FBC T


UPFRONT Q&A


Garth Sinclair


What policies, services and/or approaches has your organization implemented to ensure members feel like VIPs?


he Adelaide Club was established in 1978. In November 2018 we proudly celebrated our 40th birthday. Ever since our doors opened four decades ago, member satisfaction has


been the cornerstone of our existence. We have always considered the club as not only a leader in the fitness industry but also a key player in the hospitality business, henceforth making our mem- bers feel like VIPs at every opportunity. Members and guests are greeted upon arrival to the club with a


warm welcome by our front desk team, most times by name, and anyone seated in our mezzanine is offered a refreshment while they wait to be taken care of. Our members are VIPs. We ac- knowledge their birthdays and celebrate membership milestones. Personal achievements, e.g. participation in triathlons, marathons and other athletic events are also recognized. Our club members are given the opportunity to shape the direction of the Adelaide Club by way of focus groups and surveys, which empowers them to share their ideas and invaluable feedback... they love that! A unique feature that


sets us apart from other gyms and clubs in Toronto, that we believe showcases how significant our mem- bers are to us, is that we in- vite them to participate in our marketing campaigns. Yes, we use real members in our advertisements. It demonstrates how distinct they are. We host phenomenal special events and par-


ties at the Adelaide Club. Members are encouraged to invite their friends and family to join in on the festivities, the purpose of which is to express our appreciation to our members and to thank them for choosing the Adelaide. Complimentary food and bever- ages are included. Our locker room amenities were carefully selected to pamper


and help our members refresh after an invigorating workout. Most top off their club visit with a relaxing steam, whirlpool or sauna. Our member lounge, the HUB Kitchen and Bar, is luxuriously


furnished with comfortable oversized leather sofas along with a big screen TV. Perfect for the VIP experience. We've made arrangements with an impressive list of luxury re-


ciprocal fitness, ski, tennis and golf clubs in the GTA, across Canada, the United States and around the world for our members’ enjoyment. We always look to make decisions in favour of our members. It's


a sense of importance and a sense of belonging. To our members, that's what it truly means to #liveclublife.


Garth Sinclair Membership Director Adelaide Club, Toronto


12 Fitness Business Canada Winter 2019 Josh Allen


A


t Nova Health Club, we offer a premium ser- vice that costs more than many of our compet- itors’ comparable services.


The very essence of this service makes members


feel like VIPs because we 100 percent customize every communication, engagement and program to the individual member. For example, framing a message to one member will be different from another member based on their personality. We use colour theories to better understand our members, which gives us insights into what motivates them relative to other members. Some of the other systems we implement to make


our members feel special are: • greetings for each person who enters and leaves the club


• anniversary and birthday cards and gifts • check-in phone calls from coaches and management


• coffee and lunches • office and home visits


It comes down to going above and beyond for each


member without attaching an invoice to it. For ex- ample, a member who struggles with nutrition came for a workout just before flying to Germany for 48 hours. During the training hour, the coach pack- aged up protein powder, almonds and sardines from his own lunch for that member so he would eat better while away. Today we see many businesses trying to provide


the cheapest and the fastest. Nova Health Club sits at the opposite end of that spectrum and instead of- fers more and the best. The result is a dedicated and long term membership willing to pay a premium for our services.


Josh Allen Founder Nova Health Club, Oakville, Ont.


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