Quickly imagine a club with only treadmills — no free weights, functional equipment, selectorized equipment or any other cardio pieces — only treadmills. How do you believe customers would perceive that club?
The importance of diversity inside your club is imperative, but also in your own life. If you simply spend 24/7 at your club selling memberships at the front desk, and never explore the outside world, you’re likely to remain, or become, single; never learn any new traits, skills or hobbies; and probably be a very lonely individual, unless your club stays busy at all times and you spend time talking with existing members.
It’s important to search for diversification. Not only does it keep your club on the cutting edge, but also it makes it an interesting place to exercise — just like a diverse personality helps you to be interesting to other people.
When you are considering new programs or equipment for your club, always spend time looking at options and seeing what new trends might be successful throughout the industry. I’ve read articles that have hinted at changes in fitness facilities that might see less and less traditional equipment, and instead focus on functional training equipment.
Like many people that are into fitness, I enjoy functional exercises and new trends, but that doesn’t mean I don’t like traditional equipment as well. Additionally, I’m not blind to the rest of the industry and its consumers. I realize there are people that continually enjoy pressing and pushing weight. They prefer jumping onto a stationary bike or elliptical for cardiovascular health. And, for those individuals, it’s important that you supply your club with traditional exercise options.
However, there will always be different and changing trends in fitness. It’s important that your club stays diverse and open to new possibilities. If your members are looking for more CrossFit-style exercises or more Group X, it’s imperative that you can add new options to fulfill their desires.
Over the next several weeks or months, start to think of your club as a part of you as the owner or GM. Let your personality shine throughout your club to show diversity and a willingness to change with the times. On the off chance that you’re about as diverse as a club filled with only treadmills, try to diversify your club a bit, and think about getting a hobby.
Tyler Montgomery is the editor of Club Solutions Magazine. Contact him at tyler@clubsolutionsmagazine.com.
