“The quality of any club’s performance is directly related to how the employees are treated every day.” That’s Bill Brackman, Sports Manager of the Oak Hill Country Club in Rochester, NY, responding to a question posed recently on the International Health, Racquet and Sports Club Association’s (IHRSA) blog. The question? How do you let employees know they are valued?
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How Do You Let Employees Know They Are Valued?
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I don’t know Albert, a fifty-two-year-old marketing specialist and father of two, but I know he lost fifty pounds at my gym. How do I know? The gym posted a video on Facebook of him telling his story. Last month there was one of Maria, a stay-at-home mother of three who faced dangerous health conditions because of obesity. She hadn’t yet lost much weight, but she talked about her commitment to doing so. And recently, in a blog on the gym’s website, there was a first-person narrative by a twenty-five-year-old man who was confined to a wheelchair for eight months because of a car accident. When he was finally able to walk again, he realized that he’d gained thirty pounds while wheelchair-bound. Even though using his legs was still difficult and painful, he set a goal of losing a pound a week, and, taking it slowly and steadily, he’d already lost ten.
“How are we going to make the women happy in this club?” That’s the question health clubs and similar facilities should be asking themselves says Bridget Brennan, author of the book Why She Buys; founder and CEO of Female Factor, a Chicago-based consulting firm that specializes in marketing to women; and keynote speaker at the 2013 Club Industry Conference and Exposition later this week. According to Brennan, women drive 70 to 80 percent of consumer spending worldwide. If they’re not spending the money themselves, she says, then they’re influencing or vetoing someone else’s decision to spend it. Either way, women tend to spread the word: “[They] are the drivers of word-of-mouth publicity,” Brennan explained to Club Industry.
In New York City, it’s common for schools to raise funds by holding yearly auctions. In the months leading up to an auction, parents stump all around town, trying to win donations from local businesses so auction attendees will have a wide variety of items on which to bid. Common donations include free piano lessons, handmade jewelry, restaurant gift certificates — and month-long gym memberships.
I love my gym. I do not, however, love my gym’s yoga offerings. The first time I went to one of its (few) yoga classes, I left with a longing for the studio I used to live near, where I’d gotten into the habit of attending daily classes. It was a struggle to fit the classes in to my busy schedule, but I loved the instructors, who had studied and taught nothing but yoga for years and who could even make me chant without feeling phony or self-conscious. I loved the wide, airy room, with candles and overgrown plants on the windowsills and a giant Buddha statue near the entryway. I loved the long, green, silky curtains that billowed out when a breeze came in through the open windows — it was the perfect space, with the perfect people, for a practice dedicated to awareness of the mind/body connection.
I was talking the other day with a friend of mine who manages a gym in New York City. He had recently attended an informal networking meeting for gym managers, and he said they got reviewing the basics of gym management — the fundamental tasks that gym managers should undertake each day to make sure they’re doing what needs to be done. I got him to share his notes with me, and now I’m sharing some of them with you. Nothing here is earth-shattering, but even my friend, who’s been in the field for at least a dozen years, found it useful to have a refresher in the basics. Here’s what the group covered: