Todd Scartozzi on Building Value Into Every Retro Fitness Membership

健身房跟以前不一样了，那些能意识到这种变化的经营者才是今天真正赢家。

Gyms aren't what they used to be, and the operators who recognize that shifts are the ones who are truly winning today.

本期节目，我请到了Retro Fitness的首席运营官。

In this episode I'm joined by Retro Fitness' COO.

我们聊了力量训练的兴起、功能性健身、恢复训练的需求，以及千禧一代和Z世代如何改变健身房如今的面貌和体验。

We dive into the rise of strength training, functional fitness, the demand for recovery, and how Gen Z and Millenials are changing what gyms look like and feel like today.

我们还讨论了从传统有氧为主的健身区域转向的趋势，价值认知如何重新定义低价高量模式，以及为什么以服务为核心的运营方式现在真的能成为竞争优势。

We talk about the move away from traditional cardio heavy fitness floors, how value perception is redefining HVLP models, and why hospitality led service is truly becoming a differentiator today.

如果你正在思考你的健身房该如何升级以保持竞争力，这一期节目正是为你准备的。

If you're thinking about how your club needs to evolve in order stay competitive, this is the episode for you.

那我们开始吧。

Let's get into it.

Todd，非常感谢你今天来参加我的播客节目。

Todd, thank you so much for joining me on the podcast today.

能和你聊天，我真的很期待。

I'm really excited to chat with you.

首先，你能简单跟我们的听众讲讲你的背景故事吗？

To kick things off, can you kinda just tell our listeners a little bit of your backstory?

你是怎么进入健身行业的，又是什么让你走到今天的？

How'd you get into the fitness industry and what led you to where you are today?

当然可以。

Sure.

再次感谢你邀请我。

Again, thank you so much for having me.

其实我职业生涯的前二十年都是在酒店行业度过的，在世界各地管理酒店，我曾经是Omni Hotels的高级副总裁，那是一家大型的商务酒店连锁集团。

I actually spent the first twenty years of my career in the hotel industry running hotels around the world, and I was the senior vice president of Omni Hotels, a large four diamond hotel chain.

Omni Hotels的老板后来收购了Gold's Gym，我等了几年，然后就跳槽到了那家公司，担任首席运营官。

The owner of Omni Hotels bought Gold's Gym, and I waited a few years, but then jumped into that business as the chief operating officer.

当我到那个品牌的时候，它在全球有25家直营店和600家加盟店。

When I got to that brand, it had 25 corporate locations and 600 franchisees around the world.

所以当时的目标就是扩大直营店的规模。

So growing the corporate footprint was the goal.

通过那段时间，在三年半内把Gold's Gym发展到了125家门店，然后被第一家私募股权集团挖去Planet Fitness。

Through that in three and a half years to a 125 locations for Golds, and then was recruited by the first private equity group to go into Planet Fitness.

他们当时有15家第一代俱乐部，经营得很挣扎。

They had 15 generation one clubs that they were struggling with.

我加入后协助了他们组建的一支非常聪明的团队，在修复了那最初的15家之后，我们开始了大规模的建设与收购。

I came in and assisted a very smart group of individuals that they had formed together, and we went on a building and buying spree after fixing those first 15.

五年内，我在六个州和两个国家拥有101家门店，做了两年半的最大加盟商，最后两年半是第二大加盟商。

And in five years, I had a 101 locations in six states and two countries, Was the largest franchisee for two and a half years and the second largest franchisee for my last two and a half years.

这一切在2019年5月结束，当时我有机会加入Retro Fitness，他们把业务搬到了佛罗里达州的西棕榈滩，而我恰好住在那儿，并且很巧地认识了他们新来的CEO，Andrew Alfono，他是从星巴克出来的，至今这段经历都很棒。

That came to an end in May '19 where I had the opportunity to join Retro Fitness who had moved the business to West Palm Beach, Florida where I happen to be living and conveniently was connected with the new CEO that they had brought in, Andrew Alfono, who had come from a Starbucks background, and it's been a great ride to date.

