Eddie Davila, owner and operator of Urban Fitness, shares how to create value-driven experiences.
Having a strong community within a business is arguably one of the biggest pieces to long-term success. An environment that cultivates trust, inspiration and socialization is an excellent recipe for creating a space where people — members and staff — want to be and feel good about investing their resources in.
Many people have an inherent appetite to connect and be a part of something bigger than themselves. We want to share experiences with others who have similar goals, desires — wins, losses, struggles — and burden/experience in the journey. This may be achieved in many ways including being part of a team at work, joining a social media platform, having a game night with family and friends, or even joining a gym. We desire social connection. This is where we come in.
Our industry is perfectly positioned to cater to the needs of many by providing opportunities for them to connect and be a part of something bigger. Within our clubs, we can create unique value-driven experiences that can further enhance their journey with us by providing a sense of belonging and connection with like-minded individuals. Clubs within a club. A place where individuals can socialize with a sub-group of people and have a deeper sense of belonging.
How can we do this?
Team training and group fitness classes can create very strong bonds between people. The shared challenges and socialization can help create solid relationships of support and motivation. Other physical activity endeavors such as pickleball, hiking/walking groups and pick-up basketball can foster similar social experiences that add tremendous value. Further, social clubs such as coffee or book clubs can make people feel at home and like they are experiencing life with close friends.
A club where members feel seen, valued and included can create raving fans. Our community, amenities, programs or location may have been why someone initially walked through our doors, but getting them connected and with a group of like-minded individuals, or a club where deeper and meaningful relationships are established, will be a major factor on why they stay. Look for opportunities to create clubs within your club and add value-drive experiences that go far beyond just fitness.
