A New Enterprise From Emprise
Keeping fit has never been more ‘in’ but what is the deciding factor for where people work out? New research claims that cleanliness can win them over, and Emprise can tell you how.
In today’s economy, the fi tness sector is under more pressure than ever to provide added value, with consumers not only seeking more for their money, but being faced with an increasing number of leisure facilities to choose from. It seems that keeping clean is now the key to success.
One national fi tness club operator has experienced a 10% increase in member satisfaction scores, as a result of a more strategic approach to cleaning,
linked with adding
value for members. High standards of cleanliness can help retain and gain new customers, and provide gym and leisure operators with a competitive advantage.
Figures show that around one in six adults use a private health club. Almost 40% of British adults have been members of clubs at some stage and 23% are lapsed members. It seems then, that the two major challenges facing the industry are the economy and
54 | HOTEL & LEISURE CLEANING
member retention. Emprise has come up with three steps which can help improve those all important member satisfaction scores.
Step One: Recognise that members care about
cleanliness Cleanliness is one of the most common sources of complaints fi tness facilities receive. In a recent study among 3,036 adults carried out in the US last year, 88% of adults wouldn’t exercise in a gym or athletic facility if they found it to have cleanliness issues. When asked which specifi c cleanliness issues would most likely prevent them from exercising or working out in a fi tness facility, it wasn’t just the equipment that was of concern. The survey showed 71% of people would be put off by unclean changing rooms, 56% dirty fl oors, and 46% said spills and stains on the fl oor or carpet.
Even users of one online forum actively discouraged others from joining their gym because it was dirty. Amidst the intense competition brought on by cost pressures, and an increasing number of operators, the standard of cleanliness is a differentiator for operators that requires serious consideration.
A HAFOS survey carried out last year, showed that 44% of people would be encouraged to use leisure centres if they had improved facilities. This was seen as more important than better access to transport and more child care facilities. While going to the gym is seen as being good for health and well-being, they can be a breeding ground for potentially dangerous bacteria and infections. According to one national newspaper, the Health Protection Agency reported that men and women have even contracted a strain of the superbug MRSA at their gym or sports centre. Cleanliness has never been more important.
www.tomorrowscleaning.com
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