我们现在有九个州的项目在开发中，真的重振了一个在我们大家来到这里时还在挣扎的品牌，那是在疫情之前。

We have a Thunderdolfender in development across nine different states and really revitalized a brand that was struggling at the time that we all kinda got here, like, before COVID.

所以，有这样的背景，你可能懂不少。

So you may know a thing or two with that kind of background.

是从挫折中磨练出来的。

The school hard knocks.

我觉得在健身行业里，我们很多人都有这样的经历。

I think a lot of us have that in the fitness space.

确实。

Absolutely.

你能跟我聊聊Retro Fitness吗？

Can you tell me a little bit about Retro Fitness?

你们的客户群体是哪些人？

What's your demographic?

现在你们发展到什么程度了？

Where are you at today?

对，Retro Fitness最初是在新泽西起步的，纽约、新泽西、宾夕法尼亚这些地方可能是大家比较熟悉的Retro Fitness的根基所在。

Yeah, so Retro Fitness started in New Jersey, and New York, New Jersey, Pennsylvania, probably the primary places that you would know the legacy of Retro Fitness.

南佛罗里达有很多新的门店。

South Florida has a lot of the new locations.

德克萨斯在达拉斯和休斯顿都有新的门店。

Texas has new locations in both Dallas and Houston.

我们还在继续扩张，新泽西的蒙特克莱尔和韦恩也有新店。

And we're growing still with new locations even in New Jersey with Montclair and Wayne.

我们一直是一家社区健身房，始终是街坊邻居的健身房，所以我们也把这个理念融入了我们新的形象和风格里，我们内部称之为RF21，也就是21世纪的Retro Fitness。我们撤掉了很多粉末涂装设备的颜色，把墙上的广告换成了颜色，真的就是想要重新打造这种形象和感觉，让你真正做到高性价比，就是让顾客走进门店的时候说：“你开玩笑吧。”

And we have always been the community gym, it was always the neighborhood gym, and so we've incorporated that into our new look and feel of what we internally call RF21, Retro Fitness of the twenty first Century, and we took a lot of the colors of the powder coated equipment out and replaced the marketing on the walls with where the color is and really just trying to retool the look and feel so that your real goal in the high value low price is to have somebody walk into the location and say, you're kidding.

这全套服务才24美元？

I get all of this for $24.

而高性价比刚开始的时候，人们走进来会说：“嗯。”

Whereas, when high value low price started, people would walk in and say, yeah.

这看起来就像个10美元的东西。

This looks like a $10 gem.

跟我想的一样。

I get what I expect.

这种整体形象和感觉已经从Planet Crunch和Retro完全不同了。

That that whole look and feel has changed from Planet Crunch and Retro.

没错。

Absolutely.

我觉得健身行业另一个变化就是会员人群的构成。

And I think another thing that we have seen change in the fitness industry is the demographic of who's attending.

这几年我们看到越来越年轻的人频繁来健身房，我知道这主要是Z世代和千禧一代推动的。

In recent years, we've seen younger and younger people coming to the gym more frequently, and I know Gen Z and Millennials have driven that.

比如Z世代里，现在有50%的人都在做力量训练。

And like with Gen Z, 50% of them are using strength training now.

力量训练增长非常迅猛，我知道Retro也抓住了这股浪潮。

We've seen a huge boom in strength training, and I know retro has catered to that boom.

那你是怎么看待这种年轻一代更偏向力量训练而不是有氧运动的转变呢？

So how have you seen this shift of the younger generation coming in and gravitating more towards strength rather than cardio?

18岁到38岁这个年龄段可能是我们Retro的核心会员群体。

The eighteen to thirty eight is probably our sweet spot for retro.

他们确实来……

And they do come...

他们更年轻，但更投入。

They are younger, but they're more committed.

他们不像以前的会员那样经常不来了。

They don't jump out as often as previous memberships did.

他们待的时间更久。

They stay longer.

他们的终身价值更高，而且力量训练在其中起到了很大的作用。

They have a longer lifetime value and the strength has been a big part of it.

