In an age when the fitness level of employees is affecting the corporate bottom line, PaineWebber is taking a serious approach to its employees’ health. With its One-2-One Personal Training & Program Update Systems, the company’s Health & Fitness Exchange is providing employees personal training sessions with exercise physiologists — free of charge. This has resulted not only in superior service for members and high ratings for the center from members on personalized service and value to membership, but also provides PaineWebber with a valuable marketing tool.
“New and existing members are encouraged to participate in the One-2-One program through informational flyers and staff promotion,” says health and fitness specialist Michael Buscarino. Once registered, members are notified through a confirmation letter or inter-office mail, and then again by phone to explain the program. An initial interview with the member assesses individual needs and goals, and designs a program that is personalized, educational and meets the changing needs of the customer. Then, one-hour program updates are available either during the week by appointment or on the spot by the supervising staff member. According to Buscarino, appointments, which are designed to educate, motivate and promote a wellness lifestyle, include beginner and advanced strength and conditioning, sport-specific training, weight management and nutritional counseling.
With average industry rates for personal training services at $50 to $75 per hour, the One-2-One customer-friendly approach to fitness is a major selling tool for the human resource team at PaineWebber. “Human resource representatives tour an average of 23 new employees each month,” states Buscarino, “highlighting the value of membership, emphasizing the personalized services available at no extra charge.” That’s a valuable benefit.