Friday, 20 June 2025

Why Do So Many Hotel Managers Overlook the Value of Their Leisure Clubs?

In many hotels across the UK, the leisure club exists quietly in the background—ticking along, absorbing overhead, occasionally praised in guest reviews but rarely a strategic focus. It’s a paradox that those overseeing complex, multimillion-pound hospitality operations often underappreciate one of the few hotel departments with the potential to generate year-round revenue, boost guest satisfaction, and enhance long-term brand value.

Understanding why this happens—and more importantly, what can be done—requires a deeper look at how hotel leisure clubs are perceived, where their value truly lies, and what opportunities remain untapped.

The Leisure Club as a Cost Centre: A Common Misconception

It’s not unusual to hear hotel managers refer to their leisure facility as “just an amenity.” This mindset is often reinforced by spreadsheets: energy bills, maintenance costs, payroll for lifeguards or gym staff—all of which show up long before revenue does. In the absence of clear P&L reporting or segmented income analysis, the leisure club becomes categorised mentally and financially as a liability.

Compounding this is the siloed nature of hotel departments. Sales, F&B, housekeeping, events—each tends to run with its own objectives, KPIs, and leadership. Leisure often falls outside these core commercial silos, leading to its gradual marginalisation.

But perception doesn’t always align with potential.

What Value Does a Leisure Club Actually Offer?

A well-managed hotel leisure club delivers more than just a pool or a treadmill—it’s an experience, a differentiator, and a revenue engine. Consider the following:

Increased Occupancy: According to Booking.com, over 58% of travellers list “wellness facilities” as a key consideration when selecting a hotel. In luxury and family markets, that percentage rises significantly.
Guest Satisfaction: In TripAdvisor reviews, properties with fitness and wellness amenities score an average of 8–15% higher in overall satisfaction ratings. Even when guests don’t use the facility, its presence adds perceived value.
Ancillary Spend: On-site services such as personal training, spa treatments, and fitness classes increase dwell time and secondary revenue—offering margins that rival F&B in many cases.
Membership Income: External memberships from local residents provide a consistent, predictable revenue stream. A hotel with 250 external members at £50/month generates £150,000+ per annum—often with minimal additional operating costs.
Community Integration: In an era where brand loyalty is built on relationships and reputation, the leisure club is one of the few areas where hotels can truly engage local residents beyond the guest room.

Why Hotel Leisure Clubs Are Uniquely Positioned to Succeed

Hotel leisure clubs have something most high-street gyms and budget chains do not: service culture. From front desk warmth to towel service and environment, hospitality is built into their DNA.

This sets the stage for a unique market position:

Atmosphere Over Intensity: Many consumers are intimidated by conventional gyms. Hotel clubs offer a softer landing—a more inclusive, less competitive environment.
Superior Facilities: Pools, spas, steam rooms, and functional spaces rarely found in high-street gyms make hotel clubs naturally more appealing to mature members, families, and wellness-focused consumers.
Brand Prestige: Even independent hotels have a perception of exclusivity. Positioning the leisure club as part of a premium lifestyle offering—rather than a generic gym—can significantly improve uptake and pricing power.
Cross-Selling Opportunities: Guests who enjoy the leisure facilities are more likely to return, refer others, and engage with ancillary services—from spa treatments to afternoon teas. The club becomes an engine for retention, referrals, and repeat business.

A Shift in Focus Can Deliver Remarkable Results

While many clubs operate passively—serving guests, maintaining equipment, and keeping costs under control—those that take a proactive approach to commercial growth are seeing real, measurable returns.

Consider a few examples:

A 4-star hotel in the Midlands increased external memberships by 42% in 12 months by investing in a digital pre-sale campaign and improved member onboarding. Revenue grew by over £80,000 year-on-year—exceeding the cost of investment by more than 4x.
A boutique hotel in Sussex launched a small group PT programme alongside body analysis services. These low-overhead additions added £2,000/month in net new income and required only minor staffing changes.
A hotel in Devon hired a part-time swim school manager who introduced children’s swimming lessons during off-peak hours. This filled an underutilised pool schedule and delivered £30,000+ annually from non-resident families.

These are not outliers—they’re examples of what’s possible when the leisure club is viewed as a business unit, not a by-product.

Small Changes, Big Impact

Turning your leisure club into a revenue-positive contributor doesn’t require a full refurbishment or a radical restructure. It starts with intention, focus, and support.

Here’s what works:

Define Your Goal: Are you maximising guest value, generating external income, or both? Clarity will guide your resourcing and marketing.
Review the Offer: Consider adding small group personal training, wellness programmes, nutrition partnerships, and member-only events. Think like a commercial operator, not just a hotel service provider.
Optimise Systems: Are leads followed up? Is there an onboarding journey? Do your staff have tools to engage, convert, and retain members?
Reposition the Club: Move away from “hidden amenity” to “community hub.” Your leisure club can—and should—stand proudly beside your bar, restaurant, and spa as a reason to stay, return, and recommend.
Empower the Team: Sales training, marketing support, and performance KPIs shouldn’t be reserved for the front desk or F&B. Your leisure staff are part of the commercial engine—equip them accordingly.

Final Thought: It’s Time to Stop Leaving Revenue on the Table

In a sector where margins are tight and guest expectations are evolving, underutilising a potentially lucrative asset is a risk few hotels can afford.

The leisure club is not just a line item on the cost sheet—it’s a brand amplifier, a revenue generator, and a long-term loyalty driver.

With the right support, strategy, and systems in place, your leisure facility could become one of your hotel’s most valuable assets. But it starts with a shift in mindset: from expense to opportunity.

If you’re ready to unlock the true commercial power of your leisure club, we’re here to help you lead the change.

Monday, 16 June 2025

The Power of Communication in Gyms: Why It’s the Cornerstone of Member Experience and Retention

Walk into any successful gym and you’ll likely feel it before you see it — a sense of connection. Members are greeted by name. Staff make eye contact and genuinely engage. Communications feel timely, personal, and relevant. This is no accident; it’s the result of a culture built on intentional, powerful communication.

