Episode #558: Mary Laudati's Playbook for Boosting Health Club Revenue and Member Loyalty

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I am super excited to announce that we now have a formal

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partnership with the Prospect Wizard. And when I say

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wizard, I mean wizard. Obviously you have a website.

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This allows you to convert your website traffic visitors

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directly into leads. It's not just another chatbot and

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it's not AI, but it allows a visitor to call, text, or leave a

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voicemail immediately. Goes to you, your sales team, or anyone else in the

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club instantly. MIT shows a study that if you contact

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the league within 10 minutes, chance of them converting goes up nine

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times. That of the average. We got the Atlanta clubs

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on it. Vita Fitness, Gold's Gym, Mountainside

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City Fitness, Philly, College Park. Become one

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of the next Halo companies. To deploy the Wizard.

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It's easy to use. Go to the prospectwizard.com

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get a free 30 day trial. Talk to my boy Dave Gallen. He will get

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you all set up and let the leads flow based on the

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Wizard. Go get him.

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This is Pete Moore, Halo Talks nyc. I have a fellow New Yorker

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who you're going to learn a lot about. Mary Ladotti,

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who lives on the Upper west side, works out on the Upper east

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side. It's just right by the Halo epicenter of

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Integrity Square. So we're going to intercept you on your way back and forth.

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Welcome to your first Halo Talks. Thank you so much. It's so nice to be

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here and to finally meet you. Exactly. I feel the same way.

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Ganilin, kind of like he holds these relationships so tight, you

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know, it takes years and years to like, he's like, oh, yeah, I've known this

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person. I'm like, why do you hold that back to. We're on podcast number 600.

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I gotta keep something close to my chest. Keeping it close. Like, yo, you're gonna

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keep me going here. Cause I got a couple more things up my sleeve. Like,

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he saves the best for last. So, you know. That's right. There we

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go. Always says to me the other day, he's like, I got Mary Ladi

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coming on, like, no way, bro. You gotta be

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kidding me. You're hiding. We're bringing on the Pasta Fazu.

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Yeah, I got, I got a pasta FA story about me and my

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cousin, my nephew, but that's for another time. Okay, so we're going

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to talk about sales, which everyone says, like, oh, I got a great sales team.

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Oh, this is what I do. And then I realized, like, you don't really have

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a sales strategy. You don't have a script. You don't. You don't have. You know,

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actually KPIs so why don't you get your together

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and like, hire somebody to help you figure it out? So tell us what you've

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been doing for people. Because I think the actual sales

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team and the idea of doing things sequentially and in a

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process to get wins actually is kind of missing.

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So thanks for coming on. Yeah. Great to be here.

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I mean, you know, once again, we're in 2025. We're

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in a whole different place and time. Thank God the health

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club industry has rebounded and is stronger than ever.

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And thank God we have more people understanding how important it is to be

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fit and to be strong. So we had a great

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2024, a strong 2025.

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So far, so good. Everybody's doing really well. Obviously a

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part of work's roundtables. So we have roundtables and

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work with clubs in the United States, Europe, Australia.

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So from all of our people that are part of the roundtables, it's been also

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a really great start to the year. And, you know, what we

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do is we come together and we share best practices.

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We have roundtables that are just for owners, and then we have

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roundtables for department heads like pt, for

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personal training and for sales and marketing. So we can

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have that same kind of shared best practices, not only

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with the owners and the GMs, but also with the department heads. So, so

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explain to, to, to the audience here and to me that when you

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say we, you know, what does that entail and what type of team you have

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in place and are you curating sales

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strategies and systems and software? You know, it's not

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like, hey, I'm a software company. Let me show you how to deploy this. Is

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it kind of like going into the nuances of like, hey, who you are, how

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you do things, and then, you know, basically build that after you understand,

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like the DNA. Sure. So I'll talk a little bit more about my

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tape, my roundtable that I chair. So just first of all, most

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important thing is I have sales and marketing leaders,

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CMOs to, to

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CRMs, and you name it, I've got them.

