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Top tags: company culture  leadership  management  staff training  operations  customer experience  human resources  community development  customer service  risk management  employee engagement  programming  standards  climbing culture  customer satisfaction  marketing  OSHA  staff retention  coaching  routesetting  routesetting management  youth training  certifications  diversity  employee turnover  member acquisition  work-at-height  workplace diversity  youth team  job hazard analysis 

6 Ways to Retain Your Members

Posted By Emma Walker, Monday, May 6, 2019
Climbing Gym Member Retention

You’ve gotten new members in the door, and now there’s a new challenge: keeping them engaged so they become loyal, long-term members. Conventional fitness clubs track their membership trends closely – it’s well-established that membership spikes significantly right after the holidays, then drops off a few months into the new year. With a niche climbing audience, though, retention is more nuanced.

 

We chatted with a few managers at gyms who are successfully retaining members, even when the slower months hit. Here are their secrets.

 

1. Build a community

There isn’t just one magic incentive or trick you can use to retain membership. “It has be a core value that is applied across all aspects of the gym’s facilities, operations, services, etc.” says Rich Breuner, Director of Operations at Bend Rock Gym. The gym’s #1 goal, he says, is to support and facilitate an amazing community experience. “That translates to people wanting to become and stay members,” he explains. It’s working. BRG has seen member attrition rates drop significantly since 2016, when they began examining programs gym-wide and implementing adjustments with member retention in mind.

 

2. Quality walls, quality routes

Members want to climb at gyms with excellent routes. Bend Rock Gym’s commitment to quality begins with the most basic element: its walls. “They’re built well, they’re maintained well, the routes and volumes are always changing,” says Breuner, who compares setters to the cooks in a kitchen. The ingredients, or holds, might be similar to what you’d find anywhere, but a chef at a Michelin-starred restaurant can really make you want to come back. Their routesetting, he says, is a key differentiator and major factor in keeping members coming back for more.

 

3. Education isn’t just for kids

Anchorage’s Alaska Rock Gym offers adult programming free with monthly membership, says Operations Manager Eric Wickenheiser. At some point, Wickenheiser says, “new climbers hit a plateau. After a few months, people think, ‘Hey, how can I climb 5.12?’” ARG’s Climbing 101, 201, and 301 classes, plus lead clinics and women’s-specific programming, keeps members engaged when they might otherwise burn out and let their memberships lapse.

 

4. Invest in customer service

This begins at the front door, but it’s key for staff to get out on the floor and get to know members, too, says Breuner. BRG expects all-star customer service from its staff. “We’re flexible and adapt our customer service experience with the needs of our membership,” he explains. “People come in and they don’t feel like they’re going to war with the staff—they see friendly faces and people who are getting to know them on a personal level.” BRG makes a concerted effort to get desk staff onto the floor to help with waivers and answer questions, which creates a fun, accessible culture for climbing.

 

5. Find the right instructors

When it comes to programming, “the instructor makes or breaks a class,” says Wickenheiser. One of ARG’s most popular yoga classes is at 4:30 p.m., when members are ostensibly at work or in traffic. “The teacher is incredible, so people come anyway. The class is always full.” Wickenhesier adds that when local celebrities (guidebook authors, pro climbers) teach a fitness class or give a talk, it tends to be full.

 

6. Keep track of the trends

“We’re a little isolated here in Alaska,” Wickenheiser laughs, “But we try to keep a finger on the pulse of the industry.” Lots of ARG’s members have climbed at big-name Seattle gyms (most flights in and out of Anchorage go through Seattle), where they see the most cutting-edge gym developments. Members want those amenities at their home gym, too. Heading to the CWA Summit each year, he says, is the best way to keep an eye on industry trends and make sure ARG is up to speed.

 

“The bottom line in member retention is not treating members like a number,” Wickenheiser says. ARG has recently moved to a brand-new facility, but it’s been open for 25 years – Wickenheiser attributes that success to little things like taking the time to remember members’ stories and treating them like the important part of the climbing community they are.

 

Emma Walker Head ShotAbout Emma Walker

Emma Walker is a freelance writer, editor, and an account manager with Golden, Colorado-based Bonfire Collective. Emma earned her M.S. in Outdoor and Environmental Education from Alaska Pacific University and has worked as an educator and guide at gyms, crags, and peaks around the American West.

 

Tags:  climbing culture  community development  company culture  customer experience  customer satisfaction  customer service  leadership  management  marketing  member retention  operations  staff training 

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The Keys to Cultural Leadership

Posted By Chris Stevenson, Monday, April 8, 2019
Climbing Gym Customer Experience

While there are many definitions of leadership, I recently came across one that I thought stood out from the rest. Leadership expert, Warren Bennis, explains, "Leadership is the capacity to translate vision into reality." Accordingly, a company has a vision that it wants to execute; the leader is the one who does that. So, how does a leader turn a vision into reality?

 

Successful leaders use various methods to ingrain the company vision with every member of the team: leading by example, effective communication skills, and tangible tactics and strategies.

 

Leading by example is the most important piece. There is no quicker way to destroy a culture than by saying it is one thing but then doing something different. As a leader, you are always on “stage.” Team members are always watching. If they are told something is important, and a leader behaves in a way that shows it isn’t, not only will team members not buy in, there will be trust issues, and possibly a loss of respect. There is no more important role for a leader than leading by example.

