With a group of friends from the fitness industry, we recently visited a range of fitness facilities in New York. They ranged from values clubs to boutique studios. Everyone on the trip was so impressed with what we observed and how we were treated.
It did not matter which facility we visited, we were welcomed with open arms even though they knew that we were not in the market for buying membership.
Every club understood their specific target market: they knew who they were targeting and seemed very aware of the experience their users wanted.
Every member of staff seemed to know their individual roles and responsibilities within the organisation.
And all this, seen from an outsider’s perspective, enhanced the facility experience that was being offered.
The customer care was, in every facility, EXCELLENT! We were greeted as an old friend and continually looked after. Nothing to them was a problem, they were more than pleased to show off their facility and explain their EXPERIENCE offering.
I visit many facilities and clubs, and nothing compares with the New York experience. In every facility, we were treated, as hotels treat their GUESTS.
The whole trip reminded me of a book that I have just finished, Start with WHY? by Simon Sinek. It’s a great read. In the book, he makes the statement: “People don’t buy the what, they buy the how and WHY.” Maybe something for the fitness industry to consider?
To the facilities we visited: Thank you for the learning!