How we work
RETENTION GURU'S DR PAUL BEDFORD WORKS EXCLUSIVELY WITH JUST TWELVE CLIENT EACH YEAR TO MAXIMISE RESULTS ...
WHO IS RETENTION VIP FOR? - As a small business, each year I choose to work with just 12 operators. These are referred to as my VIPs. This allows me to work closely with each business and develop insights that would not be possible if I attempted to mass-produce the work I do.
Retention VIP is for operators who require more support from me. They are often large single site clubs and multi site operators who have local, national or international businesses.
HOW DOES IT WORK? - Most working relationships begin with a piece of work based on a single club. Working on the principle that without data operators are just guessing, I provide operators with insight into how members are behaving in relationship to retention and attrition and the financial impact of that behaviour.
To do this I use recognised statistical methods that are used in many other industries and apply them to the health club market.
Once analysis has been completed I make recommendations for changes required to improve membership length. These include new strategy implementation, marketing and sales recommendations and changes to member experience and services.
Having established an average length of membership in months, it is possible to calculate how long an operator will need before they can expect to see a return on investment from the interventions and strategies implemented.
STEP 1. DATA EXTRACTION - Step one of any work is data extraction. This data can be sent as an excel file.
I will provide you with data on membership retention, attrition and longevity. In addition I can calculate hazard rates, which show the risk of quitting each month after joining and in doing so indicates where in the life of a membership the greatest risk of quitting occurs, as well as odds ratios. This method of analysis will give you information that can best be translated into action.
Once the data has been analysed an initial evaluation of the results will provide insight into the most appropriate areas to focus on, with an estimate of the revenue generated by these changes. You will receive your measures in an easy to understand graphical format, similar to the White Report, with clear explanations of what each measure is and what it means.
STEP 2. RETENTION STRATEGY - Upon completion of the data analysis I will develop a retention management strategy in line with areas that require the greatest attention. When working with multiple sites, it is appropriate to cluster them by specific problems as opposed to geographically, with action plans generated to increase retention, reduce attrition and improve customer loyalty, specific to the problem identified.
Retention management should not be viewed in isolation from other business objectives and close co-ordination with your senior management team and department heads, as well as facility managers, is required to ensure the success of such projects.
The strategy will be delivered as a step-by-step guide to changes and training required to improve retention at individual site level, as well as more general activities required to meet a minimum service standard. The strategy will be aligned with sales targets, market penetration, CRM and digital systems, customer journey, local and national health targets and programme provision.
"CALCULATE HAZARD RATES, SHOWING THE RISK OF QUITTING EACH MONTH AFTER JOINING AND THEREFORE INDICATING WHERE IN THE LIFE OF A MEMBERSHIP THE GREATEST RISK OF QUITTING OCCURS AND ODDS RATIOS"
STEP 3. TRAINING - Training can be arranged for staff to assist with the implementation of any changes recommended. This can be delivered to senior managers and cascaded down or directly with site-based staff as required. I can also provide online learning support, which includes educational videos for managers and staff in order to support the training.
RETENTION ACADEMY
RETENTION ACADEMY TAKES THE VERY BEST OF THE STRATEGY DEVELOPMENT WORK I DO WITH MY VIP CLIENTS AND DELIVERS IT IN THREE DAYS, TO PROVIDE OPERATORS OF SMALL TO MEDIUM SIZED BUSINESSES WITH AN OPPORTUNITY TO TACKLE RETENTION HEAD ON ...
During 2014 I ran a programme called six-by-six where I worked with six operators one day per month for six months. Whilst it was an resounding success I believe it took too long to achieve the results.
But one of the biggest learning's was the benefits that come from having an implementation team. Each business had a different mix of staff but essentially it was four-six people who would be responsible for making things happen.
They included fitness managers/directors, club managers, marketing managers and operations directors. Now, your business may not have those titles or those titles may all belong to just one person, but the point is they had a small group of people that made things happen.
WHO IS THE RETENTION ACADEMY FOR? - This programme is for independent clubs, public and education sector operators who have around 1-10 facilities. You and your colleagues accept that you will have responsibility to drive the changes in your business once you have completed the course. You also understand that you will need to put action into your action plan to make it work.