 

Communication skills are also extremely critical to successful leadership. Ironically, great communication skills start with being a great listener. Active listening involves truly hearing other people’s thoughts and opinions, asking clarifying questions, and sometimes rephrasing things to develop a better understanding. Successful leaders also communicate openly, honestly, and with compassion. Be concise and direct when delivering feedback, but be kind. Team members will appreciate that. Another thing imperative to effective communication is an awareness of your body language. The way you carry yourself conveys strong conscious and subconscious messages. Try to stay relaxed, open, and maintain eye contact. This creates a comfortable environment for everyone involved in the conversation. Finally, it is essential to stay open-minded and be willing to accept feedback from others. The willingness to ask for and accept feedback is a great way to develop trust, strengthen relationships, and nurture an environment where team members are more willing to share and communicate openly. Leaders that foster environments that promote safe, open, and honest communication are the most successful.

 

Beyond leading by example and excellent communication skills, successful leaders use tangible strategies to turn vision into reality. One way to do this is to market the vision internally to the team. Post your vision, core purpose, mission statement, and core values on the wall in your office or employee break room. Incorporate them into every team meeting. Create “core cards” that your team members carry in their pockets while they are on shift. Hire, fire, express gratitude, and evaluate based on the vision. Keep cheat sheets behind the front desk. Do everything possible to keep the vision at the forefront of every team member’s mind. As a side note, I believe you should also share your vision and values with your members. It is a great way to let them know what you stand for and helps bond them to your brand. Once the vision is ingrained in every team member’s brain, great leaders define specific roles and responsibilities for team members to execute in order to carry out the vision. Successful leaders then provide all of the training, tools, coaching, and support needed for team members to carry out those roles and responsibilities.

 

Simply summarized, successful leaders bring a vision to reality. This is done through leading by example, communicating effectively, and by giving the team the inspiration, as well as the tools and support, they need to execute. I call this cultural leadership.

 

Are you interested in becoming the most effective leader you can be? If so, attend my conference session at the CWA Summit! For an even more in-depth exploration of leadership strategies, please attend my workshop “Cultural Leadership: The Key to Employee Engagement and Motivation”. I would love to see you there!

 

Here are the details for the workshop:

 

Date: Wednesday, May 15, 2019
Time: 1:30 pm - 4:30 pm
Cost: $150 for conference attendees
Location: Big Thompson Room, Embassy Suites Conference Center

Description: Excellence comes from an engaged and motivated team. One way to accomplish that is through cultural leadership. In this interactive session, learn how to lead by infusing a culture that inspires and motivates your team to be the best they can be! Explore strategies that dramatically increase your level of team member engagement. Attendees will leave with tangible tips and tools that will make an immediate impact and are easy to implement.

 

LEARN MORE

 

Chris Stevenson Head Shot About Chris Stevenson

Chris Stevenson is the owner of Stevenson Fitness, a full-service health club in Oak Park, California. The club’s success is based on providing an unparalleled member experience, which centers on proper staffing, systematic operations, and world-class leadership. This success is reflected in the club’s Net Promoter Score, which is consistently in the high 80s (industry average is in the 40s). Chris is an international speaker who presents viable, applicable lectures that resonate with every audience.

 

Tags:  company culture  customer experience  customer service  employee engagement  employee turnover  human resources  leadership  management  staff retention  staff training 

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One Small Step (or how a close call changed my routesetting life)

Posted By Peter Zeidelhack, Sunday, March 24, 2019
Peter Zeidelhack Routesetting

When I started climbing about 28 years ago, there were no climbing gyms around, so our dad built us our own little steep woody where my love for routesetting and climbing holds was born. Today I’m a routesetting nerd, a gear freak, and a hold-aficionado. I’m passionate about every aspect of routesetting, except maybe cleaning holds… I love the workout and feeling exhausted after a day on the rope. I love watching the members enjoy the routes my team and I set and seeing their happy faces (or the challenged, angry ones). As long as our members are happy, we are happy.

 

I also like to teach routesetting, which I’ve been doing for almost 8 years now. As our industry is growing, this is becoming progressively more important. More gyms mean more routes and boulders have to be set more often, and people need to know the fundamentals on all aspects of routesetting in order to be able to create a great experience for the customers. We want them to come back, don’t we?

 

As for Germany, it’s only in the last 15 years that the growth in climbing gyms really started picking up pace, and through that growth routesetting has become more and more important. My first contact with routesetting was at the 1991 World Cup in Nürnberg where a certain Wolfgang Güllich was setting the routes together with Kurt Albert and others. When these guys were routesetting from ropes back then, what did it look like? Maybe a bit like this:

 

Vintage Routesetting Technique

 

Some of us might have used techniques similar to this at a certain stage or actually still do.

 

When I started routesetting, everyone was using standard sport climbing practices. We thought, “Yeah man, climbing gym, cool, all good! No sharp edges, no cutting tools! We climb all the time with one rope, why would we need more than one rope for routesetting? We’re comfortable with height as climbers, no problem!” We felt invincible. We were teaching routesetters this way, we were routesetting this way ourselves, and we probably would still be routesetting this way if not for the wake-up call we got one day. A rope almost ruptured on a coworker of mine due to a sharp edge on the wall and luckily, we didn’t have to learn the hard way:

 

 

“Once in a lifetime” you say? Nope, this was not a singular event when it comes to damaged ropes. My team started to notice this happening with some regularity, and we determined that the hazards of a cut rope weren’t preventable. So, what do we do? Similarly to the CWA’s Work-at-Height standard, we apply techniques that are already used in other fields. We switched to a redundant way of routesetting and began teaching it this way from then on. Not only in Germany but also in other European Countries like the UK, Austria, Denmark, Italy, Switzerland, and France. The community is rethinking safety standards for the industry on a larger scale.

 

Routesetting has evolved along with the sport of climbing, the climbing community, as well as overall industry growth. You all know this! A climbing film winning an Academy Award, combined sport climbing being part of the Olympic family next year, and the level of awareness of climbing and the gym industry is growing faster than ever. We have to meet this awareness with a certain level of professionalism.

