Improving the value of your club memberships not only makes you more attractive to prospects, it improves the club atmosphere and makes your current members appreciate what they have that much more. With a few simple innovations, you can separate yourself from the competition and create a unique health club membership that offers more than most people would ever expect.
Best of all, these services require little or no overhead expense. The objective here is not to create additional revenue streams, although that is possible, but to solidify your most important source of income, membership dues. Convenience stores figured this out a long time ago; they sell newspapers, for example, not because this is a big money maker for them, but because if you come in to buy a newspaper you’re likely to purchase other items as well. They’ve made themselves a destination point, and you can do the same thing at your club.
Weather reports: Many local television stations e-mail weather reports to people who go online and register. Subscribe to this free service in your area and post the daily weather forecast in a prominent location within the club. Make copies for people to take with them, if you like.
Wake-up calls: Do you have members that join with every intention of exercising before work but never seem to make it in? Several companies are available online that offer automated wake-up calls just like the ones you receive in hotels. Rates are surprisingly inexpensive, and referral programs exist for potential income for your club.
Notary public: Offer notary services in your club, preferably through one of your salespeople or managers. State requirements vary, and check your legal responsibilities and liabilities before introducing this service, but it is an excellent way to serve your current member base as well as bring nonmembers into the club.
Mail services: Contact your local postmaster about putting a mail dropbox in your club and sell stamps for the convenience of your members.
Laundry drop-off / Pick-up: Outsource this to a local dry cleaning business. Early morning members are most likely to really appreciate this service feature.
ATM: Lease and purchase options are available for ATMs that allow you to set the service fee charge and earn a percentage of this fee. Banks rarely work with smaller locations such as health clubs, but many companies specialize in this.
Wireless Internet: Professionals in your community may welcome access to a Wireless Internet connection in your club. Before installing this technology, be sure you have a suitable environment or lounge area for members to bring their laptop computers in to work on. It is not unheard of to charge a per-minute fee for this access.
Bulk supplement orders: Offer a link from your website to one of the several companies that stock most major brands of nutritional supplements. Referral programs exist that may generate a modest income for your club, but keep in mind that this is primarily a convenience issue. Members that supplement consistently are going somewhere to buy monthly supplies, why not make it that much easier for them?
Not all of these services will be appropriate for your facility. Choose the ones you like best, and always seek out new ways to provide more to your members.
Alan Loyd is the Membership Director at Pinnacle Athletic Club in Mishawaka, Indiana. He can be contacted atAlan.Loyd@LakeshoreAthleticClubs.com.