WHO IS IT NOT FOR? - Operators that believe retention miracles will happen just because they signed up to the programme. If you think listening is the same as doing or have the title manager but don't actually like to manage, this programme is not for you.
"AT THE END OF THE THREE-DAY COURSE, YOU WILL HAVE A STEP-BY-STEP PLAN TO TAKE BACK TO YOUR CLUB AND THE TOOLS TO IMPLEMENT IT STRAIGHT AWAY"
Retention Academy - A series of three day workshops hosted by Dr Paul Bedford
HOW DOES IT WORK? - Over a three-day period we congregate in a large conference room with six to ten tables. Each business will have a table that can seat four-six people - your implementation team.
The sessions will be a mix of my very best content and situational workshops where you will be required to work on your solutions in your implementation groups. I will supervise, guide and advise you at all times whilst in the room. I will also have my team with me who are experienced operators themselves.
You will be required to explain what your current situation is and, as the programme is delivered, what you will and won't change in your business and why. You need to be happy with explaining your business situation in front of others. I am not talking detailed finances, but what the challenges are, where you struggle and so on. Other organisations often recognise when they have the same problem and some happily provide examples of how they solved that problem.
At the end of the three days you will have a step-by-step plan to take back to your club and implement. It's a great way to get alignment from your staff and create some momentum in your business. You will also have opportunities to follow up with me regarding your implementation plan once the three days are over.
RETENTION TRAINING COURSES
RETENTION GURU PROVIDES A VARIETY FO TRAINING PROGRAMMES TO SUPPORT YOUR BUSINESS. EACH HAS BEEN SPECIFICALLY DESIGNED TO MAXIMISE THEIR EFFECTIVENESS IN THE TIME ALLOCATED ...
WHO IS IT FOR? - Training is appropriate to all levels of staff and can be delivered to specified groups (managers, gym team, and/or receptionists) or to mixed groups.
These programmes will change the way clubs and centres operate and will have a profound effect on the enjoyment and long-term adherence of members. The result of this more proactive approach will ultimately have an equal and profound effect on the business as a whole.
BELOW ARE DESCRIPTIONS OF EACH MODULE - A MENU OF TOPICS:
UNDERSTANDING THE MEMBER EXPERIENCE - This training is usually delivered as a half-day session in two parts, a seminar followed by a workshop. This allows for the session to be repeated am/pm, depending on total numbers of staff for each operation.
MANAGER TRAINING - The key to any long-term improvement to the customer experience lies with the manager’s ability to manage the process and their staff in the delivery of the new intervention. Training managers in the key elements of the customer strategy provides a consistent and sustainable approach that is deliverable long after the original training.
APPLY PSYCHOLOGY TO THE SALES PROCESS - This training programme consists of both formal and informal sales, influencing, persuasion skills and behaviour change techniques. It is designed to be delivered where an existing sales process is in place, to supplement and refresh the sales approach.
CONFIDENCE AND INTERACTION - Interaction has been shown to increase member retention by 14-30 months. Therefore, developing the appropriate skills in all staff is vital to any business looking to increase retention, reduce attrition and improve member loyalty. This training will teach staff how to start and maintain a conversation with any member - a skill that challenges many managers, fitness staff and personal trainers.
Retention Guru: Training Courses - A series of training programs delivered by our team using a mixture of lecture and workshop formats
The key to delivering an excellent personal performance is self-confidence. Rapport will never be established with others if staff are not confident in their own behaviours, within their own facility.
UNDERSTANDING MOTIVATION IN SELF AND OTHERS - Imagine what you could accomplish by identifying motivational triggers from simple conversation! This programme will teach you how to recognise what will stimulate and maintain someone's motivation and, conversely, what will turn them off. You will also learn how to specifically match your language and processes to theirs to spark interest and enthusiasm.
Based on years of study and work with people and organisations, this training will teach practical, real world ideas and skills to motivate both the learner and others. You will learn how to understand, predict and influence behaviour. This is the first step to achieving your quantum leap in communication.
NEGOTIATION BEHAVIOUR CHANGE - The aim of this training is to teach staff how to produce long-term behaviour change in members. Based on a mix of psychological methods, attendees will develop multiple skills to negotiate behaviour change, which can be used in a variety of situations.
