With all the talk of the NFL lockout, it made me think of the lockout in terms of health clubs. I know, it’s weird, but I enjoy football and health clubs (of course).
I’ve always been one to support businesses and making money; however, not at the expense of customers, members, fans, etc. Your members should always come first. When you start making the vast majority of your decisions based on your bottom line, you are heading down a scary path.
Although, in the media we see two parties, the NFL and players — there are actually three: the first two plus the fans. Think of your club more like the players. You are there to get the fans excited and make a living, while also living your dream.
Who plays the role of the NFL? It could be a number of things. If you have investors, it could be them. If you have taken out a loan from the bank, it could be the bank. If you stress over your bottom line, it could be your bottom line. It’s anything you are constantly struggling with that has majority of control over your money. In some cases, it could potentially be your employees that are always wanting more from you.
In reality, whom should the NFL, its players and your club really be worried about?
That’s right, the fans (your members)!
Your fans are the most important aspect to your business. If the NFL would stop worrying about splitting the $9 billion and work with its valuable asset (the players) the fans would smile and get behind the sport. Let’s not forget how expensive it can be to go to an NFL game — ridiculous. I’m a Green Bay Packers fan, and have been for as long as I can remember. However, it wasn’t until last year that I could make the journey up north. On a side note: that was an experience I consider one of a lifetime — something worth an outstanding price.
Think about it. Your members could easily purchase a treadmill, a workout bench and get a decent workout. I have a friend that swears by pushups and sit-ups. He says if you did enough of them daily you could be in relatively great shape. However, he’s also a member of his local gym. People, including my friend, love going to their gym. They would do anything to promote their gym. However, when you disrespect your members with unnecessary dues, raising rates, not cleaning properly, letting equipment go unrepaired etc., they become NFL fans — with a feeling of disrespect, they leave and go support baseball again.
If you can’t keep up, baseball is being used in this analogy as your competing health club. The basic idea is to focus on your members’ happiness. Poll their happiness on levels from 1-10. Take their answers seriously and make changes accordingly. I promise, if you focus on your members’ happiness, you’ll come out on top every time.
Tyler Montgomery is the Editor of Club Solutions Magazine. Contact him at tyler@clubsolutionsmagazine.com
