Total Woman Gym and Day Spa is the largest full service women's only gym in California. We have been in business since 1965 and take pride in being the leader in women's fitness in California.
We are dedicated to providing women with opportunities to re
Karen Wischmann is a 15-year industry veteran who has managed over 60 gyms in her career.
Before joining Total Woman, Wischmann worked for Gold's Gym® International as the vice president of sales and operations, and was responsible for the development and distribution of the Gold's Gym training system and operating platform.She also spent time as a district manager for 24-Hour Fitness® and as the COO for Sta-Fit Health Clubs.
Business of Personal Training with Sherri McMillan | Marketing, Sales, Customer Service and Business Operation Secrets For Personal Trainers and Fitness Professionals - Part 30
I attended a fabulous session with Karen Wischmann, the president and CEO of Total Fitness & Spa for Women, one of the most successful women's only clubs in the world.
Karen pointed out that generally, men shop for what they need right now.
Women tend to shop for what will benefit them over time.
Hence the popularity of lotions, scrubs, hair products, and anti-aging products with women.
Compare a guy's list of must haves for his daily routine - deodorant, razor, and a 3-in-1 shampoo, conditioner and body wash and he's good to go.
A great line that Karen scripts her staff to use is this:
"It's really simple.
You just do exactly what we tell you and your entire life will change!"
Karen emphasizes that when selling to women, you HAVE to sell from the heart.
Women want their club to smell great so Karen suggested the Air Fresheners that send out a spritz of fresh air scent every so often - nothing too overbearing but something that just smells refreshing and good.
Women want to know that the Kids Club area is cleaned and the toys are sterilized regularly.
She wants to know that day staff are CPR certified and are women, preferably other mothers, that she can trust with her kids so she doesn't have to worry about them when she's working out.
She wants to feel good when she walks into these areas so hire a designer to help choose warm colors, beautiful and inspirational art and perhaps paint meaningful quotes on the walls.
Women will pay for quality: All women like a deal but will pay more for quality.
Case in point, consider Whole Foods which saw a 1,552% increase in stock value.
Women will pay a lot more for certain items and an atmosphere that is pleasant, customer-service oriented and offers knowledgeable staff.
Karen mentioned that she often discusses the price issue with members in the following way:
"Our greatest weakness is that we are so passionate about the benefits of regular exercise that we have a difficult time remembering what the average non-exerciser is experiencing when they join our club," said Karen Wischmann, the president and CEO of Total Woman Gym and Day Spa.
"We forget that for many people it is an overwhelming task to make such drastic changes in their lives."
Her advice is for the industry to get creative, slow down and incorporate non-fee programs that allow members to administer fitness at the best pace for them.
A lack of motivation combined with lack of education is a primary reason the industry doesn't reach more than 15 percent.
In 2011, Wischmann is looking at insurance reimbursement programs for personal training and massage services.
"There are significant programs out there and good companies who can help administer these programs so that a club owner doesn't get caught up in the paperwork challenges that insurance billing can create."
She wants to see more aggressive collaborative messaging campaigns about the benefits of exercise.
"I do not believe that we maximized the information in the Surgeon General's report which was released 14 years ago.
This report, and the subsequent updates to the report, are the most important information on the benefits of regular exercise and almost no one has ever heard of it," Wischmann said.
OC METRO BUSINESS - Women in business resource directory
KAREN WISCHMANNTotalWomanSpa.comKaren Wischmann has been in the wellness business for almost 17 years and is thrilled to be part of Total Woman Gym and Atmosphere Day Spa.
As a dedicated fan of fitness and health, she has made it a priority to reach out to others and help them improve their lives through fitness.
"Great management software provides important reporting tools that can help managers and owners effectively understand the key performance indicators that are important to running the business," said Karen Wischmann, the president and CEO of Total Woman Gym & Day Spa.
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