 

What does this mean for routesetting? We have to be aware of what we are doing and the bottom line for this is: we are not climbing when we are routesetting, we are working, and we have to act accordingly! I will not dig into the hazard analysis and the legalities – this has been done here before.

 

My point is the necessary shift in our mindset as routesetters – be it the Operations Manager, the Head Routesetter, or the routesetters on the team. It doesn’t take much to embrace this way of thinking and if you value your life, this is the best way. I am not only talking cut ropes but also human error, injuries, and medical issues. Do we really want to wait for an even bigger accident to finally see the obvious?*

 

I‘m on a mission. And my mission is to make the routesetting profession safer on a global scale. With the industry getting bigger, more gyms popping up everywhere, and more demand for awesome routes, new routesetters need to know what they are doing. We want to give them the tools to pursue a professional curriculum and keep customers from getting hurt.

 

In order for our industry to keep growing, we need to reduce risk in routesetting. What I personally want most is to have routesetting stay as much fun as it is right now, and that involves safety: not third, not second, FIRST! The foundation of routesetting is all about safety. Creating movement and climbing come after that.

 

*Editor’s note: As this post was being prepared, an accident occurred in Germany resulting in the death of a climbing wall worker named Gerhard Haug. Mr. Haug was conducting an inspection on the wall and fell from 16 meters (over 50 feet). It is not clear what kind of rope system was in use, but it was not redundant. There was apparently no rope attached to his harness. We will share further information if it becomes available.

 


From Climber to Worker: A Panel Discussion on Work-at-Height

Join Peter Zeidelhack and other routesetting leaders for a panel discussion of the Work-at-Height standard and the future of the routesetting profession during the 2019 CWA Summit conference. Register here.


 

Peter Zeidelhack Head ShotAbout the Author

Peter Zeidelhack has been a routesetter for 16 years, specializing in commercial routesetting and routesetting safety. He is Head of Routesetting Training for DAV (German Alpine Club), manager of two gyms, and responsible for routesetting in 4 gyms with a total climbing surface of 16.000 square meters.

 

Tags:  certifications  operations  OSHA  PPE  risk management  routesetting  routesetting management  staff training  standards  work-at-height 

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Let's Get Engaged!

Posted By Chris Stevenson, Monday, March 11, 2019
Climbing Gym Customer Experience

Employee engagement is a hot topic, and rightfully so. Companies that have a high level of success also have a high level of engaged employees. And no, I don’t mean vows and bridal bouquets. I mean “engaged” in the company’s mission statement and core values. Most companies don’t put a strong focus on creating a culture that engages employees. This is often because they don’t know how to do it. Before we get into the how, let’s look a little more at employee engagement as a whole.

 

There are three types of employees: engaged, disengaged, and actively disengaged. Engaged employees are the ones you want. Engaged employees work with passion and feel a profound connection to their company. They drive innovation and move the organization forward. Disengaged employees are essentially “checked out.” They’re sleepwalking through their workday, putting time – but not energy or passion – into their work. And actively disengaged employees aren’t just unhappy at work; they act out their unhappiness. Actively disengaged workers undermine what engaged coworkers accomplish. While engaged employees are the sought-after group in our facilities, research shows that they constitute only a small percentage of our work force, with the majority of employees falling into the other two categories.

 

So, what are the factors that lead to employee engagement? How can you engage your employees (without getting down on one knee)? Here are five keys to dramatically improve your employee engagement.

 

1. Fair compensation – All team members have to feel like they are being fairly compensated for their work. Make sure you do your research, and know what the going pay rates are for different positions. What a team member feels is “fair” may not be what the market dictates. That is important to know if you find them questioning their compensation. Even when explained and supported, the member may still feel under-compensated. Offer small incentives, raffles and contests to help combat these feelings, and couple these with the four other components provided herein.

 

2. Meaningful work – This starts with company vision, mission and core values. Your team members need to know these things and believe in them. It is important to constantly infuse those items into your team and into their work. That is global. Team members have to know that what they do as individuals matters, and has an impact on the bigger picture vision, mission and values. Even the most seemingly mundane tasks often have a deeper meaning. It's your job to make sure that everyone on your team understands the impact and importance of their respective roles and every task for which they are responsible.

 

3. Appreciation and gratitude – You can never show too much appreciation to your employees. While you infuse your company vision, mission and values, and stress the meaningfulness of their individual roles, cement it with appreciation and gratitude. Gallup research shows that, at a minimum, an employee should receive praise at least once every seven days. I recommend even more. If you have someone on your team that you can't praise at least once a week, it may be time to get him/her off your team. I also strongly recommend creating a “gratitude” system. Daily business routines can sometimes neglect opportunities for employee recognition. Create a checklist, reminders, excel spreadsheet where you plan and track the gratitude you express. When people hear me give this advice, they often ask if that minimizes or trivializes the concept of gratitude. It absolutely does not, as long as you are authentic. It simply reminds us to do something that may have slipped our mind when things get crazy.

 

4. Personal growth – Employees have an innate desire to be better. Learning and self-improvement drive engagement. Disengagement can begin the minute a team member feels as though growth has stopped. Find ways to make sure that your employees are always growing in their work environment. That can come from reading, webinars, podcasts, conferences and more. Empower them to take part in some decision-making, and to handle certain things on their own. Even taking the time to coach them up on a regular basis lets them know that you care about their improvement. When team members know that they are improving and growing the will stay actively engaged.