很多这类变化是在疫情后健身房重新开放后迅速兴起的。

A lot of this kind of really took off right after everyone reopened from COVID.

我们大多数人在设施调整上起步较早，移除了一些有氧设备，换成力量训练设备，再换成社交媒体上可能流行的特定力量训练设备。那个年轻人显然关注网红，他们根据社交媒体上流行的东西来决定希望在健身房看到什么，所以我们也会迎合一点，但要避免追逐短暂的热潮，确保我们押注的是能持续一段时间的东西。

And most of us were fairly early on in that pivot of our facilities of removing some cardio, replacing it with strength, and then replacing it with specific strength that might be highlighted on social media, which that generation clearly follows influencers and helps to determine what they may want to see in their gym by what is hot across social media platforms, and so we cater a little bit to that, trying to stay away from the fad and making sure that we're leaning into something that's going to hold on for a period of time.

但我认为现在全国大多数健身房都开始调整设施来适应这个趋势，但很明显来的人更年轻了。

But I think most of the gyms in the country have now started to adjust their facilities to accommodate that, but the folks are clearly younger.

他们待的时间更久。

They stay longer.

即使是18、19、20岁加入的人，你也会发现他们会坚持15、16、17个月以上。

Even when you're 18, 19, 20 years old and joining, you find those people staying beyond fifteen, sixteen, seventeen months.

对，确实如此。

Yeah, absolutely.

我觉得这些年轻人也是对健身最了解的一代。

I think these younger generations are also the most educated around fitness.

就像你提到的社交媒体，他们不断获取知识，真正想改善自己的生活。

What you alluded to with social media, they're constantly consuming knowledge and they want to really improve their lives.

他们想保持健康。

They want to be healthy.

他们想把健身融入生活方式。

They want to make it part of their lifestyle.

那么了解这一点对Retro在设施和课程设计上有什么实际影响呢？

But how has knowing this really impacted Retro's design around the facilities programming?

具体是什么样子的？

What does that look like?

我们在疫情初期就提前调整，重新规划为会员提供的设施和内容，包括在健身房里外都陪伴你的旅程。我们提供健康烹饪特餐，团队里还有一位烹饪学院的毕业生，你可以通过我们的应用订购健康餐。另外，心理健康也是其中的重要一环。

We we leaned in early during COVID months and reformulating what we were going to offer to our members in the facility, and part of that is staying with you on your journey both inside and outside of the facility and so we have healthy cooking specials, have a CIA grad that's on our team that you can get healthy meals from our app on, And mental health is another side of that.

我们利用“生活的艺术”为会员提供不同的心理健康选择，让他们在应用程序上保持联系，不仅仅是健身，更多是运动、健康与健身，我们大致是这样定义的。

The Art of Living we utilize for different mental health options that give our members on the app an opportunity to stay connected, not only in fitness, but probably more in exercise, health and fitness is kind of how we frame it up.

在你旅程的各个阶段陪伴你，无论是在健身房内还是健身房外，而且这不仅仅是举铁的问题，还有我该吃什么，摄入多少蛋白质以确保不燃烧瘦肌肉，这些对如今有见识的健身爱好者来说非常重要。

Stay with you in and on your journey, both inside the four walls and then outside the four walls and try to, it's not just about lifting weights now, it's what am I going to eat, how much protein am I going to get so that I'm only burning off lean muscle, those kind of things are very important in today's educated exercise enthusiast, you will.

现在更像是照顾一个人的整体，而不仅仅是说“我需要减肥”。

It's kinda catering to the whole person these days rather than just, oh, I need to lose weight.

确实如此。

It's very much.

而且我觉得他们也期待这种服务。

And I think that they expect that.

比如说，你可以去谷歌搜索，很容易就能找到七天饮食计划，热量大概多少。

Like, you can go on Google and get a seven day meal plan for x amount of calories fairly easy.

但健身房的一个好处就是它很有社交性，能交到朋友。

But the good part about a gym is that it's a very social aspect, friends.