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So what we do is we come together and we really share

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what we're doing in regard to. And the biggest topic lately

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is software. What are you using, how is it working,

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and are they promising everything that they sold you on? Gotcha. And

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we know probably one of the biggest challenges

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in the health club industry is probably the number one important

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component that we need, which is great CRMs. So

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we basically, it's a big topic of conversation is

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what's on the Marketplace. What's working, what's

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delivering the best KPIs, what's, what's monitoring work

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production numbers, what is also integrating with other

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softwares that are actually recording sales calls that

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you could be a part of, that you can coach on. So what is the

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technology that allows us to coach,

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monitor, mentor and at the same time deliver great

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KPIs? So I've been around the space

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now for 25 years, started up a software

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company and tried to use some softwares like, you

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know, salesforce.com as an example, trying to like create that beast into like something

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that's actually customizable. We built the software back in the day,

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pre broadband that, you know, we're trying to tell people this is how you

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need to do it. So, you know, whether it's on a name

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basis or, you know, in this industry or outside this

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industry, like, who's doing a great job with saying, like, look, this is

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flexible. I prefer to use this because the tech stack

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I thought was going to get smaller and it got bigger.

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I will tell you from my background, I was given a great gift

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when I was the VP of sales for Millennium Partners and I was

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overseeing the Sports Club LA brand and working for

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Dr. R. Curtis, he gave me the gift of Salesforce.

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We were one of the first B2C companies to

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actually design something with Salesforce. And it

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absolutely made all the difference in the world. And then

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as a consultant, really kind of wrapping my arms around

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everything else that was made for the industry. I keep coming

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back to we need something customizable like a

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Salesforce that can give us what we're looking for in reporting.

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So we literally have finally worked with

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one club in particular that was like, we're doing really well, we

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don't know why. And we've actually put together a

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Salesforce edition for a company

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in Novi, Michigan, who is now kind of spreading the love

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and putting it out to their franchisees. So we've just

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launched this in the last couple years and it's really showing

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that the right software can make all the difference in the world. So I happen

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to be a huge fan of Salesforce because it is

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truly customizable. Yeah. From a

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standpoint of, of training, how

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much training, you know, is being done before you walk in, how

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much training is being done after. And I feel

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like this industry doesn't value, doesn't pay for and

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doesn't invest in their, in their employees as much

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as they should. Can you expand or contradict that?

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No, I have revenue dollars behind

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it. You know, you know, so there are companies that have made

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the decision to bring in the software, bring in the

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technology, also include the training that goes along with

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it. And in, you know, Q1 over Q1, I've seen

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25% growth in revenue. So we know it

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all makes a difference collectively. But the biggest thing

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is that when a company reaches out and says, you know, we're

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doing okay, but we could really use a boost this year, just

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to give you a quick idea, the first thing I'll say is, in order for

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me to work with you, we need to record your calls inbound and outbound,

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just to get a flavor and do some due diligence. We're going to shop your

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salespeople in your sales program. So shush, don't say anything.

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Let us really take it all in. I'll give you an evaluation, then

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we'll custom design a program that will work for you because everybody's different.

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Gotcha. But I love ownership or

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management teams that are able to take the

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feedback and they're yearning for the feedback so that we can make it better.

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This is Pete Moore. I want to let you in on a little secret. There's

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this company called Promotion Vault. And what they do is they give. Out rewards

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from retailers that allow you to incentivize your

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members without having to do zero down and one month free

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or giving away shakes or giving away T shirts. What you want to

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do is build a rewards program that lasts, that people value,

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and that doesn't discount your own products and services. So here's the

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deal. There's something called Rewards Vault. The Rewards Vault is going

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to allow a member to set up their own profile. They are

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going to answer questions. You are going to get those answers. You're going to be

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able to target those members, and you're going to reward them inside your

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club, inside your spa, and outside of the club and outside

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of the spa to get them to become loyal, to get them to pay

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their monthly dues and to be rewarded properly

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for the actions. A lot of companies are cutting back on rewards. You shouldn't

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be promotion vaults. Your answer, trust me, this is real.

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So one of the things that David, I have been harping on, and I was

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at a connected fitness conference a couple of years ago, it was all about

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technology. And everyone turn around, AI this and AI that.