"THE KEY TO DELIVERING AN EXCELLENT PERSONAL PERFORMANCE IS SELF-CONFIDENCE. RAPPORT WILL NEVER BE ESTABLISHED WITH OTHERS IF STAFF ARE NOT CONFIDENT IN THEIR OWN BEHAVIOURS WITHIN THEIR OWN FACILITY"
TRAINING CONTENT AND FORMAT - All training is delivered in a workshop format. Each approach is introduced and the rationale for inclusion explained. Then, using role play and task development, staff practice under supervision working in small groups. These courses can be delivered individually or combined and are suitable for all staff working within a health club or leisure centre.
SPEAKING AND CONFERENCES
DR PAUL BEDFORD IS A RENOWNED SPEAKER ON THE LECTURE AND CONFERENCE CIRCUIT - PAUL HAS DELIVERED AT CONFERENCES AND BUSINESS MEETINGS AND HAS PRESENTED INTERNATIONALLY ON THE SUBJECT OF RETENTION, ATTRITION AND BEHAVIOUR CHANGE, AND CAN DISCUSS TOPICS TO SUIT YOUR INDIVIDUAL REQUIREMENT ...
Paul has delivered more than 150 presentation in 22 different countries. Topic areas include retention, attrition, member loyalty, cultural and behavioural change .
HERE IS A LIST OF SOME OF THE CONFERENCES AND COMPANIES I HAVE HAD KEYNOTE SPEAKING ENGAGEMENTS:
Life Fitness UK Fitness First SLM
GLL (Better) SERCO Reebok Sports Club
Competition Line Academy Harrogate Life Time
Marriott Hotels Spirit Health Clubs Go Active (Israel)
Anytime Fitness Aus 2016-17 New Zealand Fitness Conference 2015
Gym SIM (Sweden) Leisure Connection 3D Leisure
Spenst, Norway Tren 11, Norway Elixia, Norway
Elixia, Finland British Army Royal Navy
Royal Air Force Acmea, Holland FIA Flame
FIA Retention Seminars Bodylife IHRSA
ISRM/IMSPA Il Club Novo, Italy VNU Holland
ENAS, Switzerland Fitness Wales REPs Conference
Life Fitness Factory Tours ILAM Ireland 2009 & 2011 AGAP Conference (Portugal)
IDEA USA, 2004 & 2005 FIBO China 2017
ILAM Ireland 2009 & 2011
Club Industry 2017 China Fit 2017, 2019
Anytime Fitness 2014 (UK)
EHFA CEO Conference Barcelona 2012
IHRSA USA 2005, 2008, 2009, 2010, 2011, 2014, 2015, 2016, 2017, 2018, 2019
IHRSA Europe Amsterdam 2014, Lisbon 2018
IHRSA Asia-Pacific Forum,
Mumbai, India, 2010
IHRSA Latin America Conference Brazil 2015
IHRSA Mexico Conference 2016
I AM HAPPY TO DISCUSS WITH YOU YOUR COMPANNY'S INDIVIDUAL REQUIREMENTS AND WORK WITH YOU TO DEVELOP A SESSION SPECIFICALLY AIMED FOR YOUR AUDIENCE TO SUIT YOUR BUSINESS NEDDS ...
SPECIAL PROJECTS
EACH YEAR I AM ASKED TO GET INVOLVED WITH A NUMBER OF SPECIAL PROJECTS. THESE ARE ONE-OFF'S THAT TAKE ADVANTAGE OF MY EXPERTISE AND EXPERIENCE ...
These special projects have included: app and software development, equipment design, data mining for the sale and purchase of clubs, price elasticity modelling, national retention reports and one-off educational programmes for operators and manufacturers.
I use my combination of fitness industry experience, statistical knowledge and psychological training to help with the development of products and services.
I refer to these as special projects ...
Retention Guru: Special Projects - Including Reports, Data mining, App and Software development
RETENTION GURU CLIENTS INCLUDE: ANYTIME FITNESS, KEEPCOOL, ESCAPE FITNESS, LIFE FITNESS, MEMBR.COM, IHRSA, FITNESS NEW ZEALAND, THIRD SPACE AND THE GYM GROUP