“When members describe loving a club, they’re almost certainly talking about the staff as much as the facilities”
comments about particular staff being a member’s link to the club. It’s the staff that members build the relationship with, not the building or the brand. When members describe loving a club, they’re almost certainly talking about the staff as much as the facilities. That staff-member relationship is important in both the short and long
February 2014 © Cybertrek 2014
term: during early stages of membership, it’s the staff who reassure and support the member; over time, this develops into a working relationship and sometimes even friendship. “When I joined, I wasn’t in good shape.
Having staff around me to give feedback was so important on the days I’d had enough. Sometimes just a smile would do.
They knew I’d been in; I knew someone had seen me work out. It was like a validation of my existence as a member.” These sentiments appear to be true
throughout the club, with members stating that receptionists, bar staff or class teachers all have the ability and opportunity to provide feedback, support and validation.
Read Health Club Management online at
healthclubmanagement.co.uk/digital 63
WWW.SHUTTERSTOCK.COM / KZENON
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