“Our goal is to be our community’s
one-stop resort for family fun,” says McCarrol, who has been with the club for 33 years.
Changing environment forces clubs to change too This latest round of club reno-
vations is the result of changing demographics. “There’s a surge of kids in our area
right now, and some baby boom- ers have grandchildren too,” says McCarrol. “Just like the kids boom of the 70s and 80s, people are looking for a place for the entire family to be to- gether again.” The ORC knows that once the par-
ents sign on, it’s easy to move them up to a membership that includes their kids. “It’s the ‘easy button’ approach for
parents who typically are driving in multiple directions taking kids to les- sons and programs,” says McCarrol. “If you add up all the programs that kids
do, it’s the same price to come here - plus they can use our club all year round. While the parents do a workout the kids participate in their programs.” The ORC also provides two hours
of free childcare each day as part of its new family membership program so parents with children too young for programs can be cared for while par- ents exercise. “We find that kids love it here, and they sell the club to their parents”.
Know who you are The ORC’s biggest competitors are
large facilities, many with family mem- berships, whose brands revolve around their vast size and impressive array of equipment. “We’re a lifestyle club not a facil-
ity. Here we know your name at the front desk, at your tennis game and in the restaurant. We’re not a big ware- house. It’s a place where busy working parents have the opportunity to spend time together as a family.”
» “Our goal is to be our community’s
one-stop resort for family fun” Jeff McCarrol Ontario Racquet Club
Families are great. But keep your single members happy too!
1. When possible, have a designated a no- kids-allowed food and beverage location, adults-only pool times and other specific kid-free locations.
2. Create and post rules that outline appro- priate behaviour for children, and verbally announce and reinforce the rules with the children. For example, rules could include no running or shouting in the hallways, be polite to all other members, always wear an identification badge, etc.
3. Create a family locker room if possible, or determine the best way to keep locker rooms a comfortable and relaxing environ- ment for adults.
4. Determine an age, (some clubs suggest 13), when older children may move about the club unaccompanied by a parent.
5. Keep the teenagers busy. Try teens-on- ly tennis, table tennis, yoga and spinning classes.
Ontario Racquet Club’s soon-to-be-completed 25-metre, indoor/outdoor pool with retractable roof
November/December 2013 Fitness Business Canada 33
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