If you are interested in improving your class numbers or making your studio more profitable, I feel Chef Ramsay could help a lot... let me explain.
On the remote chance you have never seen his TV show (he must have over a dozen to date) Chef Gordon Ramsay is a very successful and very foul mouthed Celebrity Chef who makes his on-screen living criticizing other Cooks, Chefs and Restaurant owners. He's also very successful restaurant owner in real life. I'm certain that the producers of any show he appears need to hire an extra hand, who's sole job is to hit the "Bleep" button until their index finger is bloodied and bruised.
And yet his shows are very popular and have been for years. I have to say I find Ramsay's Kitchen Nightmares (either the BBC or US versions) very entertaining once you understand his objective for each episode of the show; saving a troubled or near bankrupted restaurant from failure through brutal honesty. NOTE: The BBC versions are a little lot more foul than those produce for the US markets. Language Warning on the video below
Each episode of Nightmares follows the similar ebb and flow of most any dramatic TV show or movie for that matter:
Intro: Chef Ramsay is called in save some floundering restaurant and his first action is to sit and be served as a normal customer. Inevitably he finds his meal un-editable which sets the stage for...
Initial Confrontation: Ramasy confronts the Owner, the Chef, wait staff and anyone else he can find over the poor quality of the food + (take your pick) the service, decor, prices, etc... His next step is...
Observation: "Let's see this F*&#&^% place in action" has Ramsey observing the operation of the kitchen and dining room service to get an understanding of where the problems lie. This tends to be one of my favorite parts of the show, especially when he finds rotting food in some dark, walk in freezer.
Candid summation of the problem: Like many reality shows, Ramsey appears outside the restaurant and speaks directly to the camera, offering what is clearly visible to all of us watching... "The place is all F$%#@& up" delivered with a very sullen expression and a less than an optimistic appraisal of his chances for turning the business around.
After watching a half dozen or so shows, it's obvious that the problems the restaurant is experiencing fall into one these general catagories:
- Owner/Chef Un-Professional Arrogance - "I serve my customers what I want to serve them."
- Owner denial - "problem? I don't have any problems..." as he or she stands in an empty dining room at half past 12:00.
- Lack of business / managerial experience - being a good Chef doesn't make you a good business person.
- Not truly understanding and then delivering what customers want - typically based on what can only be described as willful ignorance
Proposed Solution: Here Ramsey lays out his proposed solution. It maybe a new menu or cooking method that he feels will address the problems that he sees. In most episodes everyone seems to agree, which sets up the...
Second Confrontation: Whether by design, or simply human nature, someone refuses to go along with the suggested changes. This is by far my favorite part, but it typically includes a lot of Bleeping. Here Ramsay gets to the real reason for most, if not all, of the what's causing the trouble in this business. Time and time again, what Ramsey has to shout, swear and yell his way past is the defensiveness of the person who needs to give up the excuses, swallow their pride and accept responsibility for the current state of the restaurant.
Acceptance of the Solution: After Ramsey has successfully broken down the walls of; arrogance, insecurity, stubbornness, etc... that are ruining the business, everyone is finally on-board with his new changes.
With the new menu and other changes in place, Ramsey stages an event to "Re-Brand" the restaurant to the community. This is crucial to a profitable future, as the success of any local business is word of mouth! There's a very good reason no one is eating there and bold action is needed to inform past customers that there have been substantial changes. "Please try us again!"
Rebirth of optimism: It worked! The atmosphere in the restaurant is buoyed by a now full dining room of happy customers and a till full of money. Better days are ahead as Ramsey makes one final statement to the camera before walking off to save another restaurant.
Happy (sometimes) Ending: Much like a recovering alcoholic who's fallen off the wagon, the strong personality of an entrepreneur is difficult to change and then maintain, without slipping back into old habits. This sets up a whole other series of shows where Ramsey returns to steer the business back on course yet again.
It took me a while to understand why I (and obviously quite a few others) like Chef Ramsay. Despite his foul mouth, abrasive personality and endless arrogance he demonstrates a refreshing belief in the capability of the people he's trying to help. Every expletive laced criticism, accusation or heated confrontation he delivers is based on his honest belief that the recipient can do better.
By now, I'm guessing that you have figured out where I see a potential similarly between a struggling restaurant on Kitchen Nightmares and a class or studio with consistently low attendance.
