People often claim they 'love' a business or a service. But here's a good test of customer loyalty: would you tattoo their brand logo onto your body? That's a serious declaration of 'love' to a brand. Not many businesses can claim such loyalty, but there are Americans who's lives have been so transformed by fitness franchise Anytime Fitness that they felt the inspiration to get the tattoo.
Over on the Fast Company website, Anytime Fitness CEO Chuck Runyon has described this phenomenon of 'tattoo-level' loyalty and how other franchises can achieve it. He talks about Betty Lou, a 71-year-old who went from being on 26 prescription medicines to setting the 'planking' world record with the help of a 22-year-old trainer and Anytime Fitness.
Runyon offers the following four tips as to how other businesses can achieve 'tattoo-level' loyalty:
- It’s Always about People "As our competitors race to be the biggest or the cheapest (or have the best juice bar), we strive to be the most human."
- Everybody must profit: "We forget that the word “profit” has two meanings--one referring to financial gain, the other to overall benefit."
- Play more: "When it comes to our members, we’re not out to replace play; we simply want to give people the energy to play more."
- Give people a greater purpose: "Our club owners see their purpose as not only helping individuals, but inspiring entire small towns and communities to get in shape."
This franchise has attained outstanding brand loyalty through a positive philosophy commited to improving the lives of its customers. With an attitude like, everyone prospers.