Candid Manager - Frances Michaelson, Baie d’Urfe, Quebec
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| Frances Michaelson | |
| Muscle Up Personal Training Centre | |
| Baie d’Urfe, Quebec | |
| www.muscleuptrainingcentre.com | |
1. How did you become a fitness club owner?
I was co-owner of a club for about 12 years. Although it was a great learning experience, I noticed that many people approached their workouts the same way they did a visit to the dentist: they didn’t really want to be there. They joined and then seemed to lose motivation and didn’t show up for their classes or workouts. Of those clients who did work out regularly, the only ones who achieved their goals were those who worked with a trainer. It was frustrating watching the other clients being very inconsistent or doing the same routine all the time.
I opened my own boutique-style gym, Muscle Up Personal Training Centre, about seven years ago to focus solely on personal training and more personalized service. Personal training, although starting to become more popular was still something that most people thought was for the rich and famous. I wanted to create a concept that would allow people to have a trainer consistently, yet also have the opportunity to work out on their own which would also make it affordable.
The gym is based on a model that makes people accountable to themselves. There’s no membership fee. The only requirement is that members must exercise with a personal trainer at least once a week - they can’t miss a week. They can work out on their own as many other times per week as they like, at no charge. We know all our members by name, and everyone respects the one-trainer-workout-per-week policy. In fact, most of our clients see their trainers twice a week. They really love their trainers, enjoy the workouts and work harder with them. We have a wide range of clients including kids, 80-year-olds, athletes and special populations. They don’t feel intimidated, there are no line-ups for equipment and they have expert instruction every week.
2. What’s the smartest thing you’ve done?
I’ve owned an exercise product distribution company, Muscle Up Canada, for about 22 years. It started with one product – an exercise band. Now there are so many products, that I publish a 36-page catalogue to promote them all.
The smartest thing I’ve done is combining the two companies under one roof by creating a showroom in the front of the club. People come in and try the balls, bongo boards, rocker boards, etc., before they buy them for their homes or clubs. The two businesses really complement each other: if one is quiet, it seems the other has a busy day. And when people come to buy products for their home or fitness centre, it’s great exposure for the training centre.
3. What’s the biggest mistake you’ve made?
Not taking time to hire the right people. In the past, in desperation, I didn’t interview in a timely manner and neglected to seek references which cost me money and time.
Today, I put every good candidate through three interviews. I know they’re really interested if they come back for the third one! When I think I’m ready to hire, I ask them to come in on their own time to get a feel for the atmosphere and to watch what their job will entail. It’s not unusual for a local telephone line, the toll-free line and a walk-in to all be demanding their attention at same time. Customer service reps need to be able to handle it all – and smile at the same time.
4. What’s been your biggest challenge as a club owner?
For everyone in this business, it’s finding the right people. You can have all the clients in the world, but if they’re not treated well by staff, you’re going to lose them. I need staff who are bilingual, have good energy, aren’t challenged by computers, love to talk on the phone and can speak without saying the word ‘like’ every 10 seconds.
Another challenge is what some of us don’t want to admit. We get so caught up working in our business that we fail to work on the business. In doing so we can become stale and fail to recognize the need for changes and growth.
5. What have you discovered to be the key to effective leadership?
Creating a good team and practising what I preach. You can’t lead a team of trainers if you aren’t passionate about people’s health and aren’t in shape yourself.
6. What do you like most about this business?
The people in the industry are fantastic. I love going to conferences and the idea of learning from each other. I also love that I’m involved in a business that is the key to longevity. Because the industry is continually growing, I’m always on the cutting edge when it comes to quality of life and health.
7. What advice you have for new club owners?
Write a business plan! Without one you might as well get down on your knees and start praying now. Opening a club without a plan is like building a house without blueprints. Just because you’re a great trainer or group exercise instructor, it doesn’t mean you can open a successful club. You have to know what you can afford, your demographics and if people can afford to join. Write everything down – from the light bulbs you’ll need to purchase to the latest crosstrainers you want to buy. Your accountant and bank manager can help with your business plan.
Choose a location with good visibility so people see you when they drive by or are standing at the bus stop.
Talk to lots of people. Find a mentor, someone who’s successful and is willing to help you.
8. What plans do you have for the future?
I’m planning a one-day personal training symposium for 2008 in Montreal. We have so much wonderful talent here, and it’s a long way to travel to the big conferences. I think lots of people would like to come here for a change too. I want to celebrate our talent and the growth of the industry in Quebec. I also hope to link the symposium to a charity, like multiple sclerosis or muscular dystrophy. I have clients with both of these diseases who have benefited enormously from exercising with us.
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