Inside the Club: Keep Communication Lines Open

There are so many great options for clubs today. There are endless amounts of classes, new equipment and unique training methods. Fitness is no longer subject to those of good to great health, but is actually being utilized by people in all conditions to better themselves.

However, with so many options, it can be easy to lose track of your gym’s main purpose. Many times we go astray chasing the all-mighty dollar. And, although that dollar is great, it doesn’t always fit with why you opened your gym, or more importantly, why your members joined.

Recently I was in a gym that had decided to block off about a fourth of the fitness area. In the blocked off fitness area you’ll find a selection of functional equipment, such as Rogue Game Boxes, a rig for pull-ups, tires, etc.

Personally, I’m a huge fan of functional workouts, so I like to use all of this equipment. However, when a member joins your gym they perceive areas to be available to them. By roping areas off, you essentially devalue their membership.

As new members join, your sales consultants can explain why certain areas are roped off. But, if you don’t give your current members an understanding for why it’s roped off, you may develop disgruntled members, and begin to lose memberships.

It’s important when you change the layout of your club, in any way, that you let your members know why you are making the change. Is it for their safety or for new classes? Are they still able to use the area, or is it being restricted for training?

Your members feel they have ownership in your club. They pay you monthly and use your facility. They will either love your club, or just use it until something better comes along. Keep communication lines open with your members and they will be more likely to enjoy your club and refer your club, rather than simply leave your club.

Tyler Montgomery is the editor of Club Solutions Magazine. Contact him at tyler@clubsolutionsmagazine.com.