Leisure Centres Win Over FLAME Judges

Jean-Ann Marnoch and Nick Cutland of CYQ (Central YMCA Qualifications) share their insights into industry standards after having assessed clubs and centres across the country as the Fitness Industry Association's (FIA) FLAME 2006 judges.

What is FLAME?

Jean-Ann: FLAME represents leadership and management excellence. A FLAME Award is an indicator of the 'gold standard' for a club or centre across all aspects of its operation. It is a huge motivator for a team, recognising their achievements or alternatively providing a goal towards which they can work.

What will centres/clubs learn about their business through FLAME?

Jean Ann: Final reports received by the centre/club following the judging will clearly outline strengths and weaknesses for the operator. By entering FLAME, centres and clubs can recognise and celebrate their strengths and also be made aware of some weaknesses that can form the basis for future development.

Is there anything that really stood out and impressed you during the FLAME 2006 assessments?

Nick: For me, it was the standard of provision in many of the 'leisure centres'. They offer outstanding value for money and provide a wide range of quality services.

Which areas of a business are assessed?

Nick: CYQ performs the first site visit which lasts about 4-5 hours. While on site the judges look at many aspects of the centre/club's provision. The focus is on customer service, systems and processes, presentation and cleanliness, staff management and development and the implementation of fitness programmes. Key business results are also submitted for assessment.

Are there any easy steps that centres/clubs can take to improve performance?

Nick: Centres/clubs are juggling many pressures, but in certain cases the judges felt that strong systems had been developed but were not effectively implemented or seen through to their ultimate conclusion. By following systems and procedures more closely, centres/clubs can really improve the service offered to their customers.

Do you have any advice for centres/clubs considering entering FLAME 2007?

Nick: In some categories the judging for FLAME 2006 was extremely close. Passionate commitment to giving the customer the best possible experience within the centre/club was what really distinguished finalists from the rest of the competition. The finalists had developed great systems and processes and were committed to making them work.

The application deadline for FLAME 2007 is 23 February 2007. For further information or to register, contact Samantha on 020 7202 4716, email samantha@fia.org.uk or visit www.fia.org.uk.

Source: FIA