In an industry where competition is fierce and customer expectations are rising, the way we speak to our members — and just as importantly, how we listen — has never been more vital. Communication, in all its forms, is what builds trust, drives action, and creates loyalty.

Communication Is More Than Words — It’s an Experience

At its core, communication in a gym is about creating meaningful connections between the club and its members. This happens through:

In-person conversations at reception or on the gym floor
Phone calls to follow up on leads, missed sessions, or cancellations
Automated emails and SMS messages reminding members of bookings, encouraging attendance, or promoting new offers
Social media interactions, comments, and DMs
WhatsApp messages for quick replies or personal check-ins
Digital prompts like welcome screens, in-app messages, or post-visit surveys

Each of these touchpoints, if used well, becomes an opportunity to deepen the member relationship — or, if mishandled, a missed moment that pushes people away.

Why Communication Matters (And What the Data Tells Us)

According to research by IHRSA, 87% of gym members who feel “connected” to a club are more likely to renew. Conversely, 70% of members who feel neglected will cancel within 6 months. That gap is bridged through communication.

A separate study from ClubIntel found that gyms with structured communication plans — including onboarding emails, SMS nudges, and in-person follow-ups — had 30% higher retention rates than those without.

Even more telling, clubs using personalised, segmented email campaigns saw up to 45% higher engagement compared to one-size-fits-all messages.

In short: when you communicate well, you retain more, sell more, and create a culture that people want to be part of.

Where It Goes Wrong

Despite the data, many clubs still fall short. Why?

Because communication is often viewed as a sales function — something that happens at the front end of the membership journey, but drops off once a client signs up. Or it’s siloed — managed by one person or department, rather than embedded into the entire operation.

Others fall into the trap of over-automating. While automation can be a powerful tool, when messages feel robotic or irrelevant, they do more harm than good. Imagine receiving a “We miss you!” email after you just left the gym — it creates dissonance, not connection.

Everyone Communicates — Or Should

Great communication doesn’t sit with the sales team alone. It’s everyone’s responsibility — from the cleaner who gives a friendly nod, to the PT who checks in after a tough session, to the receptionist who remembers your name and asks how your weekend was.

Creating a communication culture starts with training and reinforcement. At Black Raccoon, we encourage the adoption of tools like the Fab 5:

Smile. Eye contact. Hello. Goodbye. Every member, every time.

It’s simple, but the impact is huge. Staff who actively engage create moments that stick in members’ minds. These aren’t just courtesies — they are retention tools.

Personalisation in Practice

Technology can and should support your communication efforts — but it must be personal. Here’s how smart clubs are doing it:

CRM notes that flag up birthdays, injuries, or milestones when a member checks in — prompting a real-time interaction at reception
Automated journeys based on behaviour — new joiners receive a 4-week onboarding series; non-attenders get a friendly check-in SMS
E-books and digital gifts sent to new leads as a thank you for enquiring
Free trial invites for friends of members — not just to upsell, but to create deeper community
WhatsApp messages sent after a member tries a new class: “How did you find yoga today? Want us to reserve your spot for next week?”

These examples go beyond information — they show you care.

Understand Your Demographic

Effective communication also means knowing who you’re talking to. A family-focused leisure centre in a market town will speak very differently to a boutique HIIT studio in Shoreditch.

Understand the age, goals, habits, and preferences of your audience. Are they time-poor professionals who respond better to quick WhatsApp reminders? Are they older adults who value a phone call? Is your audience receptive to motivational content, or are they more practical and results-driven?

Knowing this ensures your tone, medium, and frequency are aligned — and it increases the chance of action.

Tips for Stronger Communication

Audit your current communication journey — what happens from enquiry to member? What touchpoints are consistent, and where do things drop off?
Use names — a lot. It’s the quickest way to make someone feel seen.
Mix mediums. Don’t rely solely on email. Combine phone, SMS, WhatsApp and in-person.
Give staff a reason to communicate. Arm them with talking points and train them on the system. Encourage them to log notes and celebrate member wins.
Track performance. Monitor email open rates, reply rates, show-ups, feedback forms. Communication is a system, not a vibe.

A Communication Culture Is a Retention Strategy

Ultimately, consistent, personal communication builds community — and community creates loyalty. In an age of choice, where members can switch gyms at the click of a button, it’s the clubs who connect who keep their members the longest.

When members feel seen, heard, and valued, they stay. When they don’t — they leave.

So take a moment today to ask: how well do we communicate? Not just with leads, but with every single member who walks through our door.

Because in the world of fitness, words matter. Conversations matter. Connection matters.

And the better we get at communication, the stronger our businesses become.

The Alchemy of Gym Offers: Why Structure, Psychology & Timing Matter

The Alchemy of Gym Offers: Why Structure, Psychology & Timing Matter

Offers are far more than just marketing props; they’re strategic levers that can either turbocharge your gym’s growth or quietly erode its brand and profitability. In an industry as competitive as fitness, understanding how to craft offers thoughtfully can make the difference between a thriving club and one stuck in a cycle of endless discounts and free trials that never convert.

Why do some offers resonate while others barely register? Why do certain promotions feel fresh and exciting, while others fade into the background? The answers lie in the deep psychology of decision-making, the structure of value-driven offers, and precise timing that ensures your message lands at the exact moment your prospects are ready to act.

This article dives deep into these dynamics—exploring the hidden forces that make offers work (or fail), real-world examples from gyms that have mastered them, and research-backed insights to turn offers into true growth drivers. We’ll explore:

Why perpetual promotions can backfire
How scarcity and urgency increase conversion
The impact of anchoring and pricing psychology
When short vs long trials make sense seasonally
Why paid, value-rich trials outperform free access
How to design seamless systems and follow-up flows that close

Our goal is to help you move beyond knee-jerk promotions—toward offers that fill the door, build loyalty, fuel long-term growth, and support a resilient, respected brand.

1. Brand Position vs Price Wars

Competing on price only works if low cost defines your brand identity. With budget giants like PureGym dominating, chasing price without owning it leads to constant discounting and little differentiation.

Data shows that 67% of gym members never use their membership, and 50% quit within six months. Chasing them often means high churn and low engagement. Instead, focus on attracting people aligned with your values and services—even if they pay more.