 

5. Winning – There is nothing more motivating and engaging than achieving a win. Find ways to put your employees in a position to achieve daily victories. Set them up for little wins and celebrate them. A team member should never leave a shift without having at least one win. In practice, this could be setting up KPIs (Key Performance Indicators) that can be reached on a daily basis. It could be as simple as empowering them to do a little extra for your members without having to ask permission. Find ways to make them the hero. If there is good news to deliver, a resolution to a problem that a member is having, or even some swag to give away, let your team member handle it. Hand them that win. Finally, in team meetings, start with asking them what their wins were for the week. Not only does that allow employees to celebrate achievements, it trains them to look for new and/or opportunities to accomplish!

 

Engaged employees “make” you. Disengaged employees, and, even worse, actively disengaged employees, “break” you. Try implementing some of the strategies above to make sure your facility is being made and not broken. None of the strategies above require much of a financial commitment. It just takes a little focus, attention, and time. It is well worth it. An engaged team leads to engaged members and that is the formula for success!

 


Employee Engagement Pre-conference at the CWA Summit

Want more employee engagement tips, tricks, and strategies? Don't miss Chris Stevenson's pre-conference workshop at this year's CWA Summit, Cultural Leadership: The Key to Employee Engagement and Motivation. For assistance adding a pre–conference to your registration, reach out to us at 720-838-8284 or events@climbingwallindustry.org.


 

Chris Stevenson Head Shot About Chris Stevenson

Chris Stevenson is the owner of Stevenson Fitness, a full-service health club in Oak Park, California. The club’s success is based on providing an unparalleled member experience, which centers on proper staffing, systematic operations, and world-class leadership. This success is reflected in the club’s Net Promoter Score, which is consistently in the high 80s (industry average is in the 40s). Chris is an international speaker who presents viable, applicable lectures that resonate with every audience.

 

Tags:  company culture  employee engagement  employee turnover  human resources  leadership  management  staff retention  staff training 

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The Three Most Important Pieces of Personal Protective Equipment for Climbing Wall Workers

Posted By Aaron Gibson, MS, Wednesday, February 13, 2019
Personal Protective Equipment

Climbing wall workers are confronted with a number of potential hazards to be protected against. Personal protective equipment (PPE) is the term given to wearable devices and clothing used in the workplace to protect workers from various hazards. The Occupational Safety and Health Administration (OSHA) states that PPE “shall be provided, used, and maintained,” whenever necessary by risk of injury and hazard exposure to workers [1]. Each job task should be assessed for potential hazards (see my previous article about JHAs) but most climbing wall workplaces can benefit from three fundamental forms of PPE: eye protection, hearing protection, and hand protection.

 

Safety Glasses and Safety Goggles

Eye Protection

Eye protection is perhaps the most important protection device in your PPE toolbox because our eyes are delicate and vulnerable to a variety of hazards. OSHA requires that “the employer shall ensure that each affected employee uses appropriate eye or face protection when exposed to eye or face hazards from flying particles…” [2]. Most notable in the climbing wall workplace are physical impacts such as projectile materials, particulate matter, and liquid chemicals. An approved pair of safety glasses with side shields can protect against metal shards, plastic particles from holds, and wood dust, such as when using an impact drill during routesetting. Safety goggles provide all-around protection and should be used for splash hazards often found during cleaning operations with liquid chemicals.

 

Earplugs and Earmuffs

Hearing Protection

Noise-induced hearing loss can occur as a result of both a one-time excessive noise level and from long-term exposures to excessive noise. While single intense “impulse” noises are possible in the climbing gym environment, more likely are chronic, long-term exposures to elevated noise levels (above 85 decibels) over time. The good news is that noise-induced hearing loss is preventable. The use of disposable earplugs or earmuffs provides the necessary protection. Depending on the type of device used, these effectively reduce the noise levels by 15-35+ decibels, saving a worker’s hearing. Some workers may use music headphones or ear-buds in lieu of earplugs (or earmuffs) and while these may provide some noise reduction they are typically not designed to protect in the same manner as hearing protection. In fact, in some cases, listening to loud music while also performing work in a noisy environment may even increase your risk of hearing loss, so be aware of what type of hearing protection you choose.

 

Gloves for Hand Protection

Hand Protection

As climbing wall workers, protecting your hands is important to your ability to both work and climb. Gloves provide the necessary barrier between our hands and what we are handling. Select appropriate gloves for the task you are performing. There are different gloves for different types of tasks weather it is housekeeping chores, hold washing, routesetting, or other manual labor. Routesetters that go without work gloves while stripping a wall are susceptible to cuts and abrasions to their hands from bolts, spinning holds, and repeated contact of handling holds. Workers can benefit from preventing blisters and abrasions by wearing a thin-layer work glove when performing daily cleaning duties.

 

In summary, the use of PPE is an important means of reducing workplace injuries and incidents. While protecting workers’ eyes, ears, and hands is a good place to start, keep in mind that training is necessary for proper work practices. An emphasis on worker participation and the demonstration of a positive safety culture by management is paramount to effectiveness.

 

References and Resources

[1] OSHA 29 CFR 1910.132 – Personal Protective Equipment
[2] OSHA 29 CFR 1910.133 – Eye and Face Protection
[3] OSHA 29 CFR 1910.95 – Occupational Noise Exposure
[4] U.S. Department of Health & Human Services - National Institutes of Health – Information on Noise-Induced Hearing Loss
[5] OSHA 29 CFR 1910.138(a) – Hand Protection

 

Aaron Gibson Head ShotAbout Aaron Gibson

Aaron Gibson works as an EOSH Professional and has over fifteen years of experience in workplace and environmental safety and health. He’s worked with local, state, and federal agencies as well as private industry. Since 2007, Aaron has applied his experience to the climbing gym industry as a gym owner/operator, coach, routesetter, instructor, and industry consultant/expert. You can contact Aaron at aaron@rockislandclimbing.com.