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And so I was like, you know what? How do you feel about, you know,

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the future? And I'm like, kind of leaned in, I said, you know, just so

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everybody knows here, you can't have artificial intelligence until you have

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intelligence. Okay, so because you have like my

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credit card, you know, my birthday, you know, my first name and my address, like

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that doesn't make you intelligent about me as a member or a prospect

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or anything. So as you get in there. And we know that

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a lot of this industry historically has been based off of, you know,

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referrals or add ons to your, to your membership. And some companies said

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like an add on could be your friend. It doesn't necessarily have to be somebody,

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you know, like bay clubs, you know, now I think you'd add

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a friend. I don't even think they have to be like, you know, related to

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you or something. I might be wrong about that, but. I'm pretty sure you're,

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they're actually a client of mine. So it's all about shared, it's all about a

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shared membership. They're doing it brilliantly and it's

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here, here's a membership for yourself. Or you can add on five

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of your best friends, whoever you want. And now you have a

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shared membership which actually makes the

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investment better for each person. So the more the merrier now

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takes on a whole new meaning. Yeah, it's almost like multi level marketing like with

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inside your own membership plan. It's the best referral program

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ever because you get people at hello to start really referring

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their friends now versus a year or two into their membership.

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Right. And then the other thing that we, David, I've been talking about when

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we get this artificial intelligence, you know, you need intelligence. You know, are you seeing

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companies either inside of Salesforce or inside of ABC or inside

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of you know, Dax or Club Automation, whatever that they're actually spending time

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like filling out like here's everything you should really know about

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this prospect or this member. Is that we

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there yet or you're focusing really on. Let me get, let me get people in

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solve that for you. The bottom line is look at, we're still in the

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people business. And as long as we're in the people business we just have

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to understand that we entertain many different

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types of customers. So everybody's coming from a

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different walk of life. So the things that really

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help is in a CRM or in anything else is to

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have a Google search on, you know, where they are in LinkedIn, what

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are they doing for business to get a little bit of insight about who they

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are as a person. Yeah. So you know who you're actually

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speaking with when you first meet them. But look, at the end of the

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day it's still a very personal conversation with

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most people. Knowing that more than half of who

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we talk to are not physically engaged

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in anything. Gotcha, gotcha. So what have

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been some of the, you know, whether you want to name clients or not name

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clients, what are some of the things you'd be like? You know what I'm so

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proud of? What? What? That this company actually had the, you know, the guts and

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the foresight and the investment to actually get me in here. And, like,

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here's what resulted from that. And maybe in certain cases

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that kept, like, the club alive and that, like, now there's 6,000 people that work

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out at this club because Ladotti and crew.

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I'm saying that name. I'm just going to keep saying as much as possible. No

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one's editing this out, by the way, on the audio side,

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they'll be like, hey, look. You know, like, I feel, like, really proud of that.

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I'm like. I'm also like a tear in my eye because every health club is

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like 6,000 members that, like, either do that or maybe do nothing. Who

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knows? Sure, sure. No, I mean, like, it all started just taking

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the Sports Club LA to the next level, given the tools I was given

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and picking out my team and really putting together a sales

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culture, which I was extremely proud of and stayed

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with the company just because I could never leave my people. But I

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finally did break away to start my consulting business. Gotcha. And,

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you know, extremely proud of those people and I've taken many of them with me

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along the ride with some of my clients that need strong

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leadership. So been passing the torch along the way.

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But, yeah, I mean, you know, Powerhouse Gyms in

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Novi, Michigan, is a great example of we're

231
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doing well, but we don't know why. And really going in there

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and taking almost two years to build the software

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out, integrate everything else, the bells and whistles

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for us to inspect what we expected. Yeah. And then

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to do all the sales training to see such growth in their

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revenues and then now starting to open up even more

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locations than what they planned of. So, you know,

238
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there's. There's the Oxford Athletic Club out of Pittsburgh.

239
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Yeah, sure. Yep. Another great one who I've been working with for

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the last couple of years. Not only the sales training, but

241
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also from their PCG capital investors

242
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saying, we want you to come in and do a total evaluation

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inside and out of our business and give us recommendations

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of how to be even better retention, increase

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membership. What do we need to do? So we went in with a team

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of people and really evaluated the people, the product,

247
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the profit and the Programs to give them recommendations

248
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and they're running with it as well. So when you go into a client

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and, and, and you do this, I like to like doing a

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mystery shop and they like taping the calls and like, let me, let me understand

251
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what's going on here. Don't hire me until I understand like what, what

252
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the problems are. And then I'll come in, I'll actually give you like a real

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pitch instead of like, here's like what I could do for you, like let me

254
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find out where you're at. Are there like certain just maybe to

255
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tease this out with some of our, our audience here that probably need

256
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to hire Ladati and basically say, look like there's some low hanging

257
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fruit. Like if you start with like one or two things here and then call

258
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me like for like phase two. Yeah, I

259
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mean we'll just simply, once again we'll just

260
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simply shop their existing team from

261
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reception even how reception it was amazing.

