Today’s top clubs are turning cleanliness into a visible standard that builds trust, loyalty and differentiation.
Members notice cleanliness even when they don’t realize they’re looking. A full trash can, a smudged mirror, a locker room that doesn’t smell quite right are all details that register before a workout even begins. And when a club gets that right, members notice that too.
Across leading facilities, operators are leveraging new technologies, refined protocols and a culture of accountability to turn cleaning into a visible, value-adding component of the member journey.
The Value Members See
For many operators, the shift began during the COVID-19 pandemic but has since cleanliness is now deeply tied to how members see value.
Scott Draper, the general manager of Club Northwest, looks at this as part of the club’s culture, pointing out how staff members make sure to thoroughly clean the facility because they care, not just because they have to.That mindset reflects a larger truth: Members don’t just notice cleanliness — it changes how they view the club.
“If your entries are pristine, members will start looking for what is clean,” said Draper. “If the entries are dirty, members will spend their whole visit looking for what is dirty.”
This psychological framing emphasizes why cleaning is no longer invisible. It’s experiential, emotional and immediate.
Innovation on the Floor
While culture drives intent, technology is enabling execution at scale. Operators are adopting tools that improve both outcomes and efficiency.
At Cincinnati Sports Club, electrostatic sprayers have been used since 2018 to enhance disinfection in high-touch areas like locker rooms, fitness floors and children’s spaces. These systems allow for more comprehensive coverage, particularly on complex surfaces like dumbbells and other equipment.
“They’re helpful for supplemental disinfection, but they’re no substitute for traditional cleaning,” said Jordan Croop, the facility and operations manager at Cincinnati Sports Club, noting the importance of balancing new technology with the fundamentals of the cleaning process.
Club Northwest has invested in UV technology across multiple areas like their pools and childcare spaces, making cleanliness both measurable and visible. Draper compared the pools to “pristine mountain lakes,” showing how advanced systems can elevate both hygiene and perception.
Technology is also solving historically inefficient tasks. Automated systems for sanitizing children’s play equipment — like the ball pit at Club Northwest — have transformed the labor-intensive process into quick, repeatable workflows. What was once almost impossible to maintain consistently, according to Draper, is now integrated seamlessly into nightly operations.
Smart Staffing, Consistent Standards
Maintaining high standards without inflating costs remains one of the industry’s biggest challenges. Operators are addressing this through smarter staffing models and structured accountability.
At Reh-Fit, cleaning responsibilities are tiered across shifts, with heavier tasks completed during off-hours and daytime staff focused on maintenance and touchpoint cleaning. This approach ensures consistent coverage without overextending labor resources.
Meanwhile, Cincinnati Sports Club adjusts cleaning schedules based on daily usage reports. “We schedule housekeeping rounds so low-utilization areas are cleaned during slower times, while maximizing housekeeping presence in high-density areas during peak times,” said Croop.
Accountability systems are equally critical. From detailed checklists to comprehensive facility walkthroughs, operators are building structured processes to ensure consistency. Some are layering in member feedback platforms to identify gaps in real time and respond proactively.
For Draper, the most effective tracking system for his team is cultural ownership. “Our goal is to catch it before the member catches it,” he said, emphasizing the proactive over the reactive.
Visibility Drives Trust
Another significant shift in recent years is the intentional visibility of cleaning efforts.
“Our team is trained to carry out cleaning tasks in a way that is visible, yet low-key — being efficient and respectful,” said Romulo Idia, the building maintenance supervisor at Reh-Fit. “These visible efforts often lead to positive feedback.”
Club Northwest takes this even further by positioning cleaning staff as essential to the member experience. “I want the cleaning staff to be seen as people that care, just like our general manager, directors, managers, coordinators and every single person on our team,” said Draper. “They’re critical to our success.”
Transparency extends beyond visibility to communication as well. Whether through signage, staff interactions or digital channels, operators are educating members on their standards and processes. Even small aspects like highlighting which products are used can reinforce trust for members.
Sustainability That Delivers
Sustainability is also a critical part of cleaning processes in today’s clubs. Many operators are prioritizing eco-friendly or green-certified products while still focusing on the effectiveness of the product.
Draper emphasized the importance of that balance within Club Northwest. His team integrates saltwater systems and carefully vetted products to maintain both cleanliness and environmental responsibility.
Reh-Fit follows a similar approach, evaluating products based on performance, safety and compatibility while incorporating green options whenever possible.
At the same time, operators are expanding their definition of cleanliness to include air quality. From CO2 monitoring to advanced filtration systems, indoor air quality is becoming a larger component of the overall sanitation strategy at clubs all across the industry.
The Human Factor
Despite rapid technological advancements, people are still the differentiator when it comes to maintaining the standards of a club.
“Cleaning is a hard job,” said Draper. “Even with all the technology in the world, if you don’t have that passion, you’re going to get somewhat clean at best.”
That is a common sentiment across facilities. Whether it’s ongoing staff training at Reh-Fit or strategic outsourcing at Cincinnati Sports Club, success ultimately depends on engaged, accountable teams.
Looking ahead, automation and smart systems will be used to enhance the human role in the cleaning process and allow for staff to focus on the member experience.
As standards have evolved within the industry, cleaning stopped being a background function and became part of the value of the club itself. Operators are learning that members don’t separate cleanliness from the rest of the experience. It’s all one thing. The workout, the locker room, the interaction with staff, the condition of the facility — it all builds that trust. And trust, more than anything, is what keeps people coming back.