如果你习惯早上五点的锻炼人群，你会发现经常见到同样的一批人。

And if you're the five in the morning crowd, you see a lot of the same people at that five in the morning crowd.

而且你还能……

And you get to be able...

和那些人形成一个小小的社交圈子，他们会越来越多地分享东西。

A little bit of a social click with those folks, and they start to share things more and more.

这些最佳实践，我们非常重视会员之间的分享，以及我们作为品牌所提供的内容。

And those best practices, we really lean into with members sharing with members and in addition to the things that we offer as a brand.

我很喜欢这一点。

I love that.

说到Z世代，他们真的很想过上这种健身生活方式。

Going back to Gen Z, and they really want to be like this fitness lifestyle.

他们希望这成为他们生活的全部。

They want it to be their whole life.

不过，就像你说的，他们的期望很高，因为他们在社交媒体上总能看到最新、最酷的东西。

They have high expectations though, like you said, because they're constantly seeing the cool, latest, greatest thing on social media.

但我们也知道，这一代人不想花太多钱。

But we also know about this generation is that they don't wanna spend a lot of money.

听你这么一说，涵盖了营养、心理健康这些，真的是全套服务，一般人通常不会把那些跟HVLP联系起来。

So hearing you talk about everything that you're including, like nutrition, mental health, it's the whole package, people typically wouldn't associate the...

不会把那些跟HVLP联系起来。

Associate those things with HVLP.

那Retro为什么在这方面下功夫呢？

So why is Retro kinda leaning on that?

价值部分确实是我们重点发力的地方，无论是外观感觉，还是品牌内提供的服务。

The value part is really where we've leaned in, both in look and feel and with services that we offer within the brand.

而且，高价值低价格通常有分层的会员模式，让你能达到你想要的状态，既负担得起，又能以那个价位提供你所需要的合适服务。

And part of that is high value, low price typically has a tiered membership model that allows you to get to the place that you want to be that is both affordable for you and then offers offers the right services that you're looking for at that price point.

所以我们根据不同会员类型来分配服务，以达到双方的需求。但价值一直是健身行业这个细分市场的首要驱动因素。

And so we allocate our services if you will within the different membership types to get to the place that both we need and they need, But value has always been the number one driver of this segment of the fitness industry.

所以，走进一个设施完善、设备高端、装修顶级的地方，这跟最初的HVLP模式完全不同。

So walking in and seeing a really well built location with high profile equipment and top level finishes is something that the original HVLP space was not about.

最初是尽量低成本建一个健身房，地点也不理想，但人们还是会来，因为当时没有十美元一月的健身房。

It was build a club as cheap as you possibly can in an undesirable location and they'll come find it because nobody had a $10 gym.

现在人们愿意花更高的价钱去黄金地段，所以从一开始门店的装修就很重要。

People pay higher rates now to be at Main and Main, and so the build out is important to start with.

然后呢，你在俱乐部里要提供哪些服务？

And then what are those services that you're gonna offer in the club?

我希望顾客看到我们的终极会员套餐时会觉得，这……

I want that person to look at our ultimate membership and say there...

我为什么不买这个终极会员呢？

Why wouldn't I buy the ultimate membership?

会员套餐？

Membership?

它包含了所有东西，而且只比基础会员贵10美元。

It has absolutely everything attached to it and it's only $10 more than the basic membership.

所以，通过把高价值的东西放进这个套餐里，让顾客自然而然选择它，这才是价值的关键所在。

And so getting that person to default into that membership by putting high value propositions into it is really where the value...

我甚至都不需要怎么推销。

I don't really even have to sell it.

但会员进来时很明显能感觉到，我们的终极会员采纳率很高，就是因为这个。

But it's so obvious to the member when they come in that we have a very high take rate on the ultimate membership because of that.

我完全同意。

I totally agree.

而且我也确实觉得，健身房正变得越来越像豪华空间。

And I do think that gyms are becoming more and more of these luxurious spaces.

有时候我走进去，心想：这竟然是健身房？它们看起来太漂亮了，我都差点没认出来。

Sometimes I walk in and I'm like, I didn't even realize this was a gym sometimes with how nice they look.

