In a recent Thought Leaders panel, leaders gathered to redefine what hospitality truly means in the modern fitness world — and it goes far beyond simply offering good service. At its core, hospitality is about anticipating needs, fostering genuine human connections, and building a culture where both members and staff feel seen and valued.
One of the strongest messages was the importance of hiring the right people. Authenticity matters and clubs are getting creative to ensure team members align with their values — from conducting workout-based interviews to requesting video introductions that showcase personality and presence. Once hired, staff should be empowered and celebrated, whether through peer recognition programs or exclusive dinners with leadership.
Interestingly, younger generations were called out as some of the strongest assets in hospitality — when given clear expectations, autonomy and a sense of purpose. Technology, too, has a role to play. Tools like AI and ChatGPT can enhance member experience by providing convenience and quick answers, but they should never replace the warmth of human interaction.
Ongoing training and investment in understanding different generational needs remain critical. From tailored onboarding to real-world scenarios, the more experiences staff are exposed to, the better prepared they are to deliver stand-out hospitality.
Clubs are also rethinking how they measure success. While Net Promoter Score (NPS) is still useful, many operators are exploring alternative ways to capture feedback that truly reflects the member experience.
Ultimately, the most powerful takeaway was this: exceptional hospitality isn’t a one-time initiative. It must be modeled from the top down, nurtured across every level of the organization, and adapted continuously as member expectations evolve. When done right, it becomes a culture — not a strategy.
