framework many times when planning for our software business. Every six months or so, I would spend 30 minutes on each unit. I'd have a pad and pen, and I'd jot down every way in which we could further enhance that unit.
If you think about your customer's journey, there is a time before they join your gym, a time when they decide to join up, and a time after they have become a member.
By thinking of your business as three stages or "units", it can be easier to identify areas of potential improvement in those specific stages.
Let's summarise each stage of the before, during and after framework.
- Before unit
- This is before a member joins. In other words, what are you doing to acquire new members?
- During unit
- What is the joining experience for a new member? How can we make this as frictionless as possible?
- After unit
- What are you doing after a new member joins to retain them and maximise their lifetime value?
Before unit
The before unit is all about marketing. Attracting or acquiring new members for your gym.
In essence, t's about traffic (getting leads) and conversion (converting those leads to paying members)
Here are some elements you might consider for your before unit.
- Do you have multiple channels of traffic
- Do you have a USP
- Do you capture lead contact details
- Do you have a professional website that is easy to navigate?
- Is the content on your website strong and informative?
- Do you have a process to nurture leads
- Do you use "emotive triggers" in your sales copy?
- Do you follow up active leads via phone?
During Unit
The during unit is about the member experience of joining. We want to eliminate any friction to getting started
- Is there a stack of paperwork?
- Do you introduce the member to new staff?
- Are your frontline staff friendly and helpful
- Do you lock in the member next step?
First impressions count, so we want to make the most of our first opportunity to impress a new member.
After Unit
Most businesses undervalue the after unit; however, this unit holds the key to sustained success.
The after unit encompasses what happens after a member has joined up at your gym.
- Do you have a support process for new members to get a personalised plan
- Do you actively follow up with members
- Do you schedule time designated for interacting with members on the gym floor
- Do you survey new members to father feedback?
A commitment to ongoing and endless improvement combined with using the before, during and after framework can help ensure your health club continues to thrive long into the future.
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