 

Tags:  management  operations  OSHA  PPE  risk management  routesetting  routesetting management  staff retention  staff training  standards  work-at-height 

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Balancing the Business, Creativity, and Labor of Routesetting

Posted By Amanda Ashley, Monday, January 21, 2019
Climbing Gym Birthday Parties

As businesses, climbing gyms use business strategies, protocols, and methods to establish and operate the gym, but that approach doesn’t entirely work for routesetting. Unlike fitness gyms that use standardized equipment, climbing gyms are engaged in selling the climbing experience to members, which means routes and boulders set in the gym must emulate the very elusive concept of natural rock. Managing routesetting means balancing the business aspect, the creativity, and the manual labor. These are 3 distinct and very different skill sets, and it’s nearly impossible for anyone to be engaged fully in all 3 at the same time. The goal of managing a routesetting program is to engage the right staff, at the right time, in the right task, to the right degree.

 

Understanding Creativity, Business, and Labor

Creativity can be defined simply as creating something that didn’t exist before, ie: a new route or boulder in the gym. Inherently, creativity and productivity don’t mix and can be challenging in business. When you see a routesetter staring at a wall, many managers will think, “that person needs to do something.” But approaching routesetters and routesetting this way will only lead to frustration and conflicts. It’s important to know that it’s nearly impossible to see the creative process. People generate ideas in different ways, but research shows that ideas typically come when the mind is free and random thoughts can occur.

 

Business tasks on the other hand, unlike the creative process, are observable. It’s easy to tell when admin tasks are not completed. The business side of a routesetting program includes measurable tasks like placing orders, writing schedules and signing off on payroll – meaning you can determine the average amount of time it takes to accomplish these tasks. Of the three key elements to managing a routesetting program, the business side is the clearest cut, but due to the nature of the other aspects of the job, can present challenges.

 

The manual labor of routesetting cannot be measured in terms of productivity in the same way that other positions can be. This is due to the variable sizes and complexities of routes, and while the routesetter will have a plan of how they want to set the holds, there will be changes as the route takes shape on the wall. Furthermore, unexpected problems can arise that slow down the process, like a broken drill or a spinning t-nut. Additionally, routesetters often work outside of gym hours to set routes.

 

Creating a routesetting team that meets business goals, creates dynamic and fun routes that your members enjoy, and operates productively and efficiently can be a challenge to manage due to the unique skill set required for the position. Luckily, there are some approaches that can help.

 

Apply Strategic Thinking

Labor productivity research shows that the main characteristics influencing staff productivity fall into two categories: 1. age, skill, and experience, and 2. leadership and motivation. How you engage and interact with your team plays a significant role in determining the outcome. Identify the strategic requirements of the job – how does this job contribute to the overall mission and goal of the business? Then identify and prioritize the activities that would reach that outcome. Unfortunately for management and staff, the connection between their role and the strategic contribution they should be making is not always obvious, and losing track of this very important ideation can lead to poor productivity and skewed expectations. Simply put, your staff should be able to say the goal and objectives of their role as routesetters within the larger framework of the gym and know how their work directly affects the business.

 

Schedule Team Meetings Appropriately

While most of your staff probably keeps a regular schedule, routesetters may be setting after hours to avoid business interruption, which can lead to late nights. This may sound obvious, but expecting routesetters to attend early meetings after a late night or a re-set after a comp isn’t setting them up for success, pun intended. While team meetings are important and often need to occur right after events to recap, schedule them when they make sense and with consideration of when your routesetters usually pull shifts.

 

Cross Train on Varied Tasks

As an employer, don’t fall into the trap of a one-stop shop employee; sure, the idea of a creative routesetter/business wunderkind/workhorse sounds good, but as your gym grows, this approach limits what your staff can do and can lead to burnout. Be creative and do what works for your team; if you’re unsure of what your team needs, ask them for input. Cross-training the routesetting team on all the tasks that need to be accomplished for the business, while allowing them to develop skills and take on new responsibilities, will in turn support the strategic plan and growth of the gym.

 

Build Creativity Into the Schedule

We’ve already covered that creativity happens when the mind is free, so build in time for routesetters to be creative as a part of their job. Simply because you can’t see it doesn’t mean your business won’t benefit from the process that routesetters undertake to create routes; and they need to be compensated for their creativity. What does that look like at your gym? Ask your routesetters when and how they get their best ideas for routes, then include time for them on their schedule to foster and develop creativity. You’ll know it’s working when your gym members are happy with the routes and providing positive feedback.

 

Putting It All Together (PIAT)

Balancing creativity, labor, and business doesn’t have to be challenging once you know what you need to accomplish. Managing your team well means that you know the strategic objective of the job and the strengths and weaknesses of your team.

  • Define Routesetting Strategically
  • Identify and Prioritize Routesetting Tasks
  • Schedule Meetings so Routesetters Can Participate
  • Cross Train on Varied Tasks
  • Schedule Time for Routesetters to Be Creative

 

Amanda Ashley Head ShotAbout Amanda Ashley

Amanda Ashley is a writer, climber, and a climbing mom. From her early days spent training on the musty community woody in The School at the New River Gorge to training in modern mega climbing gyms all over the West, she's seen the rise of climbing gyms and the evolution of routesetting up close and personal for the past 20 years. Amanda writes about climbers, routesetting, changes in climbing movement and performance, and the climbing industry. Amanda's work has appeared in Climbing Magazine, Climbing Business Journal, and the Utah Adventure Journal.

