Inside the Club: Don’t Overlook Your Website

How important is your website to your business? It would probably be safe to suggest that of all the fitness clubs in the U.S. today, almost all of them have a website presence of some sort. However, is just having a website enough?

Recently I was asked to begin the evaluation of a potential cover for 2015. I’ve known of the club for a while and it has a reputation as a high-end facility with multiple locations. When I went to the website to begin my evaluation, I was highly impressed.

This club had a terrific front page. The style in which it brought up each of its locations was phenomenal. I was highly impressed from the start. However, once I clicked on a location to get a sense of how each location was presented, I was immediately let down.

The webpage for each location looked like something a freshman in computer science may have designed for an “Intro to HTML” class. Honestly, a basic WordPress theme would have been cleaner.

I don’t claim to have a ton of experience in web development, but I do believe I have an eye for quality. It’s safe for you to assume that I’m your typical member as well. I’m very quick to evaluate a company based on its website and images it has available.

When I examine a club’s page, if I can’t see what it looks like from the comfort of my own couch, I’m much less likely to enter the club — and I’m already active. Imagine if I was a deconditioned individual looking to join your club. What happens when I access your website and can’t find a photo gallery, video or any other informational tab?

Moving forward, what if your website looks cluttered? If it’s hard for you and your employees to maneuver, it’s going to be equally as difficult for your potential members.

Likewise, if a potential employee doesn’t enjoy your website, your members aren’t going to be proud to send friends and family there. Take some time and truly look at your website. Do you find it engaging? Do aspects of the website confuse you? If your answers concerning your website don’t please you, please develop a solution. It could be the chain holding your great club back.

Tyler Montgomery is the Editor-in-Chief of Club Solutions Magazine. For thoughts on his blog, the print issue or the industry, reach out to him at tyler@clubsolutionsmagazine.com.