Eddie Davila, the owner and operator of Urban Fitness, shares the importance of creating memorable experiences.
Engaging in regular physical activity can reduce the risk of illness, chronic disease and improve overall quality of life. As the importance of engaging in regular physical activity continues to grow, communities will need to rely on our industry to be the primary vehicle through which physically active lifestyles are embraced, advocated and shared with the public.
While the benefits of physical activity are certainly well proven and substantiated in the literature, to continue attracting and retaining members we must showcase our products and services beyond just “what” fitness is and instead, focus on aspects of our business that keep customers engaged and coming back.
Creating great customer experiences is going to grow business, and increase engagement, retention and ultimately the bottom line. Here are some things to think about when considering great customer experiences:
- Staffing. Having the right people on board is crucial. A welcoming face and warm greeting when someone walks into the facility sets the tone for their subsequent experience in your business. Greeting by name, with good posture, a smile and a clear intention to support goes a long way in letting someone know you see them and they matter. An upbeat, positive message as a customer is exiting the facility leaves a lasting impression.
- Culture. If done well, anyone walking through the front doors should “feel” this. The customer should be able to get an impression about what your company culture believes in, core values, who you are and how you do things. This is achieved by the overall atmosphere and staff who are bought into the mission and emulate the core values daily.
- Community. Support and relationships are going to only continue being the foundation of on-going club use, engagement and helping people feel like they belong to something bigger than themselves. In today’s world, many people are seeking connection as a means to improve psychological health, and establish meaningful relationships and a solid support network.
Fitness is just one aspect of “what” we do. Our influence extends beyond just exercise and permeates into many different facets of our customers lives. As a result, we should ensure our efforts to support and advocate a healthy lifestyle branch beyond just exercise and into creating memorable and comprehensive experiences that attempt to support our customer’s overall well-being.
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Eddie Davila, MS, ACSM-CEP, EP-C is co-owner/operator of Urban Fitness in Bozeman, Montana. He can be reached at eddie@urbanfitnessmt.com, on Instagram (@urbanfitnessmt), Facebook, LinkedIn, or visit www.urbanfitnessmt.com.
