Gyms need to create the sense of being a community hub, linking members to outside activities such as walking clubs
Richard Coates Stars Gym • Director
realised we needed to provide a broader offering to increase our membership at the rate we wanted and to encourage members to try new things. I think the best way of making all user
“S
groups feel comfortable is to create a community. There are various ways of
doing this, including providing a mix of activities and people in one space. This removes barriers to trying new activities and breaks down preconceptions: boxers are often regarded as beefy men with tattoos, but this is not true, with bankers and mums among the converts. We’ve also started running gym circuits: a fun, social class where people feel they’re part of a group and chat to other members, but in which they can also go at their own pace. A member-to-member notice board has also helped our members to interact. Attention from staff is important to make everyone feel
comfortable and stay motivated. We’re now using KPIs to incentivise our staff to look after members. Newcomers have to be acknowledged quickly and staff are required to spend time with people on the gym floor.
” January 2013 © Cybertrek 2013
tars Gym started out specialising as a martial arts gym, but we
Geraldine Tuck ukactive • Operations director
“P
artly as a result of the recession, the health and fitness sector has
looked at provision and tried to be more inclusive, conveying the message that everyone is welcome. Local authority leisure centres are particularly strong in this respect. Gyms need to create the sense of being a hub, linking members to other
activities they can do outside of the club in order to maintain an active lifestyle – for example, creating links with walking clubs. Broader activities in-club can help with this too, such as running healthy eating sessions, or marathon and triathlon training, so clubs become places people value for lifestyle advice. In some cases, clubs don’t need to change their offering so
much as improve the in-club marketing. Each member has to have their journey laid out, with human touchpoints along the way, and everyone must be treated individually. Media representation is important too: ukactive is
proactively working across all media channels to promote more stories about the importance of a healthy body image and body confidence. We have made great strides towards changing perceptions of the sector and encouraging active lifestyles.
” Read Health Club Management online at
healthclubmanagement.co.uk/digital 37
© MONKEY BUSINESS IMAGES/
SHUTTERSTOCK.COM
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