How philanthropy and giving back is transforming fitness clubs and their communities.
The impact of philanthropic initiatives on both community well-being and business success in the fitness industry is undeniable. Fitness clubs and health centers are increasingly recognizing the potential of integrating charitable programs into their operations to drive engagement, foster loyalty and enhance brand visibility.
In the latest Thought Leaders digital roundtable discussion, Linda Mitchell, the director of public and government relations at Newtown Athletic Club (NAC); Larry Conner, an industry professional and consultant; and Kris Mulkey, the chief marketing officer of In-Shape Family Fitness, shared insights on how philanthropic efforts make a difference in communities and provided significant ROI for their businesses.
Mitchell highlighted NAC’s innovative philanthropy program 52K in 52 Weeks which donates $1,000 weekly to local charities, families in need or nonprofits. This initiative not only strengthens community ties but also fosters an inclusive environment within the club. By giving back, NAC has become a central figure in its community, enhancing its brand visibility and member loyalty.
“The $1,000 a week is something that really resonates with the community,” said Mitchell. “I would suggest an ongoing way of showing your appreciation for the community. It doesn’t have to be $1,000 a week. You can do whatever you want and whatever’s right for you. The beauty is it’s wonderful branding for your efforts. You don’t have to pick one thing; you can support many things, as many things resonate with different people.”
Having a community-centered approach not only strengthened NAC’s member loyalty, but it also attracted new members who are drawn to the club’s commitment to giving back.
Similarly, highlighting how philanthropy events can differentiate a club in a saturated market and create lasting impressions on potential members. Conner gave an example when he facilitated high-impact fundraising events as general manager of Stone Creek Club and Spa. Hosting a tennis tournament, the club raised $75,000 for charity before officially opening its doors.
As such, Stone Creek attracted people to the building and created valuable connections that carried through until after its official opening. Conner’s keys to success involved making the club’s philanthropic efforts highly visible and engaging the broader community.
“When we opened the club over 15 years ago, we wanted to open up with a bang,” Conner said. “It’s a high-end resort club, and I wanted to bring attention to it and do something good. What better way than a fundraiser? It’s always good to help people, but it also brings recognition to your club and brings your team together quickly.”
Supporting various causes was another tip from Conner. Funds from the tennis tournament went toward cancer patients and research, but other events he’s seen or put on have raised money and awareness for children’s charities and veterans. These philanthropy fundraisers had high visibility, which was done by putting out jack-o-lanterns or giving participants flags to hang up, which shows Stone Creek’s dedication to uplifting community and driving business success.
Recurring fundraising efforts can also become beloved traditions and successful ongoing campaigns. In-Shape Family Fitness’ annual Fight Cancer program started in 2015 and has raised $863,000 for the American Cancer Society and St. Jude Children’s Research Hospital to date. The campaign’s success lies in its ability to engage all members, regardless of financial capacity, by offering donation opportunities as low as $2. This inclusivity has fostered a culture of giving within the club.
“It’s the most heartwarming cause I’ve ever been a part of,” remarked Mulkey. “It’s become a part of our culture and is sort of expected now. It became bigger than anything I ever expected.”
Beyond the intrinsic value of giving back, the panelists emphasized the tangible benefits that come with philanthropic efforts. Increased member engagement, enhanced brand visibility and stronger community ties were all cited as key outcomes of these programs.
During the Fight Cancer campaign, In-Shape Family Fitness sees a notable increase in class reservations and member participation. Mulkey noted how promoting charities both you and your members care about can be a valuable vehicle in creating and maintaining member relationships.
“Find a cause you or your team is passionate about,” advised Mulkey. “You have to have that passion to support them and find a partner. Start small. It doesn’t have to be huge. Find a partner, grow an event and go from there. When you’re personally passionate about it, you’ll be more successful.”
