The speakers's words

Interview to Derek Barton, the former Senior Vice-President of Marketing for Gold's Gym International. Barton is a much sought after public speaker on marketing, advertising, branding and customer service. He will hold two sessions in the Forum Il Nuovo Club Congress 2007: Advertising - Don’t Waste Your Money and Making a Difference with Customer Service.

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You contributed to turn the Gold’s Gym brand into one of the most recognized brands in the fitness industry and were responsible for creating the marketing and advertising materials for the clubs of the network. The Gold’s Gym ads have received numerous awards by the advertising industry. What are the ingredients of a successful advertising campaign?

Derek Barton:
There are several ingredients to a successful advertising campaign. Know who your target audience is. Understand what your audience needs and wants. Create an ad that will engage them emotionally. Make sure your ad does not look like an ad. Be different from your competition. When appropriate, show a sense of humor, and always let them see your personality. It is a popularity contest. Make them like you better than your competition.

What would you suggest to the club owners whose objective is a long lasting business?

Derek Barton:
You can’t be all things to all people. Focus on doing what you do best. Shop the competition in your own community and abroad. Learn from the best operators, then be different. Like Starbucks, it’s not just about the coffee, it’s about the experience. Make sure your members have the best experience possible. If they do, they will tell others and word of mouth will keep you in business for a long time. Strive for great customer service. People will pay more and stay with you if they feel you truly care about them.

Regarding customer service in the fitness industry, what are the strategies which have demonstrated to be the most successful?

Derek Barton:
A gym staff that really knows their product and service. A staff that is personable and knows the members names. Programs that focus on the needs and wants of the membership. A gym that is always innovating and looking for ways to make the experience in the gym memorable will succeed.

In Italy, the fitness industry image is still linked to stereotypes that make clubs suitable for a few exercise fans. What should the operators do to change such an image?

Derek Barton:
When I think of Italy I think of great automobiles like Ferrari, stylish clothing like Armani, good food, great wine, a world-renowned soccer team, gold medal skiers like Tomba, great architecture and romance. Health Club operators need to design and build their clubs to reflect these Italian attributes. All Italian clubs need to feel like a museum of fitness with that Italian flair for design and culture. Italian club operators need to imagine what their gym would look like if the creative geniuses of Ferrari, Armani, Gucci, Versace, built their club. It would be a place that most Italians and tourists would flock to. Even health clubs need to have that wow factor that people crave.

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