Consumers are looking to their fitness clubs for more than just fitness. Now more than ever people are looking at health from a more holistic view, encompassing overall well-being and feeling good again. Investing in health is more than the occasional workout – it’s becoming clear that a workout routine with proper recovery is necessary for long-lasting results. With more education and awareness, we are changing the relationship between fitness and recovery.
Options. Options. Options
The Houstonian Club offers a wide variety of recovery options. We have an onsite licensed massage therapist and certified muscle activation technique (M.A.T.) specialist. Our personal trainers have access to Theraguns to provide percussive therapy to their clients before and after their sessions. In 2020 we expanded our offerings by adding onsite physical therapists. This is all in addition to our saunas, steam rooms, whirlpools and HydroMassage chairs in the locker rooms. As we are progressing on our expansive renovation at The Houstonian Club, we are continuously looking at other options to provide value to our members.
Knowledge is Power
Educate your members on the importance of recovery. Frequently, recovery is viewed as optional or an ‘add-on’ to their health and wellness journey. Change the narrative. Present recovery as an essential part of the routine. Show your members how it is feasible for everyone to incorporate it into their busy lives. Proper recovery methods help members spend more time doing the fitness activities they love in the safest and most effective manner.
Innovate
Recovery has numerous meanings for different people. Think outside of the typical realms of recovery to serve your membership. For example, our onsite spa, Trellis Spa, has treatments tailored to fitness enthusiasts. The MLX i³ Dome treatment is a wonderful recovery option to increase blood circulation and provide relief from inflammation, stiffness and soreness. Their Remineralizing Body Wrap was designed to release tight muscles, joints and tendons. The Houstonian Club also curated a few complimentary group exercise classes focused on recovery. These classes utilize equipment such as yoga therapy balls and foam rollers and help expose members to new methods of recovery.
Market it
We have found great success using videography to highlight recovery at the Club. We use these videos to share why we have certain recovery methods, how to utilize them and incorporate member testimonials. We also run specials and programs to encourage our members to try new recovery methods.
Ask!
The Houstonian Club uses MXM Medallia surveys to receive feedback from our membership. We rotate questions quarterly to compile data for future projects, programs and changes. We added the question last year, “How do you recover after your workouts?” to help guide us on what methods our members currently use, but also on how they interpret the word “recover.” For example, many responses signaled that recovery was their shower or a quick stretch. This leaves room for educating and providing more value to our members through different methods.
Learn More: Exclusive Insight into The Houstonian Club’s $23.5 Million Renovation Plan
As the mentality around overall health is shifting, clubs can pivot and integrate new methods to stay ahead of the curve. Continuously looking at data, member feedback, fitness trends and advice from other club operators allows us to make the best decisions.
By placing emphasis on recovery in our clubs we can send the message ‘the best investment you can make is in your own health.’
