June 2021 Club of the Month, presented by ABC Fitness Solutions:
The BXNG Club, est. 1999
The BXNG Club in San Diego is more than just a martial arts gym. In fact, the brand prides itself on being “a home, a mindset, a lifestyle, the ultimate vibe,” mixing luxury, grit and martial arts with all things fitness.
Here, Katie Murai, the director of marketing for The BXNG Club, discusses the brand’s key differentiators and tips for success across its three locations, and shares how they saw a 30% increase in post-COVID memberships with a focus on member experience.
How did The Bxng Club come about?
KM: The BXNG Club (TBC) has an incredible history of being unique that has become a timeless need for its communities. In 2014, there was a switch in ownership that reinvented TBC’s mission and the focus of the brand onto member experience.
What are your key differentiators?
The key differentiators at TBC begin with our elite staff and consistently defining excellence. We pride ourselves on our exclusive offerings and the value we bring by combining combat sports with luxury. Our community-based approach and focus on membership growth has allowed us to make strides in the fitness/combat arts industry.
What are keys to your success?
Our success is rooted in always striving for more. We have a deeply seeded belief in our product alongside our team to execute. At TBC, our success is designed upon “expect more” — for our members, staff, coaches, etc.
You’ve seen a 30% increase in post-COVID membership growth and grown in personal training. What are the biggest factors that helped increase membership post-covid and how did technology play a role?
During COVID, we seized the opportunity to make imperative changes to our operations. Some of these intentional changes included transforming pricing structure, re-evaluating enrollment fees, as well as incorporating online purchasing with a money-back guarantee with confidence in our product. We prioritized communication and massively invested in marketing/staffing. With our members always in mind, we created incredibly high standards for COVID-related layouts and operations that translated into sales.
What are some of the ways you’ve personalized the member experience?
The personalization of the member experience begins before ever even entering the club. We incorporate a pre-qualification process to connect and find an alignment with goals, lifestyle, etc. The member experience is a well-rounded approach that is never neglected. Front desk operations hone in on the small things that make a large impact and coaches are trained with a standard of offering opportunities to elevate the TBC experience.
What’s the best piece of leadership advice you could give to other operators?
Leadership doesn’t begin and start with one person. It is crucial to encourage all staff of every level to continue to move upward and forward. Be completely transparent with setting high standards from the beginning and support the potential to continuously surpass expectations.
Created in partnership with ABC Fitness Solutions. Visit abcfitness.com for more information on how they can help your fitness business.