2. The Power of Scarcity & Urgency

Time-limited offers trigger action. Psychological studies confirm that scarcity—like “Offer ends Sunday”—dramatically boosts conversion rates. But urgency only works if it's real. Perpetual offers kill the effect; scarcity makes time count.

Strategically timed deals—like December promotions that end pre-January—heighten seasonal readiness and foster FOMO.

3. Anchoring & Smart Pricing

How you price tests perception. Anchoring theory explains that people assess values relative to what they see first.

For example, a £129 trial sets a high benchmark, making a £99/month membership feel like a great ongoing deal. But a £40 trial followed by £99/month membership feels steep because the anchor was too low.

4. Trial Types: Matching Offer to Season & Intent

Short trials (1–2 weeks) provide quick taste and work when people want immediate clarity—such as around Christmas when time is abundant but commitment untested.
Medium trials (4 weeks, £79–99) offer enough time to engage and create habits—especially effective in slower months like spring and autumn.
Long trials (6+ weeks) work well for seasonal draws like pools—summer offers for family fitness around pools, for example.

Studies reveal that 67% of trials fail to convert due to lack of strategy. Paid trials—with value added—can yield much higher ROI, sometimes up to 700%.

5. Paid Trials: Quality & Commitment

Paid trials—especially those with included extras (PT session, body analysis)—send a clear signal: this is premium. A case study by Trainerize showed 40%+ conversion from high-value paid trials. Charging for trials not only helps your cash flow—it signals commitment and ups credibility.

6. Psychology: Reciprocity, Authority & Loss Aversion

Offers should tap into core behavioral principles:

Reciprocity: Free gifts prompt people to give back
Authority: Including expert input (e.g., PT, nutritionist) builds trust
Loss Aversion & Scarcity: Fear of missing out is more powerful than the allure of gain

Free trials are often undervalued due to the endowment effect—people value what they've paid for more than what they get for free.

7. Seasonal Timing & Consumer Behavior

January and September spike interest naturally. However, major discounts then can hurt margins. Offering value-adds (like a free PT session during off-peak months) can smooth membership uptake without full price cuts.

8. Deliver Value, Build Experience

Trials should be structured to simulate real membership:

Provide app access, booking features, coaching check-ins
Run orientation sessions and community meetups
Personalize experiences and follow-ups—don’t just let people use the gym and leave

Research shows that 84% of engagement failures come from lack of personalization.

9. Seamless Execution = Higher Conversions

Even great offers underperform if systems are clunky. One gym saw 30% higher conversions when ad campaigns linked directly to bookable and payable trial packages—versus those requiring form fills or calls.

Make it:

Clear (no skimmed terms)
Fast (single-step flow to join or pay)
Mobile-first (smooth on phones)

Putting It All Together

A powerful gym offer:

Reflects your brand position
Is time-limited to create urgency
Uses pricing psychology and anchoring
Matches trial type to season
Bundles in real value
Taps into human behavior
Delivers personalized trial experiences
Runs through friction-free systems

Conclusion: Offers as Brand & Growth Engines

A sharp offer isn’t just about filling one-time visit numbers—it signals your gym’s quality, attracts the right members, fosters loyalty, and drives long-term success. By combining behavioral insights with intelligent design and seamless systems, your offers become growth catalysts—not clearance traps.

If you're ready to turn your promotions into engines of growth rather than temporary spikes, I’d love to walk you through tailored frameworks based on your club’s positioning and calendar.

Want help building offers that accelerate growth? Let’s talk.

Monday, 9 June 2025

.Finding the Gaps: Elevating Your Gym Beyond the Basics

Finding the Gaps: Elevating Your Gym Beyond the Basics

I recently came across a story from a renowned business mentor that perfectly captured the mindset of successful businesses. It involved a restaurant owner who took his team to dine at the world’s top-rated restaurant. Rather than simply admiring what was done well, he challenged them to see what was missing — the subtle gaps that even the best overlooked.

By finding those gaps, the restaurant didn’t just match the top players; it became the best by filling spaces others hadn’t even seen.

This mindset is critical for gym owners today. Too many clubs focus solely on what’s visible — new equipment, price points, fancy classes — and ignore the deeper experience that truly sets them apart. Real competitive advantage doesn’t come from copying what others do. It comes from seeing what’s missing and filling it with meaning.

Seeing the Difference: Copying vs. Leading

When you visit a competitor’s club, it’s easy to focus on the obvious: the machines, the layout, the schedule. But the real insights lie in the gaps — how it feels to be a member, the subtle ways staff interact, the moments that either build loyalty or let it slip away.

For instance, I remember walking into a high-end boutique gym in Paris. Everything looked perfect — the design, the classes, the marketing. But members told me the staff felt distant, like they were always half-distracted. That tiny gap — a lack of warmth and connection — became the difference between a beautiful facility and a truly exceptional experience.

The same is true in large chain gyms. They have scale, but they often lose the personal touch. A friendly greeting or a follow-up call can make the difference between a churned member and a loyal one — and it costs nothing but attention.

Borrowing from Other Industries

Hospitality and retail have long understood that the power of a business lies in its details and its human touch. Let’s take some examples:

Apple Stores — Beyond selling devices, Apple creates a feeling of curiosity and comfort. Staff aren’t just salespeople; they’re guides, encouraging exploration and problem-solving. For a gym, that might mean your staff become genuine advisors, not just spotters for equipment.
Disney Theme Parks — Disney trains staff to anticipate needs before guests even ask. If someone looks lost, a staff member appears to help — no questions needed. In a gym, that means staff notice when someone’s unsure about a class or machine — and offer help proactively.
The Ritz-Carlton — They empower staff to fix problems on the spot. This creates an environment where guests feel heard and valued. In a gym, that might mean empowering staff to resolve member complaints quickly and generously — without layers of management slowing things down.

Sensory Details and Emotional Resonance

Let’s take it a step further. These gaps are often about sensory experience and emotional tone — the invisible details that people feel deeply, even if they can’t articulate them.

