This week’s “Inside the Club” was written by our Assistant Editor, Rachel Zabonick.
If you work in the health club industry, you may be looking at gyms or health clubs through rose-colored glasses. It’s hard not to, when you work on the inside. For one, you know that most clubs are there to help people get healthy and improve their quality of life. However, that view may be drastically different from how clubs are perceived by members and the general public. Through a quick survey, I asked a select number of people what first comes to mind when they hear the word(s) “gym” or “health club?”
Ciera — “When I hear the word ‘gym’ I think, ‘geeze one more thing to get done during my busy day.’”
Alex — “’Gym,’ is a place to go to workout and not be bothered. Health club is when you have someone watching every little thing you eat and do. So gym, positive. Health club, negative.”
Kiah — “When I hear the word ‘gym’ I think of health freaks. If I were going to the gym, I’d probably feel dread because I’d be self conscious.”
To address Ciera’s comment, what could you as a club owner do to make her gym experience fun, versus being perceived as a chore? How can you make her look forward to working out, instead of seeing it as just another thing to knock off her list?
How could you convince Alex that health clubs are positive?
How could you make Kiah feel comfortable in your club? I personally know many people who want to get in shape before they join a gym, exactly for that reason — they’re self conscious about being judged. How can you get the word out that their misperception is unfounded?
Be aware of how people outside of clubs perceive the health club industry, and think about how you can change any views that may be negative. When out and about, do a quick survey and ask people the same question I did — “What comes to mind when you hear the word ‘gym?’” If the answer is unappealing, do you best to convince them otherwise.
Rachel Zabonick is the Assistant Editor for Club Solutions Magazine. She can be reached at rachel@clubsolutionsmagazine.com. Reach out to her about exciting events or programs your club has implemented, or to share the amazing accomplishments of a member.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