262
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You know, I have another client,

263
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LifeBridge, who we shopped and I mean we laugh about

264
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it now, but when I actually did shop them and this was

265
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recorded on a Sunday asking about membership rates and

266
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how it all works and blah blah, blah. And it was, well, we have nobody

267
00:16:34,119 --> 00:16:37,640
here that can take your call. Maybe call back tomorrow,

268
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then call back actually can talk to you. And then when I

269
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shared that with the gm and once again, we've

270
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totally changed the structure here, you know, to find out that that

271
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was actually their sales leader who was busy multitasking

272
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that didn't have the time to actually give me what it was I was

273
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looking for. I'm like, where you're losing

274
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money, you're losing business because you're

275
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not making sure that you have dedicated people to

276
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engage and you're too worried about taking care of your members, checking in and

277
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checking out. So those are some of the aha moments.

278
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And look, at the end of the day it could be we

279
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have these many leads and we're just not closing at a good

280
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percentage. You know, why is that? And then once we dig

281
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in, we understand that they're one and done. They're only calling these digital leads

282
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once. And we know that it takes eight, ten calls just to make two

283
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way contact. Once we teach that and the philosophy

284
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of how do you get digital leads to bust a move,

285
00:17:42,060 --> 00:17:45,580
then they'll start to understand it's just the work ethic.

286
00:17:45,980 --> 00:17:49,100
Gotcha. So let me ask you a question on this. So

287
00:17:50,220 --> 00:17:53,820
in our, our main business, besides doing the podcast and we do a

288
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Halo Academy, which is kind of Like a business school boot camp, like a Harvard

289
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Business school. Five cases at a time, every two weeks, you know,

290
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once a quarter. Our day job is I help people sell

291
00:18:05,670 --> 00:18:09,430
chains of clubs or franchisors or clusters of area developers.

292
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We were actually the group that we were hired by

293
00:18:13,350 --> 00:18:17,190
Millennium to, to sell Sports Club LA on 61st

294
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Street. Vertical Club a long time ago when I was,

295
00:18:20,830 --> 00:18:24,390
when I started Integrity Square. So you spent a lot of time in that location,

296
00:18:24,390 --> 00:18:27,790
which was an awesome club. So are you working out of this? Yeah, that was

297
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one of my clubs. Yeah. I was hoping that we could do a deal with

298
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somebody. We had an investor who was going to buy it. I was going to

299
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move my office in there. That's like kind of my, was my dream idea

300
00:18:36,670 --> 00:18:40,370
at, as an aside to. To that. So we're

301
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helping people buy and sell companies and they have these attrition rates that are so

302
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high and they don't hit their sales targets. And you know, a lot of people

303
00:18:46,850 --> 00:18:50,690
use this term like LTV this LT like lifetime value of member. I'm

304
00:18:50,690 --> 00:18:54,450
like one. You have no idea how high that number is. Like if you

305
00:18:54,450 --> 00:18:58,290
actually forget about like doing your math. Let's do my math. Okay. You

306
00:18:58,290 --> 00:19:01,810
got a hundred dollars a month on a client times 12 months.

307
00:19:02,050 --> 00:19:05,790
And I saw your company for six times cash flow, six

308
00:19:05,790 --> 00:19:09,630
times EBITDA. That's, that's, that's worth seven, $200.

309
00:19:09,790 --> 00:19:13,590
Okay. So how much would you be willing to put behind a

310
00:19:13,590 --> 00:19:16,350
$7200 exit value

311
00:19:16,750 --> 00:19:20,030
EBITDA calculation that that member

312
00:19:20,270 --> 00:19:23,790
might have. You might want to have a little more touch point with that.

