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Retention: Enhancing Locker Rooms to Boost Retention

Locker Room

Robert Brewster, the owner of the Alaska Club said, “Locker rooms are one of the best places in the club where you can differentiate from the competition.”

Digilock experts Suzanne Lee and Daniel Johnson shared this quote during a recent webinar. The quote is worth highlighting because it’s true — the bathrooms are one of the few spaces that almost every customer experiences. Not everyone does personal training. Not everyone participates in Group X. But almost everyone goes to the locker room at least once during their visit.

Therefore, your locker rooms’ functionality and design is an extremely important aspect to your customer service. And by enhancing your locker room, you can boost your retention. Unclean or unappealing locker rooms can be a huge factor in driving members out the door.

During the webinar, Lee and Johnson shared the following tips for enhancing your locker room, which include a huge focus on the member experience.

Transform your locker room into a place where artistry and technology come together:

  • Design a unique experience
  • Create a comfortable “relaxation” zone with TV
  • Simplify and enhance the technology
  • Upgrade your technology

Follow a locker room design checklist:

  • What type of lockers are best for my members?
  • How many lockers do I need? Day use or assigned use.
  • How does my locker room fit into my budget?
  • Does my locker room meet the needs of everyone?

Throughout the webinar Lee and Johnson share a variety of other tips and insights into how to use your locker rooms to enhance the member experience and boost retention.

To watch the full webinar, click here.

Rachel Zabonick-Chonko

Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.

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