WhyInvestinClubCleaning?
Figure 1. Members believe that dirty
health clubs are more likely to have germs.
HERE’S WHAT WE KNOW: A club’s highest, the impact that a clean club has
I believe dirty health clubs or gyms are
cleanliness is a vital part of its operational, on a member’s decision to join is a 10.”
more likely to have germs.
social and financial success. For our members, Additionally, John Craig, marketing director
disagree;
5%
the perception of facility hygiene is a reality. at Planet Fitness Franchising, a fitness-only
Dollar for dollar, cleanliness might be the club company headquartered in New
most powerful tool to maximize member Hampshire, stresses that “the cleanliness
neitheragree
ordisagree;
satisfaction, member retention and average of our club is generally the first or second 13%
revenue per member in the club. As the comment a prospect will mention during
following research will show, beyond even a facility tour.”
the community health and liability benefits Our recent research project goes beyond
agree;
of removing germs and bacteria, club identifying the leading reasons people join
82%
cleanliness can lead to increased club a club in order to support the connection
revenues for those facilities that place a that cleanliness has with greater utilization
high priority on getting it right. of club services and the financial benefits
n=600
According to IHRSA’s 2007 Profiles that follow. If we accept that a clean
of Success, clubs reported spending an club is part of doing business, then an
average of 2.9% of total revenues on extremely clean club can lead to product
Figure 2. Exceed expectations: Members
housekeeping (a range of 1.4% to 4.1%). A differentiation and recognition from our expect the health club to be germ-free.
further look at club operating data indicates target consumers.
that the more a club spends on housekeep- Consumers believe that with the
I expect my health club or gym to be
germ-free.
ing, the better their performance in other potential spread of illness, it is a club’s
categories, such as revenue growth and responsibility to rise to the challenge of
member retention (see Table 1). club cleanliness. Today’s club patron is
It is generally accepted that cleanliness acutely concerned about germs in gyms,
disagree;
has always been among the leading and findings support this with 82% of re-
21%
reasons people select a club. When asked spondents believing that dirty clubs are
about the degree to which a clean club more likely to have germs(see Figure 1).
agree; neitheragree
affects a prospect’s decision to join or Fully 56% of members expect clubs to be
56% nordisagree;
23%
a member to renew, Brian Kosa, general germ-free (see Figure 2). Karen Melcher,
manager at the Cherry Hill Health & Racquet member services director at ACAC Fitness &
Club, an award-winning multipurpose facility Wellness Centers in Charlottesville, VA, a mul-
in southern New Jersey, indicated that tipurpose, multiclub company dedicated to
“on a scale of 1 to 10, with 10 being the changing lives through exercise, confirms
n=600
Table1. ROI: There is a direct relationship between
Figure 3. Members indicate concern about
club performance and the amount the club spends on housekeeping.
the spread of germs at health club.
How concerned are you about the spread
HOUSEKEEPING SPENDING VS. PROFITABILITY AND GROWTH
of germs at the health club or gym you
currently use?
Upper Lower
Quartile Quartile
Housekeeping as % of Total Revenue 6.1% 0.3%
unconcerned;
34% concerned;
Revenue Growth as % of Total Revenue 5.2% 3.9%
40%
Member Retention as % of Total Revenue 72.0% 65.4%
neither
concernednor
unconcerned;
26%
Revenue per Member $1,254.00 $533.39
n=600
Source: IHRSA’s 2007 Profiles of Success; n=76
4 2008 IHRSA’s Guide to Health Club Cleanliness
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