Spring is just around the corner. Soon the club will be a buzz with March Madness and Spring break resolutions. This in one of your busiest quarters with high membership usage. This high usage makes it hard to provide a clean and healthy facility for members. Now is the time to take a step back and look at creating a plan for a spring clean, making sure to retain the new members, as well as keeping your dedicated high use membership.
A club’s cleanliness is a vital part of its operation…..its social and financial success. For members, the perception of a clean and healthy facility is a matter of staying or leaving.
Industry studies conducted by IHRSA show that operators spend between 1.5% and 4.0% of total revenues on housekeeping. Further studies indicate a correlation between this spend and the increase of revenue and maintained member retention. Insuring that every interaction the membership base has with the facility is a positive one should be your goal. From the parking lot to the locker rooms, having a healthy and clean club will maintain retention and increase revenue.
Preparing now will allow you to continue to offer the highest level of brand service to your membership. Here are a few thoughts and ideas to help you get ahead of the curve and continue your growth into the remainder of the year.
Housekeeping – The unsung heros of the health club ::
Within this team lies your key to success. Giving them the tools to perform their jobs, walking with them daily and holding them accountable provides a level of respect, dedication and success.
Have the lead housekeeper walk and inspect the club daily, inside and out. Walk with them. Make sure they have a clear understanding of your expectations. Provide them with a check list that clearly spells out the daily, weekly, quarterly and annual cleaning expectations.
Time for a refresh ::
During the high usage of the new year’s resolution months (January, February, March and now more often into April) the facility is exposed to a lot of wear and tear. Now is the time to refresh all surfaces making them new again.
Performing a manufacturer recommended deep clean on ceramic tile, rubber and wood flooring, as well as carpets, will bring back their crisp/ fresh appearance. Members interact with these surfaces daily. Assuring they are clean and healthy will have member’s thanking you.
Take this one step further; time to declutter. Remove expired marketing campaign flyers and posters. Reorganize high interaction areas like reception / check in, concierge, retail, trainer’s desks or any point of contact or sale area.
For a minimal expense, with high return, repaint high use walls. Address key areas in the common corridors, restrooms, locker rooms, studios, cafes and kids club.
Take a moment and go out side ::
A member’s first impression is your storefront and parking lot.
Kids area ::
Don’t forget your child-aged members. Make sure that you perform a safety walk of their area. Remove all broken and unsafe toys and furniture. Perform a deep clean on all toys and furniture.
This is a high exposure area for parents and new members. Make sure you keep this area clean, healthy and safe.
Other upgrades ::
Still feeling in the groove and want some ideas for inexpensive updates? Here are a few items to consider.
Performing a spring clean now is a key to member retention, increased revenue and an increased member experience. Members of a health club who see their club to be healthy and clean are more likely to visit the club more often. An empowered member that communicates with you will open up lines of conversation that will prove to be positive for the membership and the brand’s offering.
Eduardo D. Lucero, aia
As principal and owner of