Winter is coming for many of us and your chance to Re-Brand your class if necessary is right now! If you are frequently looking out over a room with empty cycles, can I suggest that you watch a few episodes? Chef Ramsay doesn't just show up by accident, someone sent out a request for his help. Pay attention to the disconnect between the reality of the situation and the early behavior of the business owner. And then decide if any of this could apply to your situation.
I'm going to follow this up with a few ideas on how you could find your own version of a "Chef Ramsay" next week.
Originally posted 2011-10-26 15:43:30.
John is a member on the AFS (Association of Fitness Studios) Advisory Council.
Holding certifications from; Schwinn, Heart Zones, Team ICG and Life Time Fitness, John's held regularly scheduled cycling classes between 1998 and 2015 when he moved to Florida.
When the weather permits, you'll find him riding and leading outdoor groups by himself or with his Tandem partner (wife) Amy.
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John,
It is October 28. Two days this has been posted and not one comment. I guess no one in our business needs their chef Ramsey. Maybe that is true for Barbara Hoots but for me this post rang true.
However the nature of why this message rang true may not be quite as you had hoped for your post. Indeed after leaving Boston one of my take-away lessons was to step up not only the quality but delivery of my classes as well. No question at ICI/PRO conference we had many useful courses to help with quality. And Barbara & Gene showed us how to spice up the atmosphere.
So on the airplane back to California I developed a plan. Back in CA I reworked some playlists ala Tom Scotto. I reviewed and upgraded my standard cues ala Barbara and planned an easy light show for my evening classes. And I could wear my new ZONING jersey and short.
I had also learned in Boston that I could not trust iPad to deliver my slideshows on demand so I purchased a Macbook. With it I could do light shows at one studio equipped with projector and screen.
Of course I am stoked. Can’t wait. First class back is an evening class. The days are short enough now so it is dark. (this very well appointed studio somehow ran out of money to shade the windows)
I have my new mac at the ready. I get there early to get set up. I push the button to get the projector screen to roll down. NOTHING. Troubleshoot to no avail. Ok plan B, there are mirrors where the screen would have come down i’ll just reflect the light show off the mirror. A bit hokey but better than overhead florescent glare or complete darkness. I push the button to turn the projector on. NOTHING. More troubleshooting. 🙁 Plan C turn on the the fluorescents and rely on my new improved playlist, upgraded cueing and my effervescent personality. A remarkable experienced foiled by a forgotten room.
My point to this long winded post is simply this, you may be preaching to the choir. Until and unless the studio’s we teach in (read business owners) are willing to step up and invest in adding or maintaining a certain level of showtime readiness in their cycle studios, Indoor cycling 2.0 gets
Yes we as instructors can learn from Chef Ramsey’s message. But few of us have much say over the environment we teach in.
From bikes that need repair to scratchy old boom box audio to neglected projectors and screens. I don’t know for sure but I would not say studio/business owners are in a state of denial, (except when we ask for money) but rather look at the studio (at least the big boxes where I teach) an expense rather than a potential line of business. No return on investment.
Question: Who is the Chef Ramsey of the Indoor cycle world? Have we read her stuff here recently? I think so.
John I love your analogy. I love Kitchen Nightmares, my husband and I have watched religiously since it was put on the air. I agree, his approach is a bit rough(entertainment factor) but he always gets to the heart of the matter and the problem. I manage 3 club’s group fitness programs and some of those rooms aren’t as full as I would like so I may just rethink some of what I do to help pick these classes up, of course minus the R-rated language! I believe in the idea of finding what it is you do best (ie best, signature dish), re-launching and creating an energy and excitement around something. I never made the connection with this show and what we do, so thanks for bringing it to light!
Thanks Chuck – I agree Barbara is it – less the language. Now how do we get her out to someone’s studio?
Thanks Jodi,
I’m having trouble thinking of where someone could find their own Chef Ramsey locally
Hey guys, great conversation! I’ll be your official Cycling Chef and would relish the opportunity to help any struggling studio explode their class size and take a ride on the Momentum Train. Seriously, if ANYONE needs a boost…please send up a white flag and I’ll make a site visit to amp up your program. You are all at the top of the food chain and your job is to inspire others…but who inspires YOU? Who pushes you when your flame needs to shine brighter? To have consistently packed classes, even in the summer, you need a combination of marketing, passion, creativity,people skills and fresh ideas. My gift is helping you find your gift, so drop a note if you’re struggling.
Barbara@spinroomdesign.com