313
00:19:23,870 --> 00:19:27,550
You might want to use that as a sales lead and view. If that

314
00:19:27,550 --> 00:19:31,150
member breaks, if that member leaves because you haven't delivered,

315
00:19:31,620 --> 00:19:35,380
then that is. They broke up with you is basically what

316
00:19:35,380 --> 00:19:39,220
they did. It's not like they treated or like attention

317
00:19:39,220 --> 00:19:42,820
retention like I want. They broke up with you. Like stop using these big

318
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words to make it seem like something bigger happens. Sure.

319
00:19:47,300 --> 00:19:50,940
So ltv, like how do people. Does that even like rig.

320
00:19:50,940 --> 00:19:53,740
Does that like ring true to anyone or. It's like let me just get the

321
00:19:53,740 --> 00:19:56,780
sales in and let me just run this business where people don't break up with

322
00:19:56,780 --> 00:20:00,620
me. Yeah, no, I will. Sorry about my rant. Yeah,

323
00:20:00,620 --> 00:20:04,460
no, no, no, no, no. You know, and my biggest thing is always

324
00:20:04,460 --> 00:20:08,100
being a vice president of sales. I always got these huge

325
00:20:08,100 --> 00:20:11,700
sales numbers and these goals and I'd be like, well wait a second. You know,

326
00:20:11,700 --> 00:20:15,380
we're always pushing for 3 to 5% growth year

327
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after year after year. I know, we're so focused on the front

328
00:20:18,980 --> 00:20:22,700
door. Can we focus a little bit about the back door? Thank you. Thank you.

329
00:20:22,700 --> 00:20:26,340
Exactly. Because at the end of the day, I will always

330
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say that leaders and companies should be based on net

331
00:20:29,960 --> 00:20:33,760
growth. Yes. Okay. So that's everything. Sales

332
00:20:34,160 --> 00:20:37,960
minus cancels is what you're ending up with. Yep. So

333
00:20:37,960 --> 00:20:41,120
what does that net growth look like in order for you to be successful?

334
00:20:41,760 --> 00:20:45,600
And that's what we focus on. So in some cases,

335
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the salespeople are also considered membership service.

336
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So there's more of a ownership of

337
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onboarding, making sure they've met with the other

338
00:20:56,220 --> 00:20:59,780
departments, making sure they've made love connections in a department

339
00:20:59,940 --> 00:21:03,580
that will now take them to that next level of

340
00:21:03,580 --> 00:21:07,140
showing up two to three times a week. So it really

341
00:21:07,140 --> 00:21:10,980
is looking at both. But more than anything, when I do

342
00:21:10,980 --> 00:21:14,020
listen to calls and I also listen to member calls,

343
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club's gotta be clean. Yeah, of course. Club has got to

344
00:21:18,260 --> 00:21:21,980
be clean. And group exercise, it's gotta be

345
00:21:21,980 --> 00:21:25,210
all that and a bag of chips. Because those are your two

346
00:21:25,210 --> 00:21:28,770
prominent things that could either make you or break

347
00:21:28,770 --> 00:21:32,090
you. Because of the majority of people that focus on

348
00:21:32,570 --> 00:21:36,370
just those two aspects and also knowing what

349
00:21:36,370 --> 00:21:40,130
the trends of the industry are, you know, are you giving people

350
00:21:40,130 --> 00:21:43,930
that are coming into your cities that are new what they're looking for

351
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in a new health club?

352
00:21:48,650 --> 00:21:52,410
This is Pete Moore. Here's the last tip for you of the podcast.

353
00:21:52,860 --> 00:21:55,660
We are partnered up with a company called higher dose

354
00:21:55,820 --> 00:21:59,260
higherdose.com they are the leader in

355
00:21:59,420 --> 00:22:02,380
workout recovery products, infrared technology,

356
00:22:03,100 --> 00:22:06,620
LED light masks, neck enhancers, and

357
00:22:06,860 --> 00:22:10,540
other products such as PEMF mats and sauna

358
00:22:10,540 --> 00:22:13,740
blankets. If you have not gotten on the workout

359
00:22:13,740 --> 00:22:17,260
recovery train yet, your time and your stop

360
00:22:17,340 --> 00:22:20,900
is now. You got to get these products in there before these workout

361
00:22:20,900 --> 00:22:24,100
recovery and spas end up saturating your market.

