Above and right: Rockliffe Hall integrates day spa guests alongside club members to drive revenue


People are increasingly time-poor but still want results; they need their club to provide a personal


service with bespoke programmes


HOLISTIC HEALTH Health clubs have the opportunity to tap into this holistic trend by taking elements of what works for the spa industry and re-packaging them to appeal more to the health club market. This will allow clubs to explore revenue streams that create secondary spend opportunities for members, as well as pay-as-you-go, day visitor experiences that don’t dilute the membership offer. People are increasingly time-poor but


still want results; they need their club to provide a personal service with bespoke programmes and wellness treatments to get them to where they want to be,


August 2013 © Cybertrek 2013


and keep them there. By understanding members' broader needs and meeting these with personalised services, we can improve retention and secondary spend. Services such as full health screening,


nutritional consultations or specifi c wellness workshops do not necessarily require additional facilities, and in the main fi t with the skillset of fi tness teams. However, they do need a marketing strategy and must be linked to the membership induction process. Developing the offer further – into more relaxing spa-type services such as massage, refl exology or beauty treatments – involves getting the


design and customer journey right for the individual club. The Reebok Sports Club London


is a great example, driving additional revenue by improving services such as spa and personal training (see also p32). Diane Kay, club manager, explains: “We've always had an individual approach to our members: a PT director matches members with the right trainer for their needs, and a help and advice desk offers extra support. Now our expanded range of services can fulfi l members' broader needs.” Meanwhile non-members can use the Reebok club facilities prior to


Read Health Club Management online at healthclubmanagement.co.uk/digital 69


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