For many clubs, partnerships with other local businesses are key to success — leading to increased exposure and deeper ties within the community.
Local partnerships can come in a variety of different forms, including shared space. This is exactly the type of relationship that exists between Silver Creek Sportsplex and ClubSport San Jose in San Jose, California.
ClubSport is one of six locations on the West Coast, while Silver Creek is a multi-sport entertainment facility. Housed in the same building, the businesses have formed a symbiotic relationship.
“Our situation is unique in the fitness industry,” said Oscar Bazan, the general manager of Silver Creek and ClubSport. “The total building is 275,000 square feet — ClubSport is roughly one-third of the space, and the Sportsplex is the other two-thirds and is operated as a separate but complementary business.”
In conjunction, Silver Creek and ClubSport have a robust slate of offerings. “[The facility] features three turf soccer fields and three roller hockey rinks,” said Bazan. “The complex comes together as an awesome sports and fitness and family entertainment destination.”
Even though both businesses have different offerings, each has found a way to help the other generate more business by playing to their respective strengths.
“We have directed the majority of parties and camps to the Sportsplex, but we capture those leads and offer a complimentary visit to the club,” said Bazan. “To our corporate members, we present the opportunity for them to host their events at the Sportsplex, which can handle up to 5,000 guests. And to complete the circle, we make sure those Sportsplex guests get an invite to visit the club.”
As it is with any successful business, Silver Creek and ClubSport are driven by their leadership teams. “The ownership is very supportive and has a desire to stay on the forefront of the industry,” said Bazan. “They are committed to reinvesting in the property and the staff.”
In fact, the facility has undergone several upgrades in the last two years, improving childcare services, optimizing the group fitness studios and creating an “open field fitness” area for a variety of workouts. “These kinds of changes and updates keep our members, sales team and general staff energized, excited and engaged,” said Bazan.
Bazan believes working in the same facility space has actually brought out the best in both businesses, and he’d encourage any club to explore a similar partnership if the opportunity arises.
“Look for ways to partner with complementary companies in your area who have a similar customer base,” said Bazan. “Don’t be afraid to experiment with a short-term agreement that allows you to test the waters. If you can work together to help drive each other’s success, it can lead to some great outcomes.”
The outcome for ClubSport San Jose and the Silver Creek Sportsplex has been an engaging, all-in-one fitness and entertainment facility.
“Our directive is to create a place for families to have fun, recreate, socialize and enjoy the benefits of being physically fit — all in one location,” said Bazan. “It has been a wonderful and fulfilling experience being part of bringing this vision to life.”