The assessor is a client’s first point of contact. In the hands of a good assessor, potential members are welcomed, reassured and made to feel valued right from the moment they step into your business. This opening module covers the scope of the role of assessor, how to choose the right person or develop the right characteristics for it, and the impact that person can have on the business as a whole.

Key elements of the module:

• The Changing Fitness Industry
• The Modern Training Gym
• Who is the Assessor?
• The Importance of the Assessor
• Assessor Job Description
• What Makes a Good Assessor?

We’ll look at how the crucial role of assessor can be managed, systemised and measured in order to streamline your sales process and improve your customer journey. We’ll give you the tools you need to improve your approach to tasks and show you how best to manage your time, to ensure you make a big impact in the role.

Key elements of the module:

• Systems Introduction
• Why Have Systems?
• Systemising the Assessor Role
• Time Management
• Systems Tools
• The Cycle of Action
• Assessor KPIs

The assessor should have a deep understanding of the members’ experience within your business, and know how to support them at every stage of their journey; from when they walk through the door, feeling overwhelmed, to further down the road, when they want to make lasting changes to their lifestyle. We’ll look at how psychology plays an integral part in the assessor role.

Key elements of the module:

• Introduction to Behaviour Change
• The Behaviour Change Curve
• The Science of Habits
• Creating Habit-Based Success
• Goal Setting
• Creating Self-Accountability

Leadership skills are a key attribute of the assessor, as they are a role model to both clients and staff. But being a strong leader is more than control and command; it’s asking the right questions and listening effectively – in short, communication and engagement. This module focuses on the importance of communication in understanding what makes your customers tick and facilitating them in reaching their potential.

Key elements of the module:

• What is Good Leadership?
• The Importance of Listening
• Asking the Right Questions
• Radical Candour
• The Five Core Concerns
• Understanding Communication Styles

We’ll take a closer look at every step on your members’ experience – from their first contact to full membership to lifetime loyalty – and give you key principles to apply to design a process that fits your own business. We’ll touch on selling higher-priced memberships and how nutrition can play a part in enhancing your clients’ journeys and your own profitability.

Key elements of the module:

• Member Journey Overview
• The Staged Sales Process
• The Principles of Journey Design
• Creating Your Customer Journey
• Nutrition: The Bigger Business Picture
• The Staged Nutrition Journey
• Nutrition: The Basics
• Nutrition: The Personalised Approach

Utilising the insights we gained on the customer journey in the last module, we’ll now delve even deeper into each stage. We’ll contextualise the assessor role within the bigger picture of your business, covering the handover from marketing to sales and the importance of a coherent approach in converting customer leads into potential clients. We’ll show you how to price your offering, structure your membership model and lower the barrier to entry with tours, open days and taster sessions.

Key elements of the module:

• The Marketing and Sales Funnel
• The Joined-Up Approach
• Converting Prospects to Trialists
• The Tiered Membership Model
• Pricing Your Membership Model
• Sharing Your Pricing
• Enquiry Handling
• Gym Tours
• Taster Sessions

First impressions count. The evaluation is an opportunity to win the client over, but all too often, gyms make it too intimidating. We’ll focus on this pivotal point in the sales process, demonstrating how to make people feel welcome in your community while showcasing the quality of the experience your business is offering.

Key elements of the module:

• The Four-Stage Evaluation
• The Meet and Greet
• The Interview
• The Physical Assessment
• The Member Setup

Sales isn’t complicated, but it also isn’t easy. Focusing on your client’s all-important first month within your business, we’ll consider how the traditional hard sell won’t turn trialists into members. Instead, good communication, excellent service and a welcoming atmosphere will create an environment where signing up to your gym is an obvious choice for the client.

Key elements of the module:

• Rethinking Sales
• The Psychology of Selling
• Content Marketing vs Traditional Sales
• Everything (and Everyone) is Sales
• The Sales Journey

A significant number of new members can drop off around the 90-day mark. This module looks at setting standards between days 30 and 90 on a customers’ journey to ensure they stick around for many months and years to come. We’ll cover how to create a personalised experience focused on the member, removing the anonymity of the traditional gym experience and highlighting the reasons to remain part of the fitness community you’ve created.

Key elements of the module:

• Handover to the Coaching Team
• The Importance of Follow-Up
• Embedding Belonging
• One-to-One Reviews
• The Membership Experience

It makes more financial sense to keep a client than to find a new one. Although holding onto clients is not always the domain of the assessor, they still play a crucial part in a member’s long-term journey. We’ll not only cover member retention – we’ll give you the means to create a tribe of evangelists who want to refer others and champion the community your business is home to.

Key elements of the module:

• Retention
• Member Value
• Business Brand and Core Values
• The Order of Play
• Retention Strategies
• The Power of Referrals
• Designing the Referral Process
• The Assessor and the Community

We’ll encapsulate everything you’ve learned about the assessor role and use it to design your own member journey for your client community, team members and facility. We’ll map out the key stages, then break them down into clear tasks with associated KPIs, creating templates and tools for each process. We’ll streamline the whole process to maximise your sales.

Key elements of this final module:

• Your Member Journey
• Your Assessor Wireframe