1. CLIENT RESEARCH 2013: Ivanhoe Core Principles Personal Training & Development

2. !MKR Business Context About the Researcher !MKR is Louise Montefiore Kennedy Louise is a dualist (qualitative/quantitative) researcher with ten years consulting and client service experience in the market research industry. Prior to going freelance in 2010, Louise worked agency - side at Sweeney Research and TNS Global. As a long term member of the AMSRS, Louise abides by the AMSRS Professional Code of Conduct 2 Core Principles (CP) is a boutique personal training business in operation since September 2011. CP prides itself on providing fitness services by professionals in expert designed studios. With the aim to keep the ‘voice of the customer’ at the centre of the business, Core Principles commissions a client survey each year to ensure that: clients have an opportunity to provide feedback about Core Principles services the owners can use an evidence based approach to service & operational decision making Core Principles| Client Research 2013| Cheltenham

3. !MKR OverallReputation Communication Research Objectives The research aims to understand the views of Core Principles clients. More specifically: Understand how clients feel about the quality of personal training and classes Obtain guidance on how clients want to received different sorts of information from Core Principles 3 Studio environment Assess the overall reputation of Core Principles and client’s likelihood to recommend CP Training & classes Investigate how people fell about the studio environment, facilities & equipment Core Principles| Client Research 2013| Cheltenham

4. !MKR RESULTS

5. !MKR PERSONAL TRAINING

6. !MKR Personal training skills 6 Q3/Q6. How satisfied are you…… Base: n=56 At Core Principles Ivanhoe, the trainer skills are well regarded by clients. Whist there is some room for improvement, its also important to recognise that there are no dissatisfied clients For the business to leverage the range of training styles, creating opportunities for cross- pollination is important. This could be as simple as holding knowledge sharing & skill building sessions among the trainers where a case study is put forward and the group discusses ways to approach the challenge

7. !MKR 7 Ben is very adept at encouraging me to push my limits and attain my health goals. He keeps programs challenging but entertaining. He is also cheerful and supportive. Excellent trainer. Explains and shows every exercise. Ben is an excellent PT. Over time we've built up a good understanding, & work well together to meet my goals. Stefan really knows me and what I need out of the sessions. Seriously fantastic! Have a good relationship with Stefan who pushes me to achieve my goals Gene works me hard and doesn't take any shit. I like that. What can I say? He is GREAT! Gene has done a fantastic job getting people who compliment his way of training! Great personality, very energetic and works me hard Love the dedication to her clients. I really enjoy being trained by Deanne!! BEN STEFAN GENE DEANNE BELINDA Belinda is willing to provide extra information to help you achieve your goals Great energy and enthusiasm and really encouraging in all sessions. She is an asset to Core Principles I love working with Belinda. She keeps it fun and makes it interesting Highly motivated and interested in my welfare! What clients say about the trainers

8. !MKR THE CLASSES

9. !MKR Classes are well regarded. Aim to reduce the “ambivalence” & dissatisfaction 9 Q8. Shown below is a list of the classes on offer. Please indicate how you feel about the one’s you attend Base : as shown for each class Note: the volume of dissatisfied people in each bar on this chart amounts to n=1 per class n=17 n=9 n=17 n=16 n=14 n=13 n=18 n=14 n=13 n=11

10. !MKR Some classes seen as too crowded 10 Q9. Thinking about the classes you regularly attend, would you say the number of people is Base : as shown for each class n=16 n=17 n=8 n=11 n=14 n=13 n=15 n=8 n=14 n=11 n=15 Whilst the “lock out’ policy is understood & generally accepted, being locked out of 5.30am spin can be a cause for frustration and should be minimised

11. !MKR What clients say about the classes 11 Great class- very popular though so should consider having another class running on the same or different day Can't fit more people in the room. Need more sessions? SUSPENSION THT Need more classes as I can't usually make morning classes Never enough weights in the range…. Deanne ensures her class suits everyone, giving people individual attention and pushing me personally to work harder each time. FITBALL Great class!! However, would be great on a Wednesday night Thursday night boxing is great. Instructor is flexible and able to structure the class not matter what size to get suitable workout. BOXING Stephan is a very professional instructor and he spends time with everyone during the class. Challenging CIRCUIT Stefan needs to provide a little bit more "verbal" support and encouragement to those who need it Never enough balls the right size!!

