What are some signs it might be time to renovate your club? According to Adam Sedlack, the SVP of UFC® Gym™, there are quite a few, including: increased member cancellations; workouts per day are decreasing; class attendance is trending down; and negative e-mails or comments on social media are appearing.
“All of the above can help you target the need for a gym reset. However, sometimes it is best just to do the good, old-fashioned conversation with your members,” detailed Sedlack. “Customer engagement will always improve your ability to be proactive on operating business decisions.”
If you’ve noticed any of these signs in your club and have decided a renovation is in order, Dal Clayton, the COO of Titan Fitness, said proper planning is key to ensuring the project goes off without a hitch. “First, advanced communication to the members and staff as to the scope of the project and the total time the club will be disrupted is important,” said Clayton.
A month or so before a project is about to start, Clayton explained that staff at his clubs place “story boards” near both the front desk and the area that will be renovated, in order to provide members with a complete picture of what the renovated space will look like post-construction.
“We present the project in a large, professional format that includes artist renderings of the space,” explained Clayton. “This can be used as a selling and marketing tool for prospects, because they can see that you’re invested in your product.” Additionally, “keep the construction team committed to keeping the projected time and budget,” continued Clayton.
To keep the project on schedule, Sedlack highlighted the importance of having a trusted project manager spearheading the project. “Have a project manager that can help you manage all of the details of the renovation,” said Sedlack. “They can provide you with real time updates, create improved communication between vendors and keep the renovation on track and timely.”
Renovations don’t have to be a burden, predicted Sedlack. “Have your project manager create and deliver a timeline that can be used as a marketing tool for the members and new customers being acquired,” he said. “Change can be exciting and should improve new member acquisition and overall club energy. If your members know what is going to happen, and then that expectation is delivered on, you have just delivered a great member experience.”
When considering a renovation, Clayton said key areas that need updates often include locker rooms and the front desk area. “Locker rooms and showers are an important aspect for prospects,” said Clayton. “With the front desk, it’s your club’s first impression.”
Ultimately, some club owners may feel reluctant to close down certain areas of their gyms, even for only a short amount of time. However, Sedlack said renovations are necessary for offering your members a good club experience, despite inconvenience.
“The day after a new facility opens, it begins to age,” said Sedlack. “I have always considered club renovations as a member-centric decision. I owe it to every dues-paying member to keep my gyms clean, well maintained and innovative.”
During the actual renovation, Sedlack said to keep your members and staff informed. “Leverage social media to show updates,” he explained. “Doing your best to surround those updates with marketing messages will help create the in-club buzz you are looking for. Also educate your team. If the staff is not in the know, that will be clearly translated to your members. Keeping your staff in the dark creates questions, concerns, and will result in an engagement issue.”
Tips from Adam Sedlack:
• Always try to add/change something quarterly
• Preventative maintenance can be as important as a renovation. Don’t underestimate the power of a great tech.
• Stay innovative. This is not as costly as you might think.
• Shop your competition and see what the members like the most, and try to deliver that feature to your customers in your own way. That will create authenticity and better return.
• Sometimes renovations can also help you save money via lighting, solar power, etc. Do your homework before making a change.
Im my opinion, renovation should be based on clients suggestions not only on their cancellations or low attendance.
In that case, a box for daily suggestions would be very welcomed as it may help managers have a different eye on their business: the eye of the client!