Health & Leisure
Members are more likely to stay with clubs if they have fostered friendships, enjoy a good social scene and feel cared for by staff
You would ask: “Is there is anything I
can get for you?” In a club setting, this translates into: “Is there anything I can do or show you? Are you sure? If you change your mind, be sure to let me know.” Does this happen at your club? And now I’m in your house, your
responsibility for me is not over. Let’s say I’m in the living room. Do you stay in the kitchen (equivalent to a club’s back offi ce or fi tness desk) and leave me alone while I’m visiting? Maybe for a little while, but at least some of the time you will be with me, your guest. You’d talk to me during my visit, even
if it were just small talk: How’s it going? Good job! Cool haircut! Are those new shoes – how do you like them? Or maybe you’d turn the topic to
something more serious: Have you seen it done this way? Is it time to get you in for a tune-up? Are you getting the results you’re looking for? Need someone to spot for you? Or perhaps it’d just be a nod and a smile – but you would never fail to acknowledge me. Does this happen at your club?
A FOND FAREWELL And then, when my visit is over and I’m leaving your house, you’d say goodbye and thank me for coming. You’d ask me
November/December 2012 © cybertrek 2012
to come back soon so we could do this again. Does this happen at your club? When I look back on my experience
C M Y CM MY CY CMY
at your house, do I feel as though you cared about whether or not I had a good time? Did I feel welcome? Do I feel that you were a good host? How will I feel about coming back for another visit? The most valuable elements of your
club are the relationships you and your team build with your members. The bottom line is that we’re in the hospitality business. Training your team to think of themselves as hosts, and treating your members as guests who are visiting your house, will ensure your members look forward to their visits year after year. Make the ‘if I were to come to your house’ concept a part of your next staff meeting. ●
ABOUT THE AUTHOR
Richard Ekstrom is president of Retention Management, which has as its company mission to positively impact clubs’ bottom lines by improving retention.
For further information, please email
info@retentionmanagement.com
Read Health Club Management online at
healthclubmanagement.co.uk/digital
www.gladstonemrm.com 01491 201010
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