Part Two ::
Continuing to provide the best for your membership will increase your members perceived value of your brand.
Continuing with your clean slate to adhere to standards of operations by implementing routine walkthroughs of your facility will increase members satisfaction and enhance their experience.
In this week’s article, we will review how your Ancillary Equipment and your Housekeeping teams also help boost member experience. Both these areas, like your base building, program area equipment and locker rooms, are equally important to your success and member retention.
In our last article we discussed how your base building, program areas and locker rooms all play major rolls in your memberships experience and how members view the value they receive from your brand.
Here is a quick link to that article.
Being diligent with the walkthroughs of your facility will make sure you are providing the best of the best to your customers. Continuing with that practice you also need to address and review your ancillary equipment as well as empower your housekeeping staff to be the key team member that they are.
Your facility has many moving parts. Making sure your members experience is the very best it can be must be high on your list as an operator. Planning ahead for issues that affect membership experience requires budgeting, minor planning and consistent follow through. Doing so will prevent a social network overload, full of membership complaints, leading to attrition and revenue loss.
While there are many areas in your facility that require your attention, we will focus on two additional common areas with high exposure to your membership base. These areas are:
Ancillary Equipment ::
Because you operate the best facility available, you also offer areas in your facility for member personal and social use. These may include a remote business center, a café or a social zone. Assuring that all equipment in these programmed areas are operational will avoid member frustration.
The unsung heroes of a health club are its housekeeping team.
These team members have one of the hardest jobs in a facility. Having, clear expectations, the right tools and support from senior staff will help assure that the clubs cleanliness and overall first impression will be met.
First impressions start at the parking lot, follow into the check in / hospitality desk and continue to the locker rooms, work out floor or studios. Assuring you have the proper operating budget for your housekeeping team will ensure that your facility meets the highest standard for cleanliness.
As operators, your goal is to make a profit. If membership experience is poor, attrition issues and loss in profit will occur. Providing that next best treadmill, that next best cross fit program or the next best spa amenity is only as strong as supporting the facility that houses them. Planning ahead will help you stay ahead of facility issues and will help elevate membership experiences, in turn helping retention.
Adhering to standards of operations and by implementing routine walkthroughs with a detailed check list will increase members satisfaction and enhance their experience at your facility.
(Please contact NNL-Architecture for a free downloadable facility check list that you and your staff can use to perform a full walk of your facility. This list addresses all the areas in this article and will help you keep an eye on areas that often get over looked and will help you stay on top of areas that need a little help. Contact us as email@example.com.)
Eduardo D. Lucero, aia
As principal and owner of