In this episode of the eFitness Meets Business podcast, we talk to Adam Śliwiński, CEO of Total Fitness in Poland.

From the interview, you will learn about the strategic advantages of Total Fitness clubs. One of their main advantages is sales and customer service. How do they bring people to the clubs?

The DNA of Total Fitness has always been on sales and customer service. It’s always been a sales-driven company. That’s what we put focus on. So we are sure that the churn which every company has in our business, the natural churn of current customers, does not kill the company. But you have always a fresh stream of new members who decide to join Total Fitness.

So how do they get new members into the clubs? They focus on two sources of new customers. The first, very important source are referrals:

If you have happy customers and if you know how to use the customer touchpoint to ask for referrals, then you will get referrals. And usually happy customers they don’t refer to people, which are by coincidence there. They refer family members or friends of which they are almost certain that they also are going to like the place where they do their workout.

We focus in the club on that. We have this designed process for this touchpoint. So we know that we will receive these referrals and once we have them, we can put them into another process, which is outbound telephone marketing.
We call those people, we invite them to the club when then another process follows, which is the sales process.

We also touched upon recruiting in a fitness club and keeping a high level of employee motivation. How to successfully hire new sales staff? What kind of person to look for?

Listen to the whole episode!

Adam Śliwiński

CEO of Total Fitness, Poland

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