那你看到哪些设施设计趋势正在兴起，或者健身房更倾向于哪些方向？

But what facility design trends do you see coming, or do you see gyms gravitating towards more?

你觉得他们未来会更多地腾出空间来做什么？

What do you think they'll be making more space for moving forward?

我觉得功能训练区会继续增加空间，因为那个区域的多功能性和可做的事情太多了。

I think more space is gonna be coming in in the functional training side still just because of the versatility of the space and what you can do for it.

而且当场地更大的时候，重点不一定是要塞满更多固定器械。

And as you get a bigger box, it's not always about just stuffing it full of more selectorized equipment, if you will.

所以你看大多数健身房里的人造草坪区域，通常都是最热闹的地方，而且那里不需要很多器械，人们就喜欢在地板上用壶铃做各种训练，这些在自由力量区或者固定器械区不一定能做的动作。

So when you look at the turf areas that you see in most gyms, it's usually the busiest area, and it doesn't have to have a ton of equipment that people wanna be able to get down on the floor and use kettlebells and do different things on the turf that you can't necessarily do in the freeway area or the selectorized area.

而且如果你想健身房从两万平方英尺扩到两万五千平方英尺，这是个好办法，既能占用不少空间，又成本低、使用率高。

And it's a good way if you move the gym from 20,000 to 25,000 square feet to take up a good amount of space that's gonna get high usage at a low cost.

所以这样转型是合理的。

And so that kind of pivot makes sense.

另一个我觉得是恢复区。

The other I think is recovery.

现在有很多新型的恢复设备正在推出。

There's a lot of new type of recovery items that are coming out.

我可能属于那种觉得如果要加恢复设备，就别增加人手的类型。

I'm probably in the camp of don't add labor if you're going to add recovery items.

所以为什么你们可能在我们的一些门店看不到气压靴、Theragun这类东西，是因为我觉得需要专门有员工帮顾客穿戴、取下，还要确保设备不损坏。

And so the reason that you don't see some things in maybe our locations, compression boots or Theraguns and items like that is that I feel like you need to have a staff member then assist people with it being put on, taken off, make sure it's not getting damaged.

而红光疗法、冷水浴、冷冻疗法、按摩椅、晒黑床这些，都有明确的定价，大家知道费用，这样价值感就很高，而且不需要员工协助，真的很实用。

Whereas red light therapy, cold plunge items, cryo, massage chairs, tanning, all have an anchor price attached to them that people know the expense of it, which creates a high value proposition, and you don't have to have a staff member assist with it, which really makes it incredibly useful.

而且大家普遍认为，这对那些练完想去恢复的人来说，是个很好的升级。

And it's really widely regarded as a nice upgrade for people that are looking for recovery after they get done with their workout.

我确实觉得我们看到一个趋势，以前恢复区是高级健身房才会加的，但现在会员们已经期望健身房必须有这个了。

I definitely think we've seen a trend where recovery was something cool gyms were adding, but now it's becoming an expectation from the members to have.

是的。

It is.

你

Do you

同意这个说法吗？

agree with that?

更大的俱乐部甚至在增加恢复区的占地面积，在一些更大的场馆里，这……

Bigger clubs even adding to that, to the square footage that is being used in recovery and in some of the bigger locations is...

它不再只是一个附加的福利，有了更好。

It's no longer just an side add on amenity and a nice to have.

现在这已经是入场的标配了。

That's table stakes to be in the game at this point.

完全同意。

Absolutely.

我们之前聊过力量训练的兴起，但我在整个行业里还看到更多专业化的趋势。

I know we talked about the rise of strength training, but what I'm also seeing across the industry is more specialized.

比如专门针对臀部的训练区域，还有特定的……

So specific glute areas, specific...

他们真的想在力量训练上精准发力。

Like, they really wanna target in on their strength training.

他们不只是想用普通的哑铃。

They don't just want dumbbells per se.

你在Retro那边看到这种情况了吗？

Are you seeing that at Retro?

有的，我们已经……

We are, and we've...

