How hiring the right front desk staff can positively impact your business by creating a welcoming and efficient member experience.
First impressions matter, especially in the health and fitness industry.
Today members have a plethora of options available to them to get their workout in. This is why having a friendly and engaging front desk staff is critical to help make a great impression, serve members and create a positive atmosphere.
“As the first point of contact, the welcome desk at In-Shape sets the standard for our culture,” said Jeremy Castorio, the director of operations for In-Shape Family Fitness. “It’s critical to the experience. Our team is welcoming, energetic, informed and empowered to positively impact the lives of our members. The genuine smile and greeting of someone welcoming you and giving you encouragement can be just that little push you need to work out on a day that you didn’t feel like it, or on a day that you really needed to leave the outside world behind and get in some quality ‘me time.’”
In addition to their impact on member experience, In-Shape’s welcome desk team also supports its ability to serve members. When a member needs more information about a studio fitness class or has a complaint about the pool, having a knowledgeable employee can ensure those quick interactions are helpful and as positive as possible.
While front desk responsibilities vary from club to club, almost all go beyond simply saying hello.
At In-Shape, they ask the welcome desk team to not only greet and wish members well, but field questions and concerns, guide new members through the technology, and introduce them to the rewards program.
“Our welcome desk also shares recommendations on retail, programs and services that make our members’ experience even better,” said Castorio. “They also help with the joining process or can make changes on members’ accounts. Our welcome desk employees help members make the most out of their visits. They’re incredibly impactful.”
At Club Northwest, the front desk shares similar responsibilities.
“Our front desk staff primarily serves Club Northwest’s highest mission — our members’ and guests’ experience of well-being here. They do this through greeting each member by name, meeting their needs and creating a bridge to next time,” said Cassie Robinson, the general manager. “Beyond that, they are also responsible for member account questions, the pro shop, locker rentals and our Art Wall, a collaboration with local artists where 80% of sales goes to the artist and the other 20% goes to a local charity that focuses on children’s mental health through an art program.”
Overall, it’s clear the front desk staff is central to the member experience.
Robinson said they are the first and last impression of the facility, and in many ways set the tone for a member’s entire visit. As the hub of communication, they’re promoting all aspects of the club and helping to get members plugged into the club in meaningful ways.
Because of this, it’s important to be thorough and intentional when hiring and training for this position.
Robinson recommended letting the staff find their unique voice and personality within your set of core values. “Don’t let the non-negotiables slip, keep the bar high,” she said. “Be present enough to praise often. Behaviors recognized are often repeated.”
As someone who earned his stripes at the welcome desk many years ago, Castorio said he knows first-hand what it takes to create a memorable experience, because he did exactly the opposite.
He had been working at the welcome desk for about six months — same schedule, same shift — which meant the same members coming in. A member he’d greeted since Day One with a sub-standard, “Hello,” said to him, “Can I ask you a question? Why don’t you like me? I come in here all the time, and you say hello, but you barely smile and you really almost seem like you’re annoyed that you have to greet me.”
“That experience completely changed how I approached interactions with members and shapes what I look for in building a great welcome desk team — people who will be genuinely friendly, interested and engaged in your member’s day,” said Castorio. “And this isn’t just for the benefit of the member experience, but chances are you’ll find someone that will go far in the industry.”
Overall, Castorio looks for three main qualities in his front desk employees: friendliness, interest and engagement. For him, when employees give people the best friendly version of themselves, it will make people’s day, diffuse tough situations and, more importantly, it will keep people coming back to the club.
“Interest is on multiple levels,” explained Castorio. “At the front desk, staying interested in the success of your members’ experience not only grows your member engagement, but it also takes you down the rabbit hole of self-growth because it keeps you curious about how and what you can do better.”
Building off of that is engagement. Castorio said being curious is great and important but acting on it — being engaged — is what means the most. “It’s the biggest influence in how members feel about your service and how you impact their lives,” he said. “Actions for the benefit of members and the team will nine times out of 10 create memorable results.”
Andrea Gonzales, the area manager of Gold’s Gym El Paso, Texas, said hiring a good front desk associate is crucial not only for gyms but for any business. When going through the interview process, it’s important to determine if they have good customer service skills among other things.
“It’s great to ask the candidates about difficult situations and how they have handled complaints,” explained Gonzales. “It’s also helpful to look for candidates who work well with a team as the front desk must be able to collaborate with the other departments and be able to adapt to different circumstances. I recommend checking backgrounds and references. You want to be able to verify the candidates are suitable for the role.”
Once you’ve hired the right candidate, Gonzales said you want to invest your time in thorough onboarding and training. It’s important to ensure each new associate understands your standards and procedures.
“I make it a point to work with each new associate every time,” said Gonzales. “We also have all new associates shadow each department as well as take a group exercise and cycling class. They need to fully understand each role in the gym and what we have to offer. We request a review of the group exercise classes, as this would be an example of how they would explain the classes to our members.”
Overall, hiring the right front desk can positively impact your business by creating a welcoming and efficient member experience, so it’s crucial to take your time in the selection and onboarding process to find the best fit.
“Ask anyone that has a great welcome desk team, and they will give you a laundry list of why that team is so important to their success,” said Castorio. “Those that don’t have such a successful team might try to convince you it’s not worth it. But by hiring the right people for your welcome desk, helping them understand the power and value of their impact, and giving them the tools to succeed, you will create a team that thrives in creating best-in-class member experiences.”