362
00:22:24,500 --> 00:22:28,060
Having your members walk out of the club and going into one of their locations

363
00:22:28,060 --> 00:22:31,660
for 200 bucks per month where they're paying 39 to

364
00:22:31,660 --> 00:22:35,340
you. Let's become an expert in workout recovery. If

365
00:22:35,340 --> 00:22:38,900
we are already an authority in workouts, higher dose,

366
00:22:39,300 --> 00:22:42,980
check it out. There's a wholesale code and we look

367
00:22:42,980 --> 00:22:46,180
forward to helping you augment your products and services

368
00:22:46,860 --> 00:22:50,460
to meet the demands of your members. And hey, let's get people

369
00:22:50,460 --> 00:22:54,260
happy, healthy and sweating. And the recovery should be

370
00:22:54,260 --> 00:22:55,580
just as. Good as the workout.

371
00:22:59,660 --> 00:23:02,220
So. So a couple things. One, I, I don't know if you have a copy

372
00:23:02,220 --> 00:23:05,420
of our book that, that Dave and I wrote, but over Covid wrote a book

373
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called Time to Win Again and we Basically, talk about 52

374
00:23:09,220 --> 00:23:11,740
takeaways from Team sports to ensure your business success.

375
00:23:13,510 --> 00:23:16,470
I don't think we had. Oh, no, I haven't seen it. I'm sorry. We're gonna.

376
00:23:16,470 --> 00:23:20,110
So we'll get it. No, no, no. Not. Not something you needed to do. Send

377
00:23:20,110 --> 00:23:23,830
it to me already. Sorry. Because me and Ladati just became friends, and

378
00:23:23,830 --> 00:23:26,670
we're like, cut. Yo, Ganolin, we're not checking with you if we want to chat

379
00:23:26,670 --> 00:23:29,990
or text now you're not on text. I'll make sure to get our mini

380
00:23:29,990 --> 00:23:32,230
copies. Okay? Okay. King Friday.

381
00:23:33,910 --> 00:23:37,110
So I'm doing this whole thing where I'm Mr. Rogers now. It's like Mr. Rogers

382
00:23:37,110 --> 00:23:40,690
neighborhood on my show. And he's like, King Friday the 8th. Anyway,

383
00:23:41,730 --> 00:23:45,370
so we wrote this book, and it was during COVID so I was like, chief

384
00:23:45,370 --> 00:23:49,050
restructuring officer for New York sports clubs, which was like, don't wish that on your

385
00:23:49,050 --> 00:23:52,850
worst enemy. But I'm trying to think about, as I watch the Last

386
00:23:52,850 --> 00:23:56,490
Dance with Michael Jordan, like, there's so many things that professional teams

387
00:23:56,490 --> 00:24:00,210
do with their athletes, with their fans to engage in. The

388
00:24:00,290 --> 00:24:03,490
whole system works. You kind of have to think about, like, if I was running

389
00:24:03,490 --> 00:24:06,780
a sports team, how would I operate? And one of the chapters that we have

390
00:24:06,780 --> 00:24:10,540
in the book is Play man versus Zone. So if you.

391
00:24:10,540 --> 00:24:13,420
If you're watching a basketball game and it's like a two, three zone, I don't

392
00:24:13,420 --> 00:24:17,020
know if you're familiar with. You play back in the day. Yep.

393
00:24:17,100 --> 00:24:20,740
Yeah. So, like, if I'm. If I'm playing a 2, 3 zone, and somebody

394
00:24:20,740 --> 00:24:24,420
just shoots between, like, you know, from the corner, between the corner and.

395
00:24:24,420 --> 00:24:28,020
And. And in the. In the. In the elbow.

396
00:24:28,020 --> 00:24:30,910
It's like, yeah, it could have been my guy. Could have been yours. Like, no

397
00:24:30,910 --> 00:24:34,190
one's responsible for that, you know? Cause it played its own. Where I've been telling

398
00:24:34,190 --> 00:24:37,590
health clubs, look, if you have 3,000 members and you have 30 employees,

399
00:24:37,750 --> 00:24:41,390
give everyone 100 members to say, like, let's see how many of them

400
00:24:41,390 --> 00:24:45,030
don't break up with us out of your 100. And, like, just,

401
00:24:45,110 --> 00:24:48,950
like, set it up where I'm playing mad. Yeah. I mean, the whole thing is,

402
00:24:48,950 --> 00:24:52,670
yeah. Setting yourself up for success. And that has

403
00:24:52,670 --> 00:24:56,470
everything to do. And what we learned is that those first three months

404
00:24:56,470 --> 00:24:59,590
of a new member is going to make or break their relationship with you.

