The challenge of increasing member retention at clubs has existed for years. Owners and managers have experimented with lower prices and the introduction of various group classes, but the problem has largely remained unresolved.
According to new, emerging research, the answer doesn’t necessarily lie in new programming; it lies in engagement.
To help your staff provide the expertise in behavior change and positive psychology they need to develop deeper, longer-lasting relationships with your members, ACE has introduced the Behavior Change Specialty Certification.
Aimed at helping all members of your team — from trainers to service managers and receptionists — build practical, hands-on skills in behavior change, the curriculum is rooted in principles of emotional intelligence, psychology, motivational interviewing and coaching.
“In addition to providing a learning opportunity that helps staff members at clubs better connect with clients and lead them to long-term change, the ACE Behavior Change Specialty Certification really furthers the idea of helping health and fitness professionals become an extension of the physician’s office in the community,” said ACE President and CEO Scott Goudeseune. “This type of expertise will, ultimately, help more members experience long-term success, which we all know will keep them coming back. Those return visits not only contribute to club revenue; they contribute to our industry’s mission of eliminating the obesity epidemic.”
The interactive learning experience incorporated into the ACE Behavior Change Specialty Certification includes insight from such pioneers as William R. Miller, Ph.D., founder of motivational interviewing; B.J. Fogg, Ph.D., founder of the Persuasive Tech Lab at Stanford University and the Tiny Habits® program; Dan Goleman, Ph.D., author of The New York Times bestsellers Emotional Intelligence and Focus; and Robert Biswas-Diener, Ph.D., positive psychology expert, author and managing director of Positive Acorn.
The program, valued at 25 hours of continuing education, can help your staff:
• Learn skills to build client-coach relationships that foster accountability
• Deliver interventions rooted in positive psychology and emotional intelligence
• Use motivational interviewing and other techniques to capitalize on individual strengths
• Develop strategies to connect in one-on-one, group and virtual settings
Provide the tools your staff needs to heighten their impact, and thus, keep members coming back. Help them become ACE Behavior Change Specialists.