 

Tags:  company culture  employee engagement  human resources  leadership  management  operations  routesetting  routesetting management  staff retention  staff training 

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The Two Keys to a Great Customer Experience

Posted By Chris Stevenson, Monday, January 14, 2019
Climbing Gym Customer Experience

A few months ago, I was in Lisbon, Portugal, presenting to more than 1,000 club owners on membership sales. The presentation was about experiential sales and the concept of serving instead of selling. (This great concept will be a future blog topic.)

 

The event was held at the Epic Sana Hotel Lisboa. The hotel completely lived up to its name, delivering an absolutely unparalleled customer experience. I travel a ton, both personally and professionally, and this was by far one of the best hotel experiences I have ever had. The Epic Sana Hotel Lisboa nailed the two fundamental components to a great customer experience: A product or service that efficiently and effectively meets all of your needs, and a product or service that finds opportunities to surprise and delight.

 

Key #1: All of my needs were met efficiently and effectively. I arrived in the morning and my room was ready. Having flown on a redeye for over 14 hours, this was important to me. The reception staff was proactive about informing me of all of the amenities and things to do in the area. The few questions that I did have were answered by the first person with whom I interacted. There was no escalation, the person I spoke to was well-equipped and well-informed. (As a side note, one of the most common complaints from consumers is escalation – wherein a staffer needs the assistance of someone else in order to respond to an inquiry – so make sure you minimize that at your facility through your training program.) My room was cleaned every day as soon as I left it. There were complimentary waters in my room every day. The entire staff was bilingual, so I never had any issues communicating with anyone. Everything that one would expect from a hotel was in order, efficiently and effectively meeting all of my needs.

 

Key #2: The Epic Sana Hotel Lisboa also excelled at finding ways to surprise and delight me. There was literally a surprise and delight around every corner. The TV in my room said, “Welcome Mr. Stevenson,” when I arrived. The room was automated based on my behavior, so when I returned, the room automatically went back to the way I left it. The lights I wanted on, came on; the curtains I wanted open, opened; and the TV turned back on to the station that I left it on, at the volume I had set. The bartender comped me a few drinks over the course of my stay. The housekeeping staff turned down sheets every night and placed a piece of chocolate on the nightstand. To top it off, when I forgot my outlet converter, the hotel staff went and purchased it for me at no charge and delivered it to my room.

 

With all of the traveling that I do, this was one of the best experiences I have ever had at a hotel. All of my basic needs were not only met, they were exceeded, and I was consistently surprised and delighted. I had a great customer experience.

 

Take a few minutes right now and think about your facility. Are you hitting the two fundamental components of a great customer experience? Is it easy and welcoming for your customers to park, enter your facility, buy a membership, climb the way they want to, etc.? Are you doing things like recognizing birthdays and membership anniversaries, memorizing names, anticipating needs, and finding other creative ways to surprise and delight your customers on a regular basis? If not, start brainstorming how you can. If you believe you’re already nailing both of those fundamental keys, brainstorm how you can be even better. As the climbing industry continues to become even more competitive, a great customer experience becomes even more essential.

 

Chris Stevenson Head Shot About Chris Stevenson

Chris Stevenson is the owner of Stevenson Fitness, a full-service health club in Oak Park, California. The club’s success is based on providing an unparalleled member experience, which centers on proper staffing, systematic operations, and world-class leadership. This success is reflected in the club’s Net Promoter Score, which is consistently in the high 80s (industry average is in the 40s). Chris is an international speaker who presents viable, applicable lectures that resonate with every audience.

 

Tags:  company culture  customer experience  customer satisfaction  customer service  employee engagement  human resources  leadership  management  staff training 

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Where to Begin with Diversity, Equity, and Inclusion Initiatives

Posted By Emma Walker, Friday, January 4, 2019
Diversity, Equity, and Inclusion Puzzle

There’s a lot of talk in the climbing industry lately about diversity, equity, and inclusion (DEI): What will it take to get more people tied in? How can we make climbing more accessible to a larger, more diverse audience? If you know where to begin, incorporating DEI initiatives into your gym’s practices is more approachable than you might think.

 

Offer basic instruction

“When I first walked into a gym,” says Kriste Peoples, “it looked like everybody else automatically knew what they were doing. I never saw any kind of promotion that said, ‘If you’re new to climbing, we’ll show you the ropes!’ That feeds this notion that climbing is really exclusive.” Peoples instructs Women’s Wilderness’ Girls Lead for Life program, a weekly after-school climbing and leadership program for girls. When Peoples started climbing, she didn’t know much about what gear she needed or to how to tie a figure-eight, and she felt intimidated by the lack of information available for newbies. Offering a short class—even a free community night—on how to tie in would have gone a long way. “In my opinion, this is just good business,” Peoples laughs.

 

Partner with Local Organizations

Representation matters. That’s why climbing organizations like Brown Girls Climb (BGC) and Brothers of Climbing were created: so climbers of color would have opportunities to climb in safe spaces. Monserrat Matehuala, a member of the BGC national leadership team (and co-founder of the group’s Colorado chapter), recently helped run a DEI training for Earth Treks in Golden. “Gyms are gatekeepers for the rock climbing community,” she says, lauding Earth Treks for its commitment to DEI. “They’re often the first contact new climbers have with the community, so it matters that they feel welcome there.” Facilities who reach out to the local chapters of these organizations and create space for them—hosting nights when members of those groups have free or reduced-cost gym entry, for example—tells climbers of color they’re welcome all the time.