🔹 Sight — Does your lighting change throughout the day, creating different moods? Does your branding (signage, decor) align with how you want members to feel?
🔹 Sound — Are you curating playlists that energise or relax, depending on the zone? Is the volume right for each space?
🔹 Smell — Do you have signature scents that instantly say “clean, fresh, inviting”? Retailers like Abercrombie & Fitch have long used scent to create a recognisable brand feel.
🔹 Touch and Feel — The softness of towels, the weight of doors, the feel of your welcome mat — these shape the member’s first and last impressions.

The Human Element: More Important Than Ever

But beyond the senses, the real magic lies in human connection. In fitness, we’re still catching up to industries like hospitality, where staff see themselves as hosts, not just workers.

This is the real opportunity for gyms. Staff who greet by name, remember a milestone, or notice when a member looks unsure — these are the touches that no competitor can duplicate exactly.

Your Path to Filling the Gaps

Here’s how to bring this approach to your club:

✅ Visit competitors, but look deeper — note what feels missing, not just what’s flashy.
✅ Walk your own club like a first-time visitor — see it with fresh eyes.
✅ Ask members to share what they wish was better — even small complaints reveal huge insights.
✅ Train staff in emotional awareness — teach them to read body language, not just perform tasks.
✅ Use technology to amplify human connection — real-time progress updates, milestone celebrations, and tailored follow-ups.
✅ Blend ideas from outside fitness — borrow from hotels, restaurants, even luxury retail. These industries have spent decades perfecting the small details that make people feel seen and valued.

The Bottom Line

If you’re the same as your competitor, your only competitive lever is price — and that’s a race to the bottom that leaves owners exhausted and businesses squeezed.

But if you find the gaps — the small spaces where others fall short — you create an experience that members will pay for, talk about, and keep coming back to.

In the restaurant world, that’s how Michelin stars are earned. In the gym world, it’s how you build a club that doesn’t just survive, but thrives.

Next time you walk through your doors, don’t just see what’s there. See what’s missing — and imagine the extraordinary experience you could build by filling those spaces.

Tuesday, 3 June 2025

Understanding Your Market Position — and How It Shapes Your Gym’s Service Delivery

In the fitness industry, one size does not fit all.
From budget operators to boutique studios, every gym sits somewhere on the price-service spectrum. But far too many clubs get stuck in the middle — not quite cheap enough to win on price alone, not quite special enough to stand out on experience.

The key to sustainable success?
Understanding exactly where you stand in your market — and delivering a service experience that matches (and surpasses) that position.

Why Market Position Matters

Your market position is essentially how your club is perceived by members and potential members compared to the competition. It’s shaped by:

✅ Your price point
✅ Your services and facilities
✅ Your branding and atmosphere
✅ Your staff and culture

Once you’re clear on this, you’re no longer guessing how to compete — you’re tailoring everything you do to offer the best possible version of what you are.

Competing at the Extremes vs. the Middle

Budget gyms like PureGym and GymNation win by keeping things simple:

Low monthly fees
Basic, well-maintained equipment
Minimal staff intervention

Boutique studios like Barry’s and F45 compete on:

Unique experiences
Personalised coaching
Premium environments

If you’re in the middle — the mid-market space — you can’t simply undercut budget clubs or outshine boutiques.
You need to carve out a niche based on smart service delivery and a crystal-clear offer.

Key Considerations for Service Delivery

Once you know your position, ask yourself:

🔹 What do my members actually want and value at this price point?
Do they expect boutique-level personalisation? Or budget-level autonomy with good basics?

🔹 Who are my competitors, really?
Are you up against other mid-market clubs? Or do your members compare you to the budget gym down the street?

🔹 Where can I differentiate?
If you’re mid-market, can you be the cleanest? The friendliest? The most supportive? The most community-focused?

Core Service Standards — No Matter Your Position

Regardless of where you sit, some things aren’t optional:

🌟 Cleanliness
It’s non-negotiable. From the changing rooms to the free weights area — spotless facilities are the baseline of any good club.

🌟 Attentive Staff
Members notice who says hello, who offers help, and who genuinely cares. You don’t need dozens of staff — just the right people with the right attitude.

🌟 Solid Onboarding
First impressions shape everything.
A structured onboarding process (even simple check-ins and goal-setting) can increase retention by up to 30%. (Retention Guru)

🌟 Effective Communication
Whether it’s texts, emails, or face-to-face updates — members should feel informed and connected to the club. This doesn’t require fancy software — it requires consistency.

🌟 Community
People join for fitness — they stay for connection. Events, challenges, small gestures like birthday shout-outs — these build belonging, not just membership numbers.

Going Above and Beyond — What Makes You Stand Out

So how do you go from good to great?
Here are ideas that can elevate your service delivery, even on a mid-market budget:

🔹 Member Recognition
Use your CRM to note small details — like birthdays, milestones, favourite classes. It’s the personal touches that make a difference.

🔹 Small Upgrades, Big Impact
Fresh coffee in the lounge, chilled towels on hot days, or a monthly workshop led by a guest trainer. These low-cost extras create memorable experiences.

🔹 Gamify the Experience
Introduce challenges (steps, calories, workouts logged). People love goals and a sense of progression — it doesn’t cost much, but it builds loyalty.

🔹 Staff Empowerment
Train your team to spot ways to help — not just sell. The best service cultures come from staff who feel ownership and pride in what they do.

🔹 Feedback Loops
Ask for feedback regularly — and act on it. Members notice when their input changes the club for the better.

Why It’s Worth the Effort

A club that knows exactly what it is — and delivers that experience consistently — doesn’t have to race to the bottom on price.
It builds a reputation for value, trust, and results.
And that’s how you stand out — not by trying to be everything to everyone, but by being great at what you do.

Final Thought

Understanding your market position isn’t just a marketing exercise — it’s the foundation for every decision you make.
When you know who you are, who you’re for, and how you’re different — you’re not just another gym in the crowd.
You’re a club with purpose — and that’s exactly what keeps members coming back.

Monday, 19 May 2025

Some of the Best Ideas for Your Gym Are Already Being Used… and That’s a Good Thing

Innovation. Disruption. Reinventing the wheel. These words sound bold and ambitious — and for the right business owner, they are.