405
00:25:00,340 --> 00:25:04,180
And. And we. And we also know that if we get them in

406
00:25:04,180 --> 00:25:07,820
the hands of a private trainer, well, that just

407
00:25:07,820 --> 00:25:11,660
took their longevity to, you know, three months, to at least two to three,

408
00:25:11,660 --> 00:25:15,420
maybe five years. Yeah. So integrating them in an area,

409
00:25:15,420 --> 00:25:18,980
whether it be Pilates or training or group acts, something

410
00:25:19,060 --> 00:25:22,700
or a sport. You know, the biggest thing going on right now

411
00:25:22,700 --> 00:25:25,900
with a lot of the clubs is just introducing things that are new, like

412
00:25:25,900 --> 00:25:29,690
pickleball, engagement, fun. So

413
00:25:29,850 --> 00:25:32,810
just making sure that you're creating those

414
00:25:32,810 --> 00:25:36,570
relationships so that they're engaged and not walking around

415
00:25:36,810 --> 00:25:40,410
lost. Yeah, exactly. Those three months are

416
00:25:40,410 --> 00:25:44,170
crucial. So now you have the salesperson reaching out. So for

417
00:25:44,170 --> 00:25:47,970
those clubs that don't have salespeople, it's like, not only do you want

418
00:25:47,970 --> 00:25:51,650
to embrace the incoming, they've got to follow up and make a lot of

419
00:25:51,650 --> 00:25:55,350
phone calls, but they also have to check on their new members and

420
00:25:55,350 --> 00:25:58,870
look at their attendance to make sure that they're coming in. If

421
00:25:58,870 --> 00:26:02,470
not all bells and whistles are going off and we're calling

422
00:26:02,470 --> 00:26:06,230
them to check in on them and to make an appointment

423
00:26:06,230 --> 00:26:09,990
with somebody that's going to engage with them. Those three

424
00:26:09,990 --> 00:26:13,830
months are crucial. And then after that, having

425
00:26:13,830 --> 00:26:17,430
reports that show you people that haven't been in in a

426
00:26:17,430 --> 00:26:20,550
month, that's another round of phone calls. Yes.

427
00:26:21,320 --> 00:26:25,160
Emails, we miss you campaigns. Where have you been? Remember how

428
00:26:25,160 --> 00:26:28,600
you felt the last time you left our club? You know, so

429
00:26:28,840 --> 00:26:32,480
once again, focusing on that population to make sure

430
00:26:32,480 --> 00:26:36,320
they're engaged and they're using the club is key because when you

431
00:26:36,320 --> 00:26:39,800
have a rate increase and if they're not using it, boom, they're the.

432
00:26:41,160 --> 00:26:43,840
One of the things I rant about. We could talk for hours, but we'll meet

433
00:26:43,840 --> 00:26:47,600
you at the hot yoga place and I'll. Okay, I'll shut up. I

434
00:26:47,600 --> 00:26:50,080
won't talk during the class. I mean, I've been known to talk a lot. I

435
00:26:50,080 --> 00:26:53,240
won't talk during the class. I'll talk after. But one of the things that kind

436
00:26:53,240 --> 00:26:56,880
of drives me crazy about health clubs is I went to

437
00:26:56,880 --> 00:27:00,400
summer camp back, you know, when I was a teenager. Did you go to summer

438
00:27:00,400 --> 00:27:03,840
camp at all sports camps? With sports camps, okay,

439
00:27:03,920 --> 00:27:07,600
within four days of being there, you know 500

440
00:27:07,600 --> 00:27:11,240
people's names. And you probably actually know a little bit about them.

441
00:27:11,240 --> 00:27:15,040
Right. So it's shocking to me when, like, somebody walks into

442
00:27:15,040 --> 00:27:18,780
a club, they that all the trainers, all the salespeople, like, I've been to

443
00:27:18,780 --> 00:27:22,340
Soul Cycle. Not. Not bragging, but I've been in a lot. Okay.

