Downtown Athletic Club in Miami, Fla. is no stranger to competition. Nearby are big box giants such as LA Fitness, 24 Hour Fitness and Equinox, in addition to smaller competitors such as CrossFit Downtown Miami.
However, Reinier Arocha, the sales and marketing director for Downtown Athletic Club, doesn’t necessarily consider nearby clubs competition. To him, Downtown Athletic Club offers a superior product that consumers will be hard pressed to find elsewhere.
“Our product speaks for itself,” said Arocha. “We are a high-quality gym and offer a high-quality product.”
Since 1984, Downtown Athletic Club has continued to offer members high-end services for a high-end price tag (a standard membership costs $99 per month).
However, that membership provides access to 35,000 square feet of space featuring executive locker rooms, a cardio cinema, an indoor basketball court, an expansive free weight center, and dedicated studios for boxing, Group X, Spinning® and mind-body exercise. For those looking for an out-of-the-ordinary amenity, a 28-foot natural surface rock wall is at their disposal.
“LA Fitness, for example, is nearby and has a lot of great things,” said Arocha. “But they don’t have some of the amenities that we do, such as basketball and squash courts. Our rock wall is surfaced with natural rock, which gives you an experience like you’re actually climbing outside.”
Downtown Athletic Club also provides for premium customer service. “I want my members to be happy,” said Arocha. “It’s very important that we go above and beyond for them.” To ensure that customer service standard is met, managers pay close attention to staff/member interaction, to ensure communication is both courteous and professional.
One challenge the club has had to overcome is its location. It resides on the 15th floor of a busy downtown building, which provides for limited accessibility and visibility. To compensate for city parking difficulties, members are provided free parking for two and a half hours. To get the word out about its services, local partnerships have been key. “We do cross promotions with a lot of different companies,” explained Arocha. “This gives exposure to their services and ours.”
Exposure also results from a corporate wellness program, which offers local businesses discounts on employee memberships, baseline fitness testing, weight-loss challenges and more.
For just over 28 years, Downtown Athletic Club has provided a lofty, high-end experience to the members of its downtown Miami location. Arocha works hard to ensure that experience never varies from the upmost in quality. “We focus a lot on our members,” he said. “We keep in touch to make sure they’re happy and meeting their goals. We want to give them a delightful experience, in line with who we are and what we do.”
By Rachel Zabonick
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
The Downtown Athletic Club in Miami is a beautiful facility. I would recommend…