Today I’ve got a dead simple 5-step system for collecting and using feedback to improve your gym
(PS Everyone overlooks #4…)
Before we dig in, I’m gonna be real with you.
Getting feedback used to be VERY scary for me.
In fact, in the early days of MFF, Keeler would hide feedback from me. Cuz my fragile a$$ couldn’t handle it.
The good news is, if you’re in a similar boat, you can get used to it over time.
After 15 years of running businesses, your skin inevitably starts to thicken.
Exposure therapy works!
It’s the same way I conquered the fear of flying. It used to be so intense I once chose to drive home from FL to NJ in my acting days. But after enough takeoffs and touchdowns, you start to get used to it.
So if you feel a bit nervous about feedback, I feel you.
But I promise, it’s mission critical to understand where you can improve. And importantly, what your clients are loving, so you can keep doing it.
Here are a few quick thoughts on leveraging feedback:
1) FREQUENCY: Survey all your members no more frequently than every 3 months, no less than every 6 months.
If you survey too often, you’ll annoy people. And your response rates will plummet.
If you don’t do it enough, you risk missing bad trends you want to nip in the bud.
2) PLATFORM: Use a Google Form to build your survey. Send out your feedback requests via email.
Since you’re not asking every week, you can do one or even two follow-ups to clients who don’t respond to the first request.
You can also consider sending the link via a text blast.
NOTE: You can use other services besides Google Forms. But for most of you it’s free, easy, and effective.
3) QUESTIONS: Ask 3-4 questions on a scale of 1-0, with a non-required field for name AND a request for anything else they want to share.
The key here is keeping it simple.
If you make it onerous, people won’t do it.
Ask a handful of questions they can answer on a scale of 1-10, covering topics like the quality of the training experience, customer service, cleanliness of the facility, and “how likely they are to refer a friend” (sometimes called The Ultimate Question).
Additionally, give them a non-required field to leave their name in case you need to follow-up with clarifying questions. Just don’t MAKE them fill it out. As you’ll miss out on valuable critical feedback most people won’t give unless they can be anonymous.
Also provided an open-ended non-required field at the end for them to answer this prompt: “Is there anything else you want us to know?”
PRO TIP: You can end your survey reminding them of your evergreen referral offer and make an ask for a referral.
4) FOLLOW-UP: After compiling and processing the feedback, share the results and action steps.
Nothing feels crappier than being asked to do you a favor and give feedback…
Then having it disappear into a void.
When named individuals leave critical feedback, follow-up personally.
Then make a brief write-up about the feedback trends, and any responses or action steps. Email it to your community and show them you take their feedback seriously.
5) BONUS: Use an analog suggestion box.
I’m ALL for an easy digital compilation of feedback.
But there’s something to be said for letting clients jot down feedback in your facility while their thoughts and feelings are fresh.
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By taking action on the simple system above, you’ll turn your gym into a learning machine.
Not only will this help you improve your gym month after month,
But it proves to your clients you don’t take their business for granted.
Feedback is not always correct, but asking always is,
Mark
PS Looking for more dead simple systems to build a gym — and a life — you love?
This is the kind of stuff we work on with our members.
Simple and impactful.
If you want to find out more about our process for helping gym and studio owners build a thriving business,
Your first step is a no pressure 10-minute call.
Book yours HERE.