But for most gym owners and fitness operators, the goal is more grounded: to run a great facility, create an energised community, and make consistent profit.

That doesn’t always require invention. In fact, some of the best ideas for your club are already being used successfully elsewhere — by your competitors, by other industries, by market leaders you’ve never even considered studying.

The smart move? Borrow them. Adapt them. And make them work better for you.

Why Thinking Outside the Box Isn’t Always the Answer

There’s a lot of pressure to be original in business. But the truth is, originality is expensive — and high risk.

If you’re building a new concept, testing a new product, or disrupting how gyms operate, you’re also likely:

Burning cash
Making more mistakes
Taking longer to reach profitability
Needing more resilience and patience to succeed

That might suit the rare founder looking to change the game. But most gym owners? You’re not trying to reinvent fitness. You’re trying to run a great business. That’s a different goal — and it requires a different mindset.

🚫 You don’t need to be first. You just need to do it better.

The Power of Stealing (Smartly)

Legendary designer Paul Arden once said, “It’s not where you take things from — it’s where you take them to.” That’s the principle here.

If your competitors are doing something well — mystery shop them. Join their club for a month. Walk through their onboarding journey. Go to their classes. Take notes.

Better yet, hire a consultant who works across dozens or hundreds of gyms. They’ve already collected those ideas. They’ve seen what works, what fails, and how to adapt ideas to different models.

When you do this, you gain:

Speed to market – The idea already exists. You just need to implement.
Lower cost – No need to build from scratch.
Less risk – You’re working with proven concepts.
More clarity – You can focus on doing the right things, not wondering what the right things are.

Real-World Examples of Adaptation

Let’s look at some examples of successful “borrowing” across industries — and why it worked.

🍔 McDonald’s + Hospitality Training = Apple Store Genius Bar

The McDonald’s model of predictable, friendly, systemised service was the inspiration behind Apple’s decision to create the Genius Bar — not a new idea, just a familiar one applied differently. Simple hospitality, reimagined.

🛏️ Hotels and Gym Service Culture

Marriott Hotels are renowned for their service rituals — from remembering guest names to structured check-in experiences and customer follow-up. These routines have been successfully adapted by premium gyms like Third Space London, where member service feels more like a boutique hotel than a fitness club.

🛒 Retail Loyalty in Fitness

Retail giants like Starbucks and Tesco pioneered loyalty apps and reward tracking — concepts now picked up by fitness brands like F45, David Lloyd, and Barry’s, who reward attendance, referrals, and milestones.

🎓 Education Sector + Onboarding = Member Journeys

The idea of structured progression — from induction to orientation to mastery — comes from schools and universities. Smart gyms now use the same framework to onboard members across 30-, 60-, and 90-day journeys that build habits and increase retention.

Where to Look for Great Ideas (That Aren’t Other Gyms)

Gyms are notoriously average at customer service. So why only study them?

Here’s where you should also be paying attention:

Hotels – for hospitality, scent, cleanliness, rituals, and culture
Restaurants – for customer greeting, follow-ups, upselling, and ambience
Barbers & Spas – for appointment flow, client rebooking, and rapport
Tech companies – for UX design, onboarding systems, and CRM integration
Retail – for loyalty, merchandising, visual branding, and impulse selling

And don’t just look at big chains. Some of the most impressive experiences come from local businesses that know their audience and deliver consistency with heart.

How to Ethically and Effectively “Borrow” Ideas

Observe it first-hand. Mystery shop. Join. Visit. Experience. Don’t guess — go see.
Deconstruct the system. Ask: What was the goal? What steps made it work?
Rebuild it for your environment. Don’t copy and paste. Adjust for your team, space, and audience.
Train it into your business. The best idea in the world fails without training, reinforcement, and accountability.
Track impact. Watch for changes in usage, revenue, feedback, or retention. Refine accordingly.

Final Thought: You’re Allowed to Learn from Others

Some gym owners feel guilty or insecure about using someone else’s ideas — like it’s not innovative enough.

Here’s the truth: execution beats originality every time.

You don’t need to invent. You need to observe, adapt, and deliver better. That’s not stealing — that’s strategy.

So stop waiting for inspiration to strike. Go see what’s already working — in your town, in other industries, even in other countries. Collect the best, tweak them, and turn your gym into the kind of place your competitors end up studying next.

Want support doing this? That’s exactly what we do at Black Raccoon Consulting.

We help you shortcut the process, bringing together the best ideas from across hundreds of clubs — and tailoring them to your business.

Because you don’t need to reinvent the wheel.
You just need to drive it better than the rest.

Saturday, 17 May 2025

Should Gyms Create Workspaces? Exploring the Co-Working Opportunity in Fitness Facilities

In recent years, the line between home, office, and third space has become increasingly blurred. With remote and hybrid work now firmly embedded in modern working culture, people are no longer confined to traditional offices or coffee shops. They’re looking for flexible, comfortable environments where they can work, socialise, move — and reset.

So, could gyms be the next frontier for co-working?

It’s a question forward-thinking gym owners should be asking.

From Workout to Workstation: A Cultural Shift

The fitness industry has always been in the business of transformation. But now it’s not just about physical goals — it’s about lifestyle. Many members spend hours in your space, not just training but recovering, socialising, refuelling, and even networking. Add in the rise of hybrid work, and you have a compelling opportunity: what if your gym could also serve as a functional, welcoming workspace?

The reality is that many gym cafés, lounges and communal spaces are underutilised outside of peak hours. Reimagining these areas as work-friendly could generate extra revenue, deepen member engagement, and help position your club as a lifestyle destination — not just a training facility.

Why Co-Working and Gyms Make Sense Together

1. Aligns with Member Lifestyles

Hybrid workers crave flexibility. They also value convenience. A gym that offers space to train, shower, grab a coffee, and tick off some work tasks in one location becomes a compelling part of their daily rhythm.

2. Drives Secondary Spend

A café that encourages lingering is a café that sells more. Members who come to work for a few hours are far more likely to buy coffee, snacks, shakes, or lunch — especially if your offering is tailored to their needs.

