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Creating Member Experience in 2021

creating member experience

Recommended steps health club professionals can take to ensure they are creating an exceptional member experience in 2021.

Our world is changing by the minute and the pandemic is still a driving force and disrupting business within our industry. How we interact with our members and engage their attention is more important now than ever. Here are some recommended steps we can take to create an exceptional member experience in 2021.


It is important to have clear protocols in place on how your club is dealing with the pandemic.

Some examples are:

  • What cleaning procedures do you have in place?
  • What measures are you taking to ensure proper social distancing and capacity limits?
  • Showing and explaining to your members via email and video what your club is doing to keep them safe.
  • Constant communication with your members will build trust and this helps build community. If members feel you are taking their safety seriously, then they will feel more confident in their choices and more apt to return to your club.


Create communities in and outside the gym like run club, barbell club, or a mommy and me, or even a  book club to name a few. You can offer themed classes, giveaways, monthly challenges and perks for class attendance and most visits. The goal is to give your members a reason to continue coming back. Putting your members first will assist in creating community and help your business be successful.

Digital is the Future

The reality is that some members will not be setting foot back into your club anytime soon. Hybrid models of in-person and virtual fitness are a must. Zoom has been a great way to add value to services that you currently offer, such as group fitness classes and personal training.

There are many third-party providers that can help add a digital element to your clubs without breaking the bank. Some examples are Fit Grid, Fitness on Demand, and Recess to name a few. It does not matter what platform you are on, but it’s imperative that virtual be a part of your business model.

We all are being challenged, but there’s still opportunity for growth. It’s time to shift gears from surviving to thriving. Think about how you’re creating member experience in 2021 and make it the best year yet for your club and members.

Diva Richards

Diva Richards is the CEO/founder of HARDWORK NO EXCUSES, and the creator of the D.O. W.O.R.K Method.

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