Impressive Greetings: Insights From Mystery Shopping

Mystery Shopping for Fitness Businesses have conducted hundreds of Tours of Fitness Facilities over the years – from Big Brand Gyms to Rec Centres, Swim Schools, Pilates & Yoga Studios and boutique gyms and University Sports Centres. The greetings we receive can be very different – from amazing, good, indifferent and very disappointing…..

Research suggests that first impressions are often formed within the first 7 to 17 seconds of encountering a new environment or person. These initial moments are crucial for setting the tone of a prospects experience and can influence their decision to join. Our mystery shopping data backs this up totally and it is the facilities that really create a welcoming and inclusive environment from the moment the prospect walks in the door who come up trumps.

I am going to share some wonderful positive feedback from our mystery shoppers who toured Clubs over the past month, along with my personal favourite recent welcoming experience.

Here is what impressed us recently when walking into Fitness Facilities for a tour: –

• The moment I entered the team member at the front desk stood up to greet me warmly, smiling and introduced themselves and said “Hello, you must be Lucy – we are expecting Note: It is ridiculous how many clubs we have walked into whereas we have not been asked our name!
• On display was a mini blackboard with a personalised welcome sign and my I loved that a) they were expecting me and b) it made me feel important straight up.
• The team member not only stood up from his seat to greet me – he walked around from the desk and into the entrance space and shook my hand – this welcoming gesture make me feel both acknowledged and valued from that moment
• As soon as I was welcomed, I was invited to take a seat and asked if I would like a water or cup of tea before we get Everyone loves an offer of a refreshment.
• The team member’s warm greeting, smile and body language conveyed openness and confidence which helped establish rapport quickly.
• The team member explained who would be looking after me and what to expect during the I then felt quite comfortable to take a seat and complete the Get to Know You Profile.
• Small talk and friendly conversation – While waiting a few minutes before my tour began the team member asked me about my day so far – general curious chat followed “What has brought you in to have a look through our amazing club today?” Building that all important connection was up and running.

 

And for my favourite:

On an initial call to a Club the team member I spoke with picked up on my anxiety of feeling ‘out of place’ in the gym environment having not been a member of a gym for many years. We chatted about demographics, and he assured me they have many middle-aged members– the club is like a little community he said. The appointment to tour was made.

To my surprise and delight they have an Ambassador Program – whereas current members volunteer to join tours and share their personal experiences and success stories (which was a perfectly personalised welcome for me that he judged correctly and carried through from the Call to the Tour). I had just met my first gym buddy.

Engage and provide value to your prospects, reinforcing your facility’s commitment to their fitness journey and overall well-being. Tailor concepts and create a welcoming environment to align with your gym’s brand identity and the interests of your target audience.

It all starts the second the prospect walks in the door!