12. !MKR What clients say about the classes 12 Love Felicity's style. Very good teacher - explains things well and shares her wisdom. I never seem to be able to get to this class. Sadly it is my own time constraints YOGA I would love to try this class if it was at a more convenient time have done one class and it was great. My time constraints are the problem here. BODY TONE too repetitive, especially the bike section, it is the same every week. Great class!! HIIT Have attended a number of pilates classes and think this one is very well taught Quite good, caters for varying levels of difficulty and well explained. PILATES Good if the 5.30am session bikes were already set up prior to the class It is annoying to need to get to the morning classes so early to get a spot Belinda is a very professional instructor and the classes are a lot of fun. SPIN Have only attended Wednesday evening yoga and found that disappointing. Would like to attend a yoga session with experienced instructor.

13. !MKR THE STUDIO

14. !MKR All aspects of the studio are rated well 14 Q11. Shown below are different aspects of the studio. Please indicate how you feel about each one, Base: n=54 The studio music rates the lowest and given the subjective nature of music preferences, it is unlikely that clients would ever be 100% satisfied. Improvement might be gained by ensuring all trainers have pre-prepared music for all classes and PT sessions.

15. !MKR Comments on Studio 15 SECURITY Having a few lockable draws might be nice for when I have my wallet I don't like putting my valuables in the storage area when doing classes as they are out of my sight. Query weather locks might be viable on lockers! It would be great if EVERYONE used a towel at the classes so that sweating on equipment and mats when sharing is reduced HAND TOWELS Staff should have pre=prepared playlists so they do not need to spend time changing songs or resort to the radio MUSIC A very positive vibe to the whole operation. Keeps up the motivation. AMBIENCE Fantastic sense of community. I love that all the staff know my name and I know most of the clients too. COMMUNITY

16. !MKR COMMUNICATION

17. !MKR Current level of communication from CP is fine 17 Q13. Would you say the amount of communication you receive from Core Principles is? Base: n=54 Amount of communication received is…

18. !MKR OVERALL MEASURES

19. !MKR Compared to other places, Core Principles is mostly better 19 Q15. Thinking about experiences you have had training in other studios or gyms, would you say Core Principles is… Base: n=54 Compared to other places, Core Principles is… n=31 n=15 n=4 n=0 n=4

20. !MKR All clients indicated they are happy with the service they receive at Core Principles 20 Q18. Taking into account all the aspects you have just talked about, overall, how satisfied are you with Core Principles? Base: n=54 Satisfaction with Core Principles n=27

21. !MKR 95% of clients said they would recommend Core Principles 21 Q19. If someone you know was looking for a personal training studio, how likely would you be to recommend Core Principles? Base: n=54 Likelihood to recommend Core Principles n=35 n=16 n=3

22. !MKR 22 Why people love Core Principles !! Relatively new to the studio and think it is fantastic. Have attended other studios in the past and find the group training program allows lots of choices, so if are caught up on one day, can attend other days. The instructors are great, very motivated and skilled. I've never felt so comfortable coming to a gym before. I haven't trained with all the trainers yet they all know my name and ensure they say hello/goodbye every time (with no effort). I also feel very comfortable talking to my trainers quite openly and am confident it remains private when necessary. Friendly staff and participants. Instructors always acknowledge clients coming and going. Personal attention. Feel valued and a member of something. I don't feel intimidated attending nor do I feel as though I'm 'competing' with other patrons - everyone seems to focus on their own personal fitness goals. Core Principles staff know their clients and keep a friendly eye out for them, as well as making the classes fun. The atmosphere is welcoming and positive, and fellow participants are very friendly. Great staff, sense of community and all the trainers genuinely care about their clients. The variety and number of classes is terrific. Smaller class sizes ensures instructors are able to constantly be checking for techniques which allows maximum benefit from exercise. Lovely staff. I feel comfortable at the studio. I am reaching my acquired results faster. It’s a friendly atmosphere The team know me by name and I see familiar faces each time I attend. I receive regular emails about upcoming events and am kept up-to-date with timetable changes etc. The team seem to genuinely care about helping patrons achieve their fitness goals.

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