 

Watch Your Language

Using inclusive language, says Matehuala, is one easy way to make all your members feel welcome. “There’s a difference between being welcoming and being inclusive,” she explains, using greeting language as an example. Matehuala suggests using a non-gendered greeting—“Hello! How’s your day going?”—rather than one that assumes a member’s gender, like “Hey man!” or “Thanks, sir!” She cites the often-used shortening for the word carabiner (many climbers say “biner”) as an example: it may sound innocuous, but that shortening sounds exactly like an ethnic slur. “It’s hard to break a habit, but as educators, it’s really important,” Matehuala explains. Many gyms are choosing to incorporate that change into their learn-to-climb curricula, she says, which has the added benefit of minimizing the jargon new climbers must learn. Another quick step: Take a look at the imagery around your gym, including ads for upcoming clinics and posters of climbers on picturesque routes. If all the photos you see are of white climbers, it’s time for an overhaul.

 

Train Yourself and Your Staff

Ready to take the plunge? Consider hosting a DEI training for your staff facilitated by someone like BGC or the Avarna Group. If it’s not feasible to bring a facilitator to you, the Avarna Group and others are offering some excellent DEI workshops and conference sessions at the 2019 CWA Summit!

 

It's also important to make professional development resources available to your staff, model inclusivity, and have regular conversations about the importance of DEI. BGC has a number of resources available on their website, and James Edward Mills’ The Adventure Gap and Carolyn Finney’s Black Faces, White Spaces are excellent primers on the importance and value of DEI in the outdoors.

 

Emma Walker Head ShotAbout Emma Walker

Emma Walker is a freelance writer, editor, and an account manager with Golden, Colorado-based Bonfire Collective. Emma earned her M.S. in Outdoor and Environmental Education from Alaska Pacific University and has worked as an educator and guide at gyms, crags, and peaks around the American West.

 

Tags:  climbing culture  community development  company culture  diversity  leadership  management  staff training  workplace diversity 

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If Customer Experience Is Important, Why Aren’t We Good at It?

Posted By Chris Stevenson, Tuesday, December 18, 2018
Climbing Gym Customer Experience

The Customer Engagement Academy (CEA) recently released its Member Engagement in the Global Health and Fitness Industry Survey Report for 2018. It was full of great research and data, but there was one thing that stuck out to me. Based on the survey results, while a majority of clubs felt that member engagement is really important, not very many clubs felt that they were doing a good job at it. Given all of the parallels between the fitness industry and the indoor climbing world, I would venture to guess that some climbing facilities feel the same way. With the increase in the number of climbing facilities and competition, member experience is going to become a huge competitive advantage, if not the most important one. Create a great climbing experience, focusing on the entire customer journey, and you will win. Don’t, and you will lose.

 

So how do we do this? Let’s allow the data to guide us. According to the study, the top three reasons clubs felt they were falling short were lack of human resources, other priorities were taking precedence, and lack of understanding of what needs to be done. Let's break those three things down and talk about how we deal with those challenges.

 

1. Lack of human resources. The best way to deal with this is to simply make sure that all of your staff members, regardless of position, are trained on member engagement. If your entire team is armed with engagement skills, you will dramatically increase your resources. Any time we hire a new team member at Stevenson Fitness, we start the onboarding process with our company story and member experience training. We cover, in-depth, all strategies that enhance the member experience. This includes things like name recognition techniques, body language, luxury language, proper policy enforcement, warm welcomes, fond farewells, and more. We use a combination of lecture, videos, books, articles, power points, and role play to make sure nothing is missed. We also use quizzes to make sure that the information is retained.

 

2. Other priorities taking precedence. If clubs believe that engagement is essential, and the report says they do, you simply have to prioritize it. This isn’t always easy. We tend to let the technical duties of our roles as well as putting out fires get ahead of actively creating a great experience at all times. Members have to come first. The world stops when a member is present. Technical aspects of jobs take a backseat to opportunities for engagement. Communicate that consistently to your team, recognize when they do it well, and evaluate their performance on it. Create a customer-centric culture.

 

3. Lack of understanding of what needs to be done. This is perhaps the easiest challenge to conquer. Go to events like the CWA Summit every year. Attend experience, retention, and engagement-themed presentations. Find an event or two outside of the indoor climbing industry to learn creative approaches you can bring to your business and your industry. Listen to podcasts, read appropriate books, and subscribe to blogs. There are plenty of great resources to show you exactly what needs to be done. Utilize them!

 

Success comes when our behaviors match our priorities. Prioritize member engagement and establish behaviors that support it! Your members will notice, and it won’t take long for your business to see the benefits.

 

Chris Stevenson Head Shot About Chris Stevenson

Chris Stevenson is the owner of Stevenson Fitness, a full-service health club in Oak Park, California. The club’s success is based on providing an unparalleled member experience, which centers on proper staffing, systematic operations, and world-class leadership. This success is reflected in the club’s Net Promoter Score, which is consistently in the high 80s (industry average is in the 40s). Chris is an international speaker who presents viable, applicable lectures that resonate with every audience.

 

Tags:  company culture  customer experience  customer satisfaction  customer service  human resources  leadership  management  staff training 

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It’s Not a Cakewalk: How to Develop a Birthday Party Program

Posted By Amanda Ashley, Monday, December 3, 2018
Updated: Friday, November 30, 2018
Climbing Gym Birthday Parties

With fees ranging from $100 to over $300 for a two-hour party, birthday party programs can be a serious and solid income stream for climbing gyms and also align with other business goals. Not only are you creating a community for your existing youth climbers to celebrate their milestones in your gym, you are also gaining exposure to new youth and families that are not already members of your gym.

 

A birthday party program, like any revenue stream, requires business know-how, research, and set-up to make sure that it’s successful and in line with your brand and business mission. The process for researching the viability of a birthday party program, as with any program for your gym, is known as market research, and the more effort you put into it, the more successful your program will be. Effective market research will result in developing a program that meets customer’s needs, is competitive with similar offerings, is financially viable, and offers a repeatable template for every event.

