WHEN THE ECONOMY CRUMBLED, THE OWNERS OF THE FAYETTEVILLE ATHLETIC CLUB HAD TO REINVENT THEIR LIVES


Strong


Bob and Katherine Shoulders are all-Arkansas. This is where they’ve lived for most of their lives, where they raised a family and built a business. But now, they’re reconsidering their options. Their two boys are both in col- lege, so Bob and Katherine are looking into the possibility of selling their home and moving to North Carolina—they’re thinking Wilmington.


Fayetteville Athletic Club: the history


“Katherine’s always dreamed of living on the ocean, and there are great golf courses around Wilmington,” says Bob. They’ll be working for Retention Management, a Charlotte- based company that provides membership communication and retention services. Richard Ekstrom, the president of Retention Management (RM), hired the Shoulders to help him transition the firm from an e-mail-only based platform into one offering the many growing options in social media. “We custom-designed Facebook pages and utilized Twitter and Foursquare in our own business, the Fayetteville Athletic Club,” explains Bob, “and we found that the viral nature of these new communication networks not only can save a lot of money, but can also transform your relationship with mem- bers. Social media is breaking down the limitations of physical space, and clubs can use it to deliver positive, supportive con- tent that will enhance members’ experiences.” Katherine is excited about the possibilities. “Clubs can communicate better, create more connections, initiate new conversations,” she points out. “Social media transforms a club into something more than just a place to work out. These


42 Club Business Internat ional | NOVEMBER 2011 | ihrsa.org


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