再说一次，场馆里的空间是很宝贵的资源，所以找到地方来满足这些需求。

Again, real estate is a hot commodity within your club, and so finding space to cater to those things.

臀部训练已经火了一阵子了。

So the glute has been gaining steam for a while now.

我觉得我们已经转向引进“Booty Builder”，我们认为这是该领域里最好的产品，而且我们在俱乐部里划分出一些微区域，这样可以针对社交媒体上那些网红做的、有大量粉丝的内容进行布局。

And I would say we have pivoted to bringing on Booty Builder, which we believe to be best in class in that space, and identifying zone micro zones if you will within the club that we can lean in on some of the different things that you see on social media today that influencers doing and that have a good following.

你会看到这些人来到健身房，在互联网上搜索它们，想知道哪家健身房有这些设备。

You'll see those folks coming into the gym, searching them out, searching for them on the Internet, what gym has x y z.

对我们来说，已经有好几个加盟商开始投入建设“Booty Builder”区域，我们认为这是个很棒的项目。

And for us, we've got several franchisees that have already leaned in on putting in the Booty Builder Zone, which we think is a great item.

这家公司不错，粉丝也很多。

Good company that has a great following.

而且我觉得，至少从我们的角度看，只要把女性吸引过来，男性自然会跟着来。

And I think that you'll see that, at least in in our aspect, bringing females to your door, the men always follow.

这挺简单的。

It's fairly easy.

另外，配备像团体课程这样的设施，有些健身房也开始转向普拉提，这现在也是很热门的。

And having amenities like group exercise classes and some gyms are pivoting to Pilates, which is also another hot commodity right now.

像Booty Builder这样的事很有意义，因为它们吸引了你想要的那种人群，之后其他人也会跟着来。

Those type of things with Booty Builder make a lot of sense because they're adding the right demographic that you want to your gym, and others will follow.

Todd，我想聊聊你酒店管理的背景，因为我觉得挺有意思的……

Todd, I wanna tap into your hospitality background real quick because I think it's interesting...

不是有意思，而是我觉得这很重要，因为健身房越来越依赖成为一个热情好客的场所，这已经成为一种期待。

Not interesting, but I think it's important because I think gyms are relying more and more on being hospitable places, and it's becoming the expectation.

那你觉得现在健身房最大的问题是什么？

So what would you say are gyms biggest downfall right now in the...

我们达到酒店行业的水平了吗？怎么才能达到呢？

Are we at the hospitality industry level, and how can we get there?

我觉得我们还没到那个水平，但确实大家都明白必须友好待人，而且团队得专注，不能老盯着手机。

I don't think we're at the hospitality level, but I do think people know that you have to be friendly, and you have to obviously have your team focused and not on their phones.

要招一个前台的新会员体验顾问之类的，确实不容易。

It's hard when you're hiring a new membership experience adviser or something like that at the front desk.

现在很多年轻人都离不开手机，你得让他们别老看手机。

There are a lot of young people today attached to their phones, and you gotta keep them off of it.

但我认为我们在Retro里努力推动的是如何让人感到特别，这其实是酒店行业的核心。

But I think what we try to drive within Retro is how do you make people feel special, which is really what the hospitality industry is about.

所以如果你要测试你的健身房，一个简单的方法是，下次你走进健身房时，在前台放一个记事本，告诉前台人员，我去转转健身馆，告诉我最后五位进来的人的一些个人情况。

So if you wanna test your club, an easy way to do that is put a notepad on the front desk when you walk into the club the next time and tell your front desk person, I'm gonna go walk the club and tell me something personal about the last five people that checked in.

我十分钟后回来。

I'll be back in ten minutes.

如果你真的想知道那个人是否与进入健身房的人有连接，这就是个性化的方式。

If you really wanna know if that person is connected to who's checking in to the club, that's how you personalize it.

对我来说，这会是区别所在，如果你已经转向酒店服务那边，当有客人入住我的酒店时，我知道他们为什么来。

That would be the differentiator for me that if you've moved over to the hospitality side, when I have a guest who checks into my hotels, I know why they're there.