 

Know Your Customers and What They Want

No matter the size of your gym, the most effective way to learn about your customers is to perform your own market research. In-house market research can be done through conversations, online surveys, or by looking at online analytics. While it’s likely that your existing members will take advantage of your birthday party program, the insights you will gain from research will help you market to a new set of customers, which gives you opportunities to boost membership and promote youth programs. When you research customers, you’ll need to answer the following questions:

  • Who is going to book a party at your gym?
  • What other options are they likely to consider for their party location? Why?
  • Why do they book parties at venues?
  • What factors are likely to convince them to book a party at your gym?

The answers to your research questions should include general and specific information, for example:

 

Who is going to book a party at your gym?
General information: Parents
Specific information: Parents of children aged 8-14 within a 10 mile radius of the gym

 

Know Your Competition and What They Offer

What is your competition? While you might think that a neighboring gym is your main competition, when it comes to birthday parties you are now competing with amusement parks, zoos, restaurants, and countless other venues. While the sheer volume of venues can be overwhelming, focus your research on venues that host parties comparable in size to ones you will offer in your gym. After reviewing your competition, you can determine what you offer that they don’t.

 

When you research competition in your area you should be collecting data on:

  • What services/activities they offer
  • What rates and fees they charge
  • Their marketing materials and ads
  • What can you offer that they can’t? (Unique selling proposition)

 

Set up a Party Space

Unless you want kids carrying drinks and cake all over the gym, set up a dedicated party space and make sure guests understand your expectations on where they eat and place food. The party room should be easy to set up, decorate, and clean. Determine what you will offer and what you expect parents to bring or do.

  • Will you decorate or give out goody bags?
  • Do you have ice?
  • Do you offer a sink or kitchen space that can be used?
  • Do you have enough tables and chairs for kids and parents?
  • What activities will you offer: only bouldering, only top-rope, games or other hands-on activities?
  • Do you provide an e-vite with links to waivers and information about climbing in your gym?

 

Calculate a Pricing Structure

You’ll want to calculate a pricing structure that adequately reflects your value proposition in addition to the party aspect. Birthday parties at your gym may cost more than hosting a party at the local pizza place – and you should be prepared to explain why. One obvious unique selling point is the value of the experience the kids will get when they learn about and get to try indoor climbing.

 

There are different pricing models that you can apply, but you’ll want to consider material costs, labor costs, and other fixed or overhead costs that are inherent to running a climbing gym, as well as competitors’ pricing. It can be difficult to determine a pricing structure, as you must balance selling a service, delivering value, and earning a fair profit. As you build and develop your program you can monitor and change prices.

 

Create Birthday Party Packages

Once you know what your customers want and what the competition offers, it’s time to figure out what you are going to offer. You’ll want to clearly and specifically outline what you’ll offer and how much you’ll charge. Things you’ll want to cover in your packages are:

  • Base rates and rates for add-ons
  • Times/days that you offer parties
  • What age range can you accommodate? Are the space and activities appropriate for all ages?
  • What you provide; plates, napkins, serve ware, shoes, harnesses, etc.
  • What parents need to provide; decorations, drinks, food, cake, etc.
  • Do you have a parent or adult/child ratio requirement?

You can be creative with packages to sell more at a better price. How you present your packages can make or break your program, so make sure to re-evaluate if you are not seeing the sales you were expecting.

 

Get the Whole Team on Board

Getting the whole team on board with the new program is crucial to its success. Not only is training essential to make sure that events are booked and run properly, you’ll also be engaging and investing in your staff. Provide the staff all the information about the new program so they can answer questions and speak to guests about booking events. When events are booked and held make sure that everyone knows what the expectations are for their involvement.

 

Market Your Birthday Party

Once you’ve researched and defined your birthday party program, it’s time to get the word out and generate sales. As part of your research on competition you collected data on marketing, now you’ll use it to promote your program. Obviously you’ll want to promote your birthday party program to your existing members and on your social media.

 

To target new customers, you’ll use your research on who your customers are and advertise to them. Add a landing page to your website with relevant information and be sure to include an information capture form to get leads. Create a list of likely search terms, such as “best kids birthday party venue,” and target them with ads. Send out press releases to local media outlets. Invite local family and mom bloggers to come tour the facility and write about what you offer and why it’s unique. There are lots of marketing strategies to choose from, but the key is to think about where your customers “hang out,” whether that’s online or in person, and develop a plan to reach them.

 

Putting It All Together (PIAT)

Creating new business lines can be intimidating, however the pay-offs make it worthwhile. Set realistic goals for accomplishing each step of market research and launching your new program, set it up properly and do it right the first time. Birthdays are a life milestone at any age and developing a well-thought-out birthday party program builds the community in your gym and creates brand loyalty with your members. You may not be able to research everything, so stick to the areas that will provide you with the most important information:

  • Know what your customers want
  • Know your competition
  • Create a fun and functional party space
  • Run the numbers to develop pricing
  • Clearly outline everything you offer
  • Train all the staff on expectations
  • Market and book birthday parties

 

Amanda Ashley Head ShotAbout Amanda Ashley

Amanda Ashley is a writer, climber, and a climbing mom. From her early days spent training on the musty community woody in The School at the New River Gorge to training in modern mega climbing gyms all over the West, she's seen the rise of climbing gyms and the evolution of routesetting up close and personal for the past 20 years. Amanda writes about climbers, routesetting, changes in climbing movement and performance, and the climbing industry. Amanda's work has appeared in Climbing Magazine, Climbing Business Journal, and the Utah Adventure Journal.

 

Tags:  birthday parties  marketing  operations  programming  staff training 

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