Creating a great customer experience is by far the most important component for any fitness club. Amina Daniels, the owner of Live Cycle Delight (LDC) and LCD Hot in the West Village of Detroit, Michigan, draws from her background in luxury retail and health and wellness to address every opportunity to excel in this area.
“We believe the brand experience begins long before the client walks through the door,” said Daniels. “It begins with the brand’s outward touch points such as social media channels, Google listing, reviews, studio images online, blog, article messaging, website and the people wearing branded apparel outside of the studio. It also includes curbside appeal — does the studio look appealing, warm, inviting and clean with the merchandise neatly displayed from outside?”
When the client or potential client does enter the studio, an LCD staffer guides the experience from the moment the client walks in.
“We’ve created a spa-like environment at LCD to generate a calm — yet positive — and inclusive space, where we’ve eliminated some of the barriers like mirrors and harsh lighting,” said Daniels. “Health, wellness and exercise should be an easy and positive experience rooted in community.”
At LCD, the personalized customer service experience is paramount. Immediately upon entering, clients are always greeted by name.
“We have created the ‘core four,’ which serves as a guide for staff that includes energy, engagement, enthusiasm and eye contact. These are the four core principles of the studio for an elevated client experience and when connecting with people. Our knowledgeable front of house staff and skilled instructors are aware of each client’s goals, injuries, ambitions, personal milestones and information like their birthdays and children’s names.”
The studios’ patented three-pronged training method — Train, Sweat, Restore (TSR) — continues to carry its personalized, results-driven philosophies and branding.
“Our dynamic classes empower, advance and guide individuals through a curated mix of cardio, strength and restorative modalities based on yoga principles,” said Daniels. “We designed this mix so clients don’t have to run around to other studios to experience yoga, HIIT, barre and mat Pilates classes — they can do it all within one membership here.”
On a larger scale, fostering community is in the studios’ DNA. “We’ve built a supportive, inclusive community that unites people in the name of sweat,” explained Daniels. “It’s a calm yet uplifting environment that nurtures conversation and engagement with others that people want to return to. For many, it’s the highlight of their day.”
Daniels works to facilitate this far beyond the walls of the studios.
“It’s about promoting other businesses in the community, other business owners and the residents,” said Daniels. “It’s about taking part in what’s happening and being offered in the area. It’s about lifting others up with a mission toward overall health and wellness — for individuals and the community as a whole.”
In closing when it comes to creating a great customer experience, Daniels said, “the studio is the physical hub – it’s the host. At LCD, we empower humans to live their best life through the TSR method. We encourage clients to become better, stronger and more resilient in class so when life happens, they are prepared. We challenge our community to take this energy, enthusiasm and effort into their life and community outside of the studio. That is our mission and it’s what drives me every day.”
