Reframing Member Services Through Change, Part 2

July 17th, 2012 · No Comments ·


How can you reshape the spatial dimensions of your club’s products and services? Take a look at how things are placed in your club. Analyze the flow of people through the club. Does it make sense, or could there be a more efficient way to set up the front desk, the equipment, or the weight and cardiovascular areas?

Maybe your club’s spatial dimensions could extend outside of its physical walls. Products and services are becoming more portable. Could you offer services outside of your club, such as personal training, group exercise sessions and seminars? This could be a very effective marketing technique and could also bring potential members into your club.

A less obvious way to address space is to look at customization, a major trend in customer service. Analyze your methods of exercise prescription. Do they truly take into account the needs and wants of individual members? Does your club offer programs tailored to a variety of people, or does it cater to one type of member, thereby excluding potential members?

Another trend in the service sector is to expand the physical and psychological space to offer members more room, more comfort and more quality. Many products and services are able to help members accomplish many things simultaneously, providing the ability to monitor heart rate, vary programs, listen to music, watch television and access the Internet on an individualized basis.


How can you reconfigure the concentration, contact and “feel” of your club? Think of mass in terms of density, tangibility, feel and visibility. When dealing with mass, it is the content of products and services, rather than size or number that counts. Members can tell when they are dealing with quality people and services.

Concentrate on obtaining the brightest, most educated staff members to make improvements in this area. Enforcing and promoting continuous education for your employees is a good way to provide quality to your staff and members.

Quality also extends to the products in your club. Offer better membership service by having efficient equipment that can be fixed quickly if broken down. This may be helped by using the Internet to locate and schedule repair services.

A new way to gain competitive advantage and interest potential members is to promote a feel or desired perception of your club. Prime examples of this are everywhere: Some retail stores boast a large selection of quality goods while also advertising a smaller, more personal “feel.”

What feel does your facility have? Promoting a feel or a perception of your club to your members is another way to improve member services.

By brainstorming in a group, and using metaphors to help focus the flow of ideas, you will have a tool to help find new ideas to build on, and to help avoid stagnation.

Tags: Fitness