3. Increases Length of Stay and Club Loyalty

If members start using your facility as both a gym and a workspace, you become part of their weekday routine — not just their workout schedule. That kind of integration builds habits and long-term loyalty.

4. Attracts a New Audience

A quiet, functional workspace with access to fitness, showers, and wellness amenities could attract freelancers, hybrid workers, or local professionals who may not have considered your club before. It opens the door to creative membership models, such as “wellness co-working” packages.

What’s Needed to Make It Work?

Creating a workspace inside a gym doesn’t mean turning your studio into a WeWork — but it does mean intentionally designing an environment that supports both focus and flow.

✅ Comfortable Seating and Layout

Think café-style tables, soft chairs, bar seating, or even shared booths. Avoid clutter. Define the space clearly so it doesn’t feel like a makeshift waiting area.

✅ Reliable Wi-Fi

This is non-negotiable. Fast, secure, and stable Wi-Fi is essential if you expect people to take the space seriously.

✅ Accessible Power Points

Ensure there are plenty of charging spots. Bonus points for USB-C options and cable-free charging pads.

✅ Noise and Atmosphere Management

Music that’s great for workouts might be too intense for a Zoom call. Consider using subtle sound zoning or acoustic panels to make the space more versatile.

✅ Hospitality Touches

Table service, barista coffee, healthy snacks, or even a work-friendly lunch menu can all enhance the experience and boost spend per head.

✅ Flexible Membership Options

Offer bolt-on workspace access, day passes, or hybrid wellness/work packages. Think: train at 7am, coffee and emails by 8, back on the gym floor at lunch.

Who’s Already Doing It?

While still a relatively new idea, several premium clubs and boutique studios have begun experimenting with work-friendly environments:

Equinox in the US launched its “E by Equinox” concept in some cities, integrating wellness lounges and calm workspaces.
Third Space in London has created sophisticated club lounges that double as quiet, comfortable daytime working areas.
Boutique and independent operators are rethinking café spaces, adding better seating, stronger coffee, and high-speed connectivity to attract the work-and-wellness crowd.

Even outside of fitness, brands like Soho House and David Lloyd’s “Clubrooms” have shown the power of blending lifestyle with utility.

Final Thought: Are You Just a Gym — or a Daily Destination?

Creating workspace opportunities in your gym isn’t about chasing a trend. It’s about recognising a shift in how people want to live, work, and train — and positioning your facility to meet them there.

For clubs with underused café space, strong daytime footfall, or ambitions to diversify, adding a co-working dimension could turn square footage into real value. It’s a chance to deepen member engagement, increase secondary revenue, and offer something that few competitors are thinking about.

The future of fitness isn’t just sweat and reps — it’s connection, convenience, and lifestyle.

And the gym that understands that first… wins.

Let me know if you’d like this adapted into a shorter blog post, social series, or pitch for internal planning.

Wednesday, 14 May 2025

Beyond Equipment: Why Gyms Must Create Experiences, Not Just Facilities

In an industry flooded with similar kit, copy-paste memberships, and identikit layouts, the gyms that stand out — and succeed — are no longer just the ones with the biggest spaces or the newest machines. They’re the ones that create experiences. Because while facilities can attract members, it’s memorable, human-centred experiences that keep them.

Today’s fitness consumer is more discerning than ever. They want results, yes — but they also want connection, consistency, and to feel like they matter. It’s why experience is no longer a nice-to-have; it’s a non-negotiable for retention, reputation, and real growth.

Why Experience Matters More Than Ever

1. Engagement Drives Retention

Research from IHRSA shows that members who feel emotionally connected to their club are up to three times more likely to stay. Experience builds connection. If someone feels like more than a barcode at check-in, they’re far less likely to drift away after three months.

2. Experience Justifies Price

In a world where £19.99/month is just a click away, experience becomes your value-add. Members will pay more — and stay longer — for an environment that makes them feel seen, supported, and motivated.

3. It Differentiates You

Your layout might look like the club down the road. But if your staff culture, service touchpoints, and in-club energy feel different, people notice. It gives them a reason to stay loyal, even when other options arise.

4. It Builds Brand and Word-of-Mouth

A great experience is the best marketing you’ll never pay for. Whether it’s a personalised induction, a team that knows your name, or a surprise birthday message, experience becomes a story your members share — and that story becomes your brand.

From Service to Experience: The Mindset Shift

Delivering a service is about process. Delivering an experience is about emotion. The former is expected; the latter is memorable.

For example:

Greeting a member at the front desk is a service.
Greeting them with eye contact, using their name, asking how their injury is, and genuinely smiling — that’s an experience.

This is where your Fab 5 comes in — a simple, culture-defining principle that builds everyday habits into something members can feel:

Smile. Eye Contact. Hello. Goodbye. Every member. Every time.

Executed consistently, these micro-moments become the baseline of experience — and they cost nothing.

The Hospitality Parallel: Learning from Hotels and Restaurants

Some of the best examples of member experience don’t come from gyms — they come from hospitality.

Think of how a great hotel operates:

Guests are greeted personally.
Their preferences are remembered.
Service is proactive, not reactive.
Complaints are handled gracefully.
The atmosphere is carefully curated — lighting, scent, music, layout.
Staff are trained to notice and respond, not just perform tasks.

Why should gyms be any different?

Just as a hotel doesn’t win loyalty by offering a bed, gyms won’t win loyalty by offering a treadmill. It’s how people feel when they’re there — and when they leave — that matters most.

Creating Wow Moments in Fitness

The best gyms layer small, consistent service habits with occasional, elevated “wow” experiences that surprise and delight members. Here are ideas gyms can implement at various levels:

🔹 Everyday Experience Wins

Staff-led introductions between members to build community
Personalised post-visit messages (“Great work today, Lisa — you’re smashing it!”)
Remembering key milestones (100th visit, 1-year anniversary)
Trainer walkabouts that feel conversational, not sales-focused
Recovery areas with tea, cold towels, or mobility guides

🔹 Planned Wow Moments

Monthly "member surprise" days — free smoothie, merch, or massage
Themed class events (80s spin, glow yoga, "PT takes your class")
Gym transformation days (move equipment, change flow, surprise members)
PT “power hours” with free form-check drop-ins on the gym floor

🔹 Culture-Led Experience Shifts

Weekly staff debriefs focused on service wins and learnings
Regular “member journey walks” where managers audit the club as if they were new
Celebration boards for achievements beyond fitness (promotions, birthdays, personal wins)

Experience Doesn’t Require a Bigger Budget — Just a Better Lens

Creating experiences doesn’t always mean investing more money. It means looking at every touchpoint through the lens of the member.