我知道他们来过多少次。

I know how many times they've been.

我知道他们的生日，他们的家庭成员是谁，他们对枕头的偏好，想要高楼层还是低楼层，大床房还是双床房，所有这些都很重要。

I know what their birthday is, who their family members are, what their preference of a pillow is, if they want a high floor, low floor, king bed, room with two double bed, all those things matter.

我们也应该这样做。

And we should do the same.

当你今天注册时说，我是来为马拉松做准备的，我希望我的团队就这样去接待你。

When you sign up today and you say, I'm here to get ready for a marathon, that's how I want my team to check-in with that.

我希望他们确保你在这条路上，得到你需要的东西。

I want them to make sure that they're on the journey, getting what they need.

我们还能帮你做些什么，让你能更好地为马拉松做准备呢？

Is there anything else that we can help to support you to get to that point where you're prepared for your marathon?

在我看来，把服务与那位顾客的具体需求联系起来，并个性化对待，这才是真正达到好客服务的水平。

Relating it back to that specific need and individualizing it is how you really cross over, in my opinion, to that level of hospitality.

我喜欢这个想法。

I like that.

我听过一些CEO打电话到自己的健身房，看看员工怎么接电话，但我更喜欢笔记本这个主意，真的给他们一些具体的事情去做。

I've heard CEOs in the past call their own gyms to see how their staff is answering the phone, but I like the notebook idea and really giving them actual thing to do.

我们也会做神秘顾客之类的，因为我觉得那是最客观的评估方式。

And we do secret shoppers and those kind of things as well because I think it's the most objective view that you're gonna get.

我让第三方来做，并且我们有一个关于品牌卓越的审查流程。

I have a third party that does it and created around our brand excellence review.

但说实话，他们其实不……

But really, they don't...

我不知道他们什么时候会来，你也不知道他们什么时候会来。

I don't know when they're going to come and you don't know when they're going to come.

这绝不应该被用作惩罚工具。

It should never be used as a disciplinary tool.

它应该始终用于培训，但我们每个月都会对俱乐部进行两次神秘购物检查，以确保他们接电话的方式正确，传达信息……

It should always be used as training, but we secret shop our clubs twice a month just to make sure that they're answering the phone right, relaying the...

捕捉必要的信息，并遵循我们作为品牌提供的培训，希望能帮你达成成交这些潜在客户的目标。

Capturing the information that's necessary, and following the training that we provide as a brand, hopefully get you to the point where you're closing on those leads.

当然。

Absolutely.

托德，你在开头提到你加入了Retro团队，帮助品牌转型。

Todd, you alluded at the beginning that you joined the Retro team and helped turn the brand around.

你对Retro的未来怎么看？

Where do you see the future from Retro?

你们下一步打算怎么做？

What's the next step for you all?

我们现在系统里已经有一些很不错的区域开发合作伙伴，而且每天都有新的人加入。

We have some really good area developers that are in the system today and more coming to the door each day.

我觉得对那些新加入的加盟商来说，我们的高价值主张可能有些不一样。

I think our high value proposition is a little bit different for new franchises that come to our doorstep.

所以我们的……

So our...

可能和别的加盟品牌不太一样。

Ours is maybe different than any other franchise.

我们会帮你找好场地。

We find your real estate for you.

我们会帮你谈好租约。

We help you negotiate your lease.

我们会从头到尾帮你把俱乐部建好，一直到把钥匙交到你手上。

We build your club 100% for you from step one all the way through to handing you the keys.

我帮你找总经理，帮你培训团队，预售期间跟你一起工作，然后在你开业后的第一个月，我会安排一位特许经营运营经理到你那里，帮你稳定下来。

I help you find your general manager, help you train your team, work alongside you during your presale, and then put a franchise operations manager at your location for the first month that you're open to get you stable.

所以这是一个强有力的开始，我觉得大多数投资者，甚至是想要省事的人都会欣赏这一点。

And so that is a strong start that I think most folks who are investors and even or turnkey folks would appreciate.

