Core Principles

Personal Training & Development

CLIENT RESEARCH 2013: Cheltenham


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
!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
Core Principles| Client Research 2013| Cheltenham 2
 Research Objectives
The research aims to understand the views of Core Principles clients. More specifically:

Training & Understand how clients feel about the quality of personal
classes training and classes

Studio Investigate how people fell about the studio environment,

environment facilities & equipment

Obtain guidance on how clients want to received different

Communication
sorts of information from Core Principles

Overall
Assess the overall reputation of Core Principles and clients
Reputation likelihood to recommend CP

!MKR Core Principles| Client Research 2013| Cheltenham 3

 RESULTS

!MKR
 PERSONAL TRAINING

!MKR
 Personal training skills
At Cheltenham, across all PT skills the results are good but there is need & room to improve.

At the heart of the Core Principles PT offering should be a solid foundation of

understanding clients needs & the knowledge to get them where they want to go
Overlaid on that foundation is the expectation for professional, clear instruction and an
engaging approach to keep people motivated

0 20 40 60 80 100

Trainer explains the exercises properly

Trainers ability to keep you motivated

Trainer understands your health & fitness

objectives
Trainer knows the best way to achieve your
health & fitness objectives

Totally satisfied Satisfied Neither satisfied or dissatisfied Dissatisfied Totally dissatisfied

!MKR Q3/Q6. How satisfied are you

Base: n=17
6
 THE CLASSES

!MKR
Classes mostly well regarded. Newer offerings
may need time to gain traction with clients

0 20 40 60 80 100
n=15
Boxing
Circuit n=13

Load Up n=17

Body Tone n=13

Tummy Hips Thighs (THT) n=13

Suspension Training (TRX) n=11

Yoga n=8

HIIT n=12

Pilates n=8

Spin n=7

Totally satisfied Satisfied Neither satisfied or dissatisfied Dissatisfied Totally dissatisfied

!MKR Q8. Shown below is a list of the classes on offer. Please indicate how you feel about the ones you attend
Base : as shown for each class
8
Some Class sizes may be too crowded,
others need more people

0 20 40 60 80 100
n=12
Circuit
Pilates n=5

Yoga n=6

Suspension Training (TRX) n=8

Spin n=4

Body Tone n=11

Tummy Hips Thighs (THT) n=10

HIIT n=9
Load Up n=13
Boxing n=13

About right Not enough Too many

!MKR Q9. Thinking about the classes you regularly attend, would you say the number of people is
Base : as shown for each class
9
 Comments about Classes..
SPIN
I would give spin a go if the class happened HIIT
at a time other than 5.30am, say 6 or 7am Can be a little repetitious at
times -but overall very good

there should be more classes

and not just at 5.30am

LOAD UP BOXING
There should be two classes
at 9.15am on Saturday as it is would like a 6pm class maybe..
too busy
this gets very crowded as well...
Always varied & challenging
more boxing bags ...

seems to be the same class, THT

same exercises every week

PILATES
its boring

Any more than 8 and we start to get in would like an evening option to
each others way and there isn't sufficient attend pilates..
equipment for all participants

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 THE STUDIO

!MKR
 Clients generally rate all aspects of
Studio well
There is some concern about the equipment not being kept clean and that some clients train
without using a handtowel

0 20 40 60 80 100

Quality of the gym equipment

Cleanliness of the whole space
Client storage area
Overall vibe/ambience of the studio
Cleanliness of the gym equipment
Room temperature
Change rooms
Sense of community
The music

Totally satisfied Satisfied Neither satisfied or dissatisfied Dissatisfied Totally dissatisfied

!MKR Q11. Shown below are different aspects of the studio. Please indicate how you feel about each one,
Base: n=26
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 Comments on Studio Facilities
SECURITY
Lockers may be good, but I do trust
the other members so it's probably ok FLOOR MATS
none of the mats have been cleaned since
they were bought..

those mats need some love

HAND TOWELS need to clean the orange mats

need to enforce hand towels across the board The mats look like they need a clean

It should be COMPULSORY for EVERYONE to

do the mats get cleaned regularly??
carry a towel and wipe down equipment,
"puddles" etc. Should introduce a no towel no
train policy!!

no one is ever asked to clean their

equipment and some people dont bring
towels and it is disgusting

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 COMMUNICATION

!MKR
Current level of Communication from
CP is fine

Amount of communication received is

100

80

60

40

20

0
About right Not enough Too much
n=23 n=1 n=1

!MKR Q13. Would you say the amount of communication you receive from Core Principles is?
Base: n=25
15
 OVERALL MEASURES

!MKR
Compared to other places, Core Principles is
not impressing everyone

Compared to other places, Core Principles is

Much better 40% n=10

Somewhat better 19% n=5

About the same 23% n=6

Somewhat worse 8% n=2

Much worse 0 n=0

Have nothing to compare CP with 8% n=2

!MKR Q15. Thinking about experiences you have had training in other studios or gyms, would you say Core Principles is
Base: n=25
17
 Most clients are happy with the service
they receive at Core Principles

Satisfaction with Core Principles

Totally satisfied 40% n=10

Satisfied 46% n=12

Neither satisfied or
8% n=2
dissatisfied

Dissatisfied 4% n=1

Totally dissatisfied 0%

!MKR Q18. Taking into account all the aspects you have just talked about, overall, how satisfied are you with Core Principles?
Base: n=25
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The majority of clients would recommend
Core Principles

Likelihood to recommend Core Principles

Very likely 56% n=14

Likely 27% n=7

Neither likely or unlikely 12% n=3

Unlikely 4% n=1

Very unlikely 0%

Q19. If someone you know was looking for a personal training studio, how likely would you be to recommend
!MKR Core Principles? 19
Base: n=25
 Why people love Core Principles

I like the personal service and small

groups compared to a big gym
I like how friendly everyone is, staff and members

Excellent trainers - particularly Rod & Jamie

A small "boutique" place like this is exactly
what I want. One of the big attractions to me
is the small group sizes - so don't become too
The people that I train with are great and I successful please!
enjoy the friendship. Trainers are personable,
friendly and the trainers I have push you and
are motivational

Great sense of welcome and everyone is friendly,

never felt intimidated or uncomfortable

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