Ask yourself:

How does someone feel walking in for the first time?
What does their first interaction sound like?
Do they know what to do after they sign up?
Who follows up when they don’t show up?
What are we doing to make them feel missed, valued, and connected?

These answers define experience — not the size of your weight stack or the brand of your cardio kit.

Final Thought: Experience is the Product

In today’s market, your equipment is expected. Your opening hours are expected. What isn’t expected — but deeply appreciated — is a club that makes members feel welcome, understood, and inspired.

Gyms that lead with experience don’t just build better businesses. They build stronger communities, longer retention, more referrals, and greater impact.

And in a world that’s overwhelmed with options, the gym that creates moments that matter will always rise above the one that just unlocks the door.

Tuesday, 13 May 2025

How to Handle Objections in the Fitness Industry — Without Losing the Sale

In the fitness industry, objections are not a rejection — they’re an invitation to go deeper. Yet many salespeople treat them as a full stop rather than a turning point. Whether you're a gym owner, fitness manager, or front-of-house sales consultant, knowing how to navigate objections professionally and confidently is what separates top performers from average ones.

The Moment of Truth in Fitness Sales

Every gym tour or sales consultation reaches a tipping point — the moment you ask the prospect to join. When they say yes, fantastic. The paperwork follows, energy is high, and the sale is nearly sealed. But what happens when they say:

“I just need to think about it.”
“It’s a bit more than I expected.”
“I need to check with my partner.”

This is the moment where the real work begins. It’s not rejection. It’s hesitation — and if you’ve built the right rapport, it’s also opportunity.

Why Objections Happen

According to industry data, up to 40% of potential members will leave without joining — and only a small percentage ever return. Most of these conversations don’t break down because the person doesn’t want to join a gym. They break down because:

The value hasn’t been made clear enough
The offer doesn’t align with a personal priority
The concern hasn’t been explored, understood, or addressed
The salesperson disengages at the first sign of friction

In short: the objection is rarely the problem — how we respond to it is.

Objection vs. Condition: Know the Difference

Before you can handle an objection, you need to understand what you’re actually hearing.

An objection is a hesitation: “It’s a bit expensive.”
A condition is a requirement: “I need a gym with a pool.”

Conditions are non-negotiable (though sometimes misunderstood). Objections are emotional, practical, or logical reservations — and these can almost always be overcome through skilled conversation and honest listening.

The Golden Rule: “I want to think about it” is not an objection

This phrase is a signal. It means, “Something’s not sitting right yet.” Your job is to find out what that is, with empathy and professionalism.

The 6-Step Objection Handling Process

Here’s a step-by-step approach that works — grounded in psychology, communication, and years of fitness industry experience:

1. Pause. Be Quiet.

Silence builds trust. Don’t rush to fill the space. Give them time to finish their thought. Let them breathe. You’d be amazed how often people expand on their objection naturally if you just give them room.

2. Empathise. Always.

Acknowledge their concern. Say something like:

“I totally understand — joining a gym can be a big decision.”

This lowers defences and signals that you’re on their side.

3. Ask What They Need to Think About

Now that they feel safe, probe gently:

“Before you head off, can I ask what it is you need to think about?”

This question turns a vague objection into a specific conversation. Only once you know the true barrier can you address it.

4. Isolate the Objection

You want to make sure you’re dealing with one issue — not five. Ask:

“Other than the price, is there anything else holding you back from joining today?”

If they say no, you now have clarity. If they say yes, explore those too — one by one.

5. Address It With Confidence

Now it’s your turn. Whether it’s price, time, or partner approval, use your tools:

Break price down to daily value
Compare it to everyday expenses (e.g. coffee, lunch)
Remind them of their goals, and what waiting could cost them
Offer alternative options, freeze periods, or starter packages if appropriate

Always bring the conversation back to outcomes, not just features.

6. Re-Sell and Ask Again

Once you’ve handled the objection, circle back:

“So, shall we get you started and take that first step towards [goal]?”

Many sales are lost not because the objection wasn’t handled — but because the close was never re-attempted.

Handling Common Objections in the Gym Environment

Here are some of the most frequent objections — and how to frame your response:

“It’s too expensive.”

“Compared to what? What were you expecting to pay?”
“Let’s break this down — at £42/month, that’s just £1.40/day. That’s less than a coffee and way more beneficial for your health.”
“How much is it worth to finally lose that weight you told me about and feel confident again?”

“I need to speak to my partner.”

“Of course — it’s always great to be on the same page. Do you think they’d support you starting something positive for your health?”
“We don’t need to do anything today, but would it help if I sent you a summary of everything we discussed so you can talk it through together?”

“I don’t have time.”

“How much time do you think you’d need to get results?”
“If we could get you a great result with just 3 sessions a week, would that feel more achievable?”
“Most of our members are juggling busy lives too — and that’s exactly why they come here.”

Objections Aren’t the End — They’re the Start

Objections are part of the process. Expect them. Welcome them. Learn to love them. Why? Because they show the prospect is engaged. It means they’re considering it seriously. And with the right skills, you can turn hesitation into action.

Final Thought: It’s Not Personal

Salespeople — especially new ones — often take objections personally. But a “no” doesn’t mean rejection. It means the conversation isn’t over yet. The most successful gym sales professionals don’t let ego or emotion get in the way — they listen, learn, adapt, and try again.

Because in this industry, helping someone say “yes” could be the first step in changing their life.