如果你曾经问过别人，建你的俱乐部花了多少心血？

If you've ever asked somebody, what did it take to build your club?

他们会说，那几乎让我们的家庭破裂。

And they say, it almost broke up our family.

我们这种故事在健身行业很常见。

We those kind of stories are prevalent in the fitness space.

如果你从没做过，直接去谈判租约、找房地产、找所有该用的材料来建你的设施，建一个两万平方英尺的健身房，确实很复杂。

It is hard to go out and just immediately, if you've never done it before, negotiate leases, find real estate, find all the materials that you're supposed to be using in order to build your facility and build a 20,000 square foot gym has complication to it.

所以我们把所有这些都替你搞定。

And so we take all of that out for you.

而且在你成为我们的加盟商之后，第一年我们会帮你做账。

And then after you're a franchisee with us, we do your books for your first year.

第一年我们会把你加入呼叫中心，跟进你所有的潜在客户，而且我们内部有个营销团队叫JoinNow Media，负责你所有的营销工作，只收5%的费用，而第三方要收15%到20%。

We add you to the call center for the first year to follow-up on all of your leads, and we have an in house marketing team called JoinNow Media that does all your marketing for you at a 5% take versus 15 to 20, which is what a third party would offer.

这些就是我们作为品牌为加盟商提供的支持，帮助他们获得一个强有力的起步。

And so those are all things that we do as a brand to help our franchisees get the strong start that they need.

我喜欢这个。

I love that.

确实是帮他们省去了最麻烦的部分。

Really taking the pain work out of it for them.

这就是我们的目标。

That's the goal.

而且我觉得这也有助于我们未来的发展。

And I think that's gonna help us with growth down the road.

Todd，有一个问题我想问所有来做客播客的嘉宾，那就是……

Todd, there's one question I like to ask all the guests who come on the podcast, and if that is...

如果有一个人建议或者一件事你想分享给这个行业，那会是什么？

And that is if there is one piece of advice or one thing you'd like to share with the industry, what would that be?

我可能会回到我刚进入酒店行业的时候。

You know, I probably lay back to where I came into the hotel space at.

我早早就学到，价值感知通常来自于整体满意度。

I learned early on value perception typically comes from overall satisfaction.

所以，在健身领域，整体满意度通常由清洁度、友好度和设备是否正常运转来驱动。

So overall satisfaction is typically in the fitness space is driven by cleanliness, friendliness, and equipment working.

如果你在健身领域关注这三个方面，而且你在追踪净推荐值的话，那么你的整体满意度通常会相当高，而且你也应该这么做。

If you focus on those three components in the fitness space, your typically overall satisfaction is going to be fairly high if you're tracking net promoter, and you should be.

每个有健身房的人都应该追踪某种形式的客户之声。

Everybody who has a gym should be having some kind of voice of the customer that they're tracking.

然后利用客户之声，如果你能把整体满意度提升到一定水平，它就会驱动价值。

And then utilizing that voice of the customer, if you can get that overall satisfaction to a certain point, it drives the value.

一切都源于价值感知。

It's all driven off of value perception.

所以我们花了很多时间向人们强调，你永远没有第二次机会给人留下第一印象。

And so we spend a lot of time drilling into people that you never get a second chance to make a first impression.

当那个第一次走进门的人，就是你的关键时刻，我们会花很多精力确保这第一次互动达到预期，这样才能吸引到会员。

And that first person, when they walk through that door that first time, that's your moment of truth, and we spend a lot of time making sure that first interaction is the way it's supposed to be so that you can get the member.

说得好。

That's a good one.

谢谢你的分享，托德。

Thank you for sharing that, Todd.

没错。

Yep.

我今天的问题就问完了。

Those are all the questions I have for you today.

有没有什么你想聊的，也许我没提到的话题？

Is there anything you'd like to talk about that maybe I didn't get to touch on?

我觉得有。

I think so.

你一如既往地干得漂亮，泰勒。

You did a great job as usual, Taylor.

太棒了。

Awesome.

非常感谢。

Thank you so much.