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Communication

When making changes to enhance the member experience, the challenge is to communicate them effectively. Typically, most members do not realize that regular investments are being made in the facility to make it more updated, well-rounded, singular, versatile or superior. This is because there is no one way to really communicate with all members.

Some read the club newsletter, most do not. Some read flyers on bulletin boards, while others study an upright counter card at the front desk or a poster on an easel when they walk in. Some listen to an on-hold message on the telephone, and a few visit a facility website regularly. All of these avenues, as well as the annual “dues increase” letter, should be used to communicate these upgrades to members. You can also schedule your upgrades to make them more noticeable to members. For instance, if 15 pieces of cardiovascular equipment are to be added over the course of a year, often it is better to spread out their arrival so they don’t all get put into service in one month, especially at the beginning of a year.

Club owners and managers assume that members recognize change in each area of the facility when it happens; they don’t. In fact, they may not walk into each part of the facility regularly.

And if they did initially notice and approve of the improvement, they quickly forget and give no credit. To get the proverbial bang for the buck, the change should have been needed, and sold as a solution to the membership with a full communications effort. If it failed on the value count or recognition radar screen, the capital expenditure may have been well done, but will not provide the return –in any measure –to the club’s ownership.