What Gyms and Fitness Businesses Can Learn from the Hotel Industry

For decades, the hotel industry has led the way in operational excellence, guest satisfaction, and service strategy. Whether you walk into a luxury five-star resort or a mid-market business hotel, what you often experience is a highly trained team, defined service standards, seamless processes, and a sharp focus on profitability across multiple departments. Meanwhile, many gyms and fitness businesses, though customer-facing and service-driven by nature, continue to run with looser frameworks, reactive management styles, and inconsistent service delivery.

So, the question is this: What can the fitness industry learn from hotels — and why haven’t we adopted more of their best practices already?

In this article, we explore what gyms can take from the world of hospitality, drawing particularly from lessons learned in major global brands like Marriott. The goal? To show that fitness clubs can — and should — be held to the same standard of service, operational discipline, and cultural excellence as world-class hotels.

Service Standards That Set the Bar

The hotel industry thrives on its ability to deliver exceptional service — consistently. Whether a guest is checking in at 1 p.m. in London or 2 a.m. in Dubai, they expect a warm welcome, attention to detail, and the assurance that every interaction will meet a brand standard. These service standards are not just hoped for; they are designed, trained, and audited relentlessly.

Gyms often talk about being “friendly” or “welcoming,” but very few have formalised service expectations across their teams. Rarely do they map out how members should be greeted, supported, followed up with, or celebrated. Yet in hotels, this is fundamental. Every touchpoint — from how guests are addressed by name to how complaints are resolved — is systemised.

In fitness, we have just as many — if not more — member touchpoints: joining, onboarding, check-ins, class interactions, PT consultations, cancellations, feedback, and referrals. These moments matter. If gyms treated these interactions with the same level of training and consistency as hotels do their guest experience, member satisfaction and retention would undoubtedly rise. Service is not something that should depend on who’s on shift — it should be an embedded culture.

Mastering Complaints and Feedback Loops

Hotels understand that complaints are not nuisances — they’re opportunities. When something goes wrong, top hotels are trained to respond with empathy, speed, and a clear process. The best guest service recovery models include listening without defensiveness, offering timely resolution, and following up afterwards to close the loop.

Marriott, for example, has long used a philosophy of “brilliant hosting” — the idea that guests don’t remember what went wrong, but how it was handled. Feedback isn’t optional; it’s embedded into every function. From post-stay surveys to real-time service buttons at M-Beta Hotel in Charlotte (where guests push physical buttons to give feedback in the moment), hotels proactively seek ways to improve.

Gyms, on the other hand, often avoid complaints or fail to track them. Member issues go unrecorded, feedback is not centralised, and problems are sometimes dismissed unless they’re catastrophic. What if fitness clubs embraced complaints as data? What if feedback was welcomed, responded to publicly, and used to improve processes weekly, not annually?

Celebrating Teams and Building Culture

One of the most overlooked but powerful tools in the hotel industry is the way it celebrates its people. Marriott’s annual Associate Appreciation Week is a global celebration across all properties — with themed days, staff recognition events, and public appreciation from management. It’s not fluff. It’s culture-building.

These initiatives increase morale, loyalty, and service delivery because staff feel seen and valued. Hotels also provide pathways for development, reward high performers, and create a sense of team pride.

In fitness, where high staff turnover is common and morale can fluctuate, few operators take time to recognise their team. Some gyms don’t even hold team meetings, let alone have appreciation weeks. Imagine the cultural shift if fitness operators ran structured recognition programmes, acknowledged milestones, and created internal champions the way hotels do. Great service starts with great people — and great people need to feel appreciated.

Financial Discipline and Revenue Management

Hotels are multi-departmental businesses. Each area — rooms, F&B, conferencing, spa, leisure — is expected to contribute to the overall profit of the property. Each has its own P&L, targets, and KPIs. Weekly reviews are the norm. Forecasting is constant. Margins are scrutinised, and commercial decisions are made based on data.

Fitness clubs, especially in the independent sector, rarely operate with that level of financial control. Too many gym owners or managers run with a “how much is in the bank this month” mindset. There is often no revenue forecasting, few (if any) department-level reports, and limited understanding of true operating margins. That’s not sustainable.

If gyms managed their financials like hotels — setting departmental targets, analysing performance weekly, and aligning the team around key revenue goals — profitability would increase. Membership sales, PT revenue, class participation, secondary spend — these all deserve regular analysis and action. Professional businesses know their numbers. The fitness industry must step up.

Community Engagement Done Right

Beyond the walls of the property, hotels — particularly brands like Marriott — take pride in community involvement. After Hurricane Katrina, for instance, Marriott not only supported its guests and employees, but also opened its kitchens to feed local residents and turned ballrooms into aid centres. It’s the kind of purposeful action that builds lasting brand loyalty.

This type of community engagement is less common in the gym world, but it shouldn't be. Fitness businesses have a unique position of influence in their communities. Hosting charity classes, supporting local schools, offering free wellness events, or partnering with local healthcare providers are all ways to increase brand visibility and build trust.

More importantly, these actions help position gyms not just as businesses, but as contributors to community wellbeing — something that public health bodies, local councils, and potential members are increasingly valuing.

Lessons in Client Journey Design

Hotels are masters of the guest journey. From pre-arrival email confirmations to personalised room preferences and post-stay thank-yous, the experience is mapped from start to finish. Every step is designed to enhance satisfaction, loyalty, and referrals.

Gyms often overlook this. Many have no clear onboarding process, no structured check-ins, no offboarding protocols, and no member milestones. The experience is left to chance, and consistency is lost.

If a gym applied the hotel mindset to member journeys, we’d see more defined onboarding schedules, regular touchpoints, structured progress reviews, and personalised service based on usage patterns. This is how you turn a 3-month member into a 3-year advocate.

Final Thoughts: We’re Not That Different

Ultimately, the gap between hotels and gyms is not as wide as it seems. Both industries revolve around people, service, and experience. The difference is simply in the structure, training, and culture.

Hotels have spent decades refining service excellence and embedding operational discipline. The fitness industry — still relatively young in comparison — has an incredible opportunity to learn from their playbook.

It’s time to stop thinking of gyms as casual community spaces and start treating them as service-driven businesses with the same expectations, strategies, and standards as the best hotels in the world.

Because when we do, we won’t just build stronger businesses — we’ll build stronger communities too.