444
00:27:22,340 --> 00:27:25,420
I've been there, like, to one studio before I went to. But I went there

445
00:27:25,420 --> 00:27:28,740
like 300 times. How does not everyone know my name? And how do I not

446
00:27:28,740 --> 00:27:31,860
know theirs? And how are we not on, like, a friend basis?

447
00:27:32,340 --> 00:27:35,940
Yeah, it's kind of it really, you. Got to irked me.

448
00:27:35,940 --> 00:27:39,780
Right. You have to have that mentality. And I always kind of go back

449
00:27:39,860 --> 00:27:43,180
to the opening theme of that good old show called

450
00:27:43,180 --> 00:27:46,960
Cheers. Yeah. Where everybody knows your name and. Exactly,

451
00:27:46,960 --> 00:27:49,720
that's what I'm saying. The Sports Club LA had a very

452
00:27:50,520 --> 00:27:54,280
dedicated, committed resolve with all the

453
00:27:54,280 --> 00:27:57,920
employees, that it was a huge welcome and

454
00:27:57,920 --> 00:28:01,760
a fond farewell when people came in and out the door. And

455
00:28:01,760 --> 00:28:05,440
to the best of our. I mean, Reebok Sports Club alone had 8, 000 members

456
00:28:05,440 --> 00:28:09,120
in its prime. Yeah, yeah. Upper east side, we had 61. Well,

457
00:28:09,120 --> 00:28:12,750
it's 60, 61st street, but we also had 6,000 members in our

458
00:28:12,750 --> 00:28:16,190
prime. That's a lot of people. But you know what, when they check in and

459
00:28:16,190 --> 00:28:19,750
their name shows up, it's okay, use their names, say hello.

460
00:28:20,310 --> 00:28:24,030
But it was just those little things, you know,

461
00:28:24,030 --> 00:28:27,150
and just to see people leave and you didn't even know to need to know

462
00:28:27,150 --> 00:28:29,870
their name. You just had a wave and say, come back soon, I miss you

463
00:28:29,870 --> 00:28:33,590
already. You know, just to have fun with the members was always

464
00:28:33,750 --> 00:28:37,270
such a big thing. But to the best of your ability, knowing your name

465
00:28:38,000 --> 00:28:41,840
was crucial. Just simple things like that. Simple stuff. Yeah.

466
00:28:41,840 --> 00:28:45,640
Well, listen, it was a pleasure speaking with you. I'm kind of pissed at Gallon.

467
00:28:45,640 --> 00:28:48,960
He introduced us like, I don't know, 10 years later,

468
00:28:49,440 --> 00:28:53,160
he's probably got like. He's got probably like three or four, but daddies out there.

469
00:28:53,160 --> 00:28:56,920
He's like three or four next year, you know, like,

470
00:28:56,920 --> 00:29:00,760
hey, don't talk to this woman. Restricted list. It's kind of like he's on

471
00:29:00,760 --> 00:29:04,360
like restricted list King Friday. Well,

472
00:29:04,360 --> 00:29:08,040
listen, I'm gonna have you come upstairs and take a hot yoga class. I'll do

473
00:29:08,040 --> 00:29:11,630
it, I'll do it. I'll definitely do it. And let's get you a copy of

474
00:29:11,630 --> 00:29:15,430
the book, Dave. You can fast track that, you'll love it. And then I'm glad

475
00:29:15,430 --> 00:29:19,230
we met. And we're, we're big advocates of this. We want to try and

476
00:29:19,230 --> 00:29:23,030
solve loneliness, obesity and diabetes. And the only way to do that is make

477
00:29:23,030 --> 00:29:26,750
sure there are operations that are profitable, that are able to get

478
00:29:27,310 --> 00:29:31,110
people to stay and to actually get results. And you're a linchpin

479
00:29:31,110 --> 00:29:34,830
in that. So on a serious note, great, great to meet you and love me

480
00:29:34,830 --> 00:29:38,300
or thank you. The pleasure's all mine. All right, take care.

481
00:29:38,620 --> 00:29:40,700
Bye, guys. See you. Ladotti.

482
00:30:00,630 --> 00:30:09,030
Sam.