When John asked me to write for Soapbox, I was honored and thrilled. In our industry, everything is so relationship oriented – Our relationships with our members, teams, clients and our supplier partners. Working together makes everyone better and John with the Petra team has made BMC3 and Active Sports Clubs better.
Towels & Locker Room consumables aren’t commodities; they are true differentiators to the brand. I’ve always believed that if you have a high attention to detail on all of the small things, you will usually have the big things right as well. Focus and attention to detail are cornerstone principles for operating clubs at the highest level. Retention is all about the “touch points” our members have with our clubs. Poor retention usually isn’t the result of one thing, it’s “death by a thousand cuts”.
One of the biggest impact items a club can do is have great lobbies and great locker rooms. The locker room is the personal space for our members. It’s where they store their stuff, sit, get undressed, shower, get ready and generally “sort them selves out”. The attention to towels being clean with no tatters or stains, folded neatly (Tri-Fold with band visible recommended), the presentation of amenities and dispensers, the quality of the liquid products and the contentiousness of the club towards the environment all play significant roles in positive “touch points” with our members.
A great exercise is to have your team walk through your property and write down every conceivable “touch point”. Start from the exterior of the building and work through every conceivable “touch point:”
- Parking Lot – clean, safe, well lit
- Entry – windows, doors and handles clean with organized communications
- Lobby / Desk / Travel Path
- Locker Room entry / Inside & outside of lockers
- Scales / Blow Dryers / Curling Irons / Ironing Boards / Etc.– All working and clean
- Carpets clean – any tatters or strings trimmed
- Walls clean without scuffs
- Fitness Center / Fitness Equipment spotless (detailed not just clean) including cup holders and steps
- Studios spotless with equipment stored/staged neatly
- Wet Areas / Pools – clean with everything organized (hooks for towels/keys/Etc.)
- Member spaces clean and welcoming
- Offices immaculate and professional
- Staff in uniform
- “Clean Stations” available and neat (Hand Sanitizer with Wipes) throughout the club
- You get the idea… every “touch point.”
Have your team do this exercise independently, compile the lists into one and do a team walk through discussing all the individual ways your members interact and experience your club. This drill will be eye opening and educational for the team on looking at